The interactive Customer Journey map is a part of my Master Thesis which I'm performing with Kristin Edvardsen. We are mapping users' experience from the moment they hear about a web based service, until the moment they sign up and start using the service. The process a customer goes through cover multiple stages created by different teams with mixed agendas but is perceived as one experience by the customer.
The idea behind the method is to map the whole user journey in order to find the most important usability and experience problems when using a service. Creating one visualization that makes it easier to understand the user experience from a holistic perspective and to focus resources in order to improve lacking parts.