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Custer journey design

From the first inquiry to repeat purchases

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author
Jos Moerkerken
UX designer

Three situations we encounter every day with online stores.

Why Your Customer Journey Isn’t Working

  • You see drop-offs, but not the cause

    Your data shows that people drop off between the product page and checkout, but you don’t know why. Without knowing the reason, every improvement is a guess. We’ll start with the sources that already hold the answer: service inquiries, search queries, and reasons for returns.

  • Each team focuses on its own part

    Marketing focuses on campaigns, e-commerce on conversion, and customer service on wait times. Each team optimizes its own part, and the customer gets lost in the gaps between them. A single customer journey mapped out on paper makes it clear which team is responsible for which stage.

  • The customer journey is in a document

    A customer journey was mapped out once and has been sitting in a folder ever since. What’s missing is the link to action: what action, by whom, on which page. We provide that list instead of the diagram.

The customer journey as a growth engine

A customer journey isn’t just a diagram with stick figures and arrows. It’s a list of moments when someone is missing something: a size that isn’t clear, shipping costs that don’t appear until step three, an email that never arrives. Each of those moments costs revenue, and each can be resolved.

We map out that journey with the people who speak to your customers every day, and cross-check what they say against your data. The result isn’t a consulting report but a to-do list prioritized by impact, with the page or flow where each issue occurs listed for each item.

You’ll work with Jos Moerkerken, Head of Customer Experience at Redkiwi, alongside Joep and Lukas. During the monthly meeting, we review the list, assess together the impact of the previous action, and determine the next step. We’ve been designing customer journeys for online stores since 2004, and those 22 years of customer insight are the driving force behind the choices we propose.

  • 22+ year experience
  • 9,3 Customer service
  • 55+ Kiwi specialists

What does designing a customer journey entail?

Four layers. The target audiences: who is buying, what they already know, and what they still need to figure out. The moments: every step from the initial inquiry to repeat purchases, including service and returns. The friction: what’s missing at each moment, supported by service inquiries, search behavior, and analytics rather than assumptions. And the owner: who takes ownership of it and on which page, in which flow, or in which system it lands.

From a poster on the wall to a to-do list

Most customer journeys die the moment they look good. We turn that around: the journey is complete as soon as every pain point has an owner and a place. After that, it becomes a living document that gets shorter every month, as items are removed and new ones are added based on what you measure. In the monthly meeting, we decide together what to remove next, complete with the rationale so you can see for yourself why.

Three services that make the customer journey actionable.

What a customer journey relies on

Mapping out a customer journey is step one. The real value comes from execution: testing whether an intervention works, presenting the right offer at the right time, and automating the follow-up. We tackle all three with the same team.

From the first session to ongoing adjustments in five steps.

This is how we design your customer journey

  • 1. Session with your own team

    We bring your service, sales, and e-commerce teams together. They know which questions come in every day, and that’s the quickest way to identify friction points.

  • 2. Validating with data

    We cross-reference what comes up in that session with your analytics, site search queries, and reasons for returns. Assumptions are either confirmed or discarded.

  • 3. Mapping out the journey

    Every moment—from the initial inquiry to the repeat purchase—is consolidated into a single overview, including the friction at each step. Now everyone sees the same path.

  • 4. Creating a To-Do List

    For each pain point, we determine the action to take, the owner, and where it will be assigned. We prioritize based on what yields the greatest results, not on what can be done the fastest.

  • 5. Make Monthly Adjustments

    Review the list every month, assess the impact of the previous action, and select the next one. This keeps the process current rather than turning it into an archive.

Three initiatives where the customer’s journey was the starting point.

Brands that tackled their customer journey

  • Bruynzeel Kitchens

    A scalable growth engine for the consumer market

  • RET

    AI as a Catalyst for Digital Passenger Growth

View all our case studies View all our case studies

Independent advice, no bias.

How we measure and improve the customer journey

Boost your e-commerce conversion with smart product recommendation software

InRiver

Free analytics tool with heatmaps and session recordings

Magento Commerce

A single consent policy across all your domains and markets
View all our partners View all our partners

Walk through your customer journey with us

We’ll walk through your customer’s journey, from initial inquiry to return. You’ll learn where we see friction and which moments would be most beneficial to address first. It takes just one hour and doesn’t commit you to anything.

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Agreement 

Meet our specialists

Jos Moerkerken
UX designer
Joep Eiting
UX designer
Meet the whole team Meet the whole team

What does it cost to design a customer journey?

Every collaboration is tailor-made. The cost in your case depends on the number of target audiences, how many channels are involved, and whether additional research is needed.

What you’ll always get: a session with your own service and sales teams, every assumption validated by data, a to-do list with assigned owners instead of a consulting report, and monthly adjustments with supporting rationale.

Want to know where your customers are dropping off? Schedule a call, and we’ll walk through the process together.

Schedule a call Go to the contact form

Frequently Asked Questions About the Customer Journey

01/ What is a customer journey?
The path a person takes from their initial inquiry to a repeat purchase, including the moments when they drop off. Not as a chart on the wall, but as a list of places where your customer is missing something. Each of those places represents a specific action you can take in your online store, your email, or your customer service.
02/ What are the benefits of a customer journey analysis?
A list of areas for improvement ranked by impact, along with who is responsible for each item and where it will be implemented. So, not just a diagram with stick figures and arrows, but the reason why your next sprint will focus on the product page rather than the homepage.
03/ Do we need customer research for a customer journey?
Often less than you might think. Your service inquiries, reasons for returns, site searches, and analytics data already reveal a lot about where people get stuck. We only conduct additional research when those sources contradict each other or provide no insight.
04/ How long does it take to develop a customer journey?
A first draft is usually ready within a few weeks, because the people who interact with your customers on a daily basis already know a lot. After that, the customer journey evolves based on what you measure and test. We don’t deliver a document that sits in a folder for a year—we provide a to-do list that gets shorter every month.
05/ How much does it cost to develop a customer journey?
That depends on the number of target audiences, whether research is needed, and how many channels are involved. Every collaboration is custom-tailored, so we won’t quote a price until the scope is clear. During a one-hour consultation, we’ll work together to determine which journey to tackle first.