<span data-metadata=""><span data-buffer="">Mapping the Purchase Journey for Škoda

"Skoda customer journey map showing the car purchase experience, displayed on the wall during a workshop.

<span data-metadata=""><span data-metadata=""><span data-buffer="">Building a Clear, End-to-End View of the Customer Experience

When a customer decides to purchase a car, the journey is rarely linear. For Škoda passenger cars, the goal was to better understand this complex path from first consideration to post-purchase moments, and identify where the experience could be improved.

<span data-metadata=""><span data-metadata=""><span data-buffer="">The role of the Experience Map

We created a customer experience map to visualise the entire purchase journey, highlighting key touchpoints, potential pain points, and opportunities for enhancement. The map was used not only to identify experience gaps, but also to help educate internal teams on the full end-to-end customer journey, and to highlight the varying emotions and mindsets people experience along the way.

 

This wasn’t about following a single persona or path, but understanding the overall journey most customers go through, and the impact each moment can have.

<span data-metadata=""><span data-metadata=""><span data-buffer="">My Role

As lead experience designer, I was responsible for:

  • Reviewing and synthesising existing research and data
  • Creating a comprehensive journey map
  • Planning and facilitating a stakeholder workshop
  • Using the workshop to validate insights, surface gaps, and highlight improvement opportunities
  • Delivering a refined experience map capturing the full end-to-end purchase journey

<span data-metadata=""><span data-buffer="">Collaborating Through a Workshop

To bring the map to life and ensure it reflected business context, we ran a collaborative workshop with stakeholders from marketing, sales, digital, and customer support. The session wasn’t just about reviewing the map, but about actively engaging teams to unpack the journey, highlight pain points, and spot opportunities for improvement.

 

Using the map as a working tool, we explored the customer’s mindset and emotions at each stage, helping teams break down silos, build shared understanding, and align around the most impactful areas for change.

Workshop in action: Exploring the journey map with Škoda stakeholders to uncover gaps and align on key opportunities.

The Outcome

The result was a robust, high-level experience map that gave the Škoda team a shared understanding of the customer journey, not just what was happening, but how it felt. The final map stretched over three metres in length and now lives on a wall in their office, acting as a central reference point for teams to align around key moments in the journey and continuously improve the customer experience.

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