Workbook

Customer Journey & Friction Audit Workbook

An interactive workbook to map end-to-end customer journeys, capture and prioritize friction with structured severity/frequency/evidence fields, score quick-win potential, propose experiments with measurement plans, and produce a one-page executive summary suitable for stakeholders.

Interactive Tool

Customer Journey & Friction Audit Workbook

Use this workbook to map the customer's end-to-end journey, record observable friction, estimate impact and effort, and propose focused experiments that have clear owners and measurement plans. If you plan to run this with a team, ask participants to contribute journey stages and evidence before the session. Save the workbook when finished; structured submissions can later be exported, tracked, or synthesized.

Who is running this audit? Use the product line, brand, team, or service name.
YYYY-MM-DD or a short description of the audit period (e.g., Q3 2026).
Person responsible for follow-up and coordinating experiments.
Describe the customer's goal at each stage, the primary customer actions, touchpoints (channels/systems), and any existing metrics. Fill up to six stages below. You may leave unused stage slots blank.
e.g., Awareness, Consideration, Signup, Onboarding, Usage, Renewal
What is the customer trying to accomplish at this stage?
List the key actions customers take (search, compare, contact support, etc.).
Channels, pages, teams, or systems involved (e.g., landing page, checkout, mobile app).
Any KPIs or signals you already collect (e.g., conversion rate, time-to-complete).
Record up to eight observed friction points. For severity, use 1 (low) to 5 (critical). For frequency, choose the best fit. Provide evidence or user quotes when possible. Prioritize by impact and ability to test quickly.
Describe the behavior, error, or obstacle the customer experiences.
Pick the stage number that best matches where the friction occurs.
1 = minor annoyance, 5 = major blocker or conversion loss
1.0 10.0
Link to sessions, logs, screenshots, quotes, or support tickets. Be specific.
Team or person who should own the experiment or fix.
Estimate potential business impact if resolved (1 low, 5 high).
1.0 10.0
1 = tiny change / config, 5 = major product investment
1.0 10.0
Suggested: (impact / effort) — compute offline or use your team's rule. Higher is better.
1.0 10.0
1.0 10.0
1.0 10.0
1.0 10.0
1.0 10.0
1.0 10.0
For your highest-priority friction points, propose one experiment per block below. Include a clear hypothesis, the experiment design, metric(s) to measure, owner, and timeline.
State the measurable hypothesis (if we do X, then Y will change by Z).
How will you run the experiment? A/B test, prototype, checklist change, scripted call, etc.
Which metric will show success? Include baseline if known.
Start date, duration, and review date.
Define what result will be considered a success and the next step after success/failure.
Describe how you will track the experiment and who will be accountable for measurement. Be specific about data sources and reporting cadence.
Current value before experiment.
Target to consider the experiment successful.
Use the fields below to produce a concise one-page summary for stakeholders: top findings, top recommended experiments, expected business impact, and next steps.
High-level estimate of value (revenue, retention, cost savings) or qualitative impact.
A short paragraph (4-6 sentences) you can paste into an executive email or slide.
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