Customer journey

As explained in Architecture Modernization: Socio-technical alignment of software, strategy, and structure

A user journey is the sequence of interactions and experiences a user has while pursuing a goal with a product or service.

A customer journey is a sequence of interactions and experiences through which a customer pursues a goal. In domain analysis, journeys clarify processes without automatically defining domain boundaries. section 9.4.4

Compare a journey with subdomains rather than assuming they coincide:

• Fully aligned: one subdomain handles every step of the journey. section 9.4.4
• Aligned with delegation: one subdomain manages the journey while delegating parts to capabilities such as identity verification or wallets. section 9.4.4
• Unaligned: the journey composes several subdomains because its steps involve different concepts reused elsewhere. section 9.4.4

Mapping journeys for market development

EventStorming can map business workflows and customer journeys in detail. Teams analyze each step to identify modernization needed for new markets. A travel company learned this urgency when pandemic-era refunds overwhelmed a manual spreadsheet-based process, damaging customer experience and reputation. section 3.2.3

Using journeys in modernization workshops

A modernization workshop can connect customer pain points and product goals to capabilities in a monolith, then select and plan a first modernization slice. Product and engineering participants use the journey context to test architectural ideas against business objectives. section 4.4.2

Figure 9.17 Subdomain and user journey are fully aligned.

Use the alignment diagram to distinguish a journey that maps directly to one subdomain from alternatives that delegate or split across boundaries. section 9.4.4

How Architecture Modernization: Socio-technical alignment of software, strategy, and structure covers it

How deep it goes

Distinguishes three journey-to-subdomain relationships and explains when complexity or reuse makes full alignment unsuitable.

Examples

Uses onboarding, pandemic-era travel refunds, and modernization workshops as concrete journey-analysis examples.

What you can do after

Evaluate whether a journey should align with, delegate to, or compose multiple subdomains.

How it connects

Connects customer journeys with EventStorming, subdomains, domain boundaries, business workflows, and modernization.

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Also explained in

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  First-Party Data ActivationA coordinated sequence of interactions and decision steps that guides a prospect or customer toward a marketing objective over time.
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  Collaborative Software Design: How to facilitate domain modeling decisionsA customer journey is the sequence of experiences and interactions a customer has while pursuing an outcome with an organization.
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  BDD in Action, Second EditionA user journey is the sequence of interactions and experiences through which a user pursues a goal with a product or service.
• 

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  Design for DevelopersA user journey map is a visual narrative of a user's actions, thoughts, feelings, and opportunities for improvement across connected product touchpoints.
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  Automating API DeliveryA user journey is the sequence of stages and actions an actor performs while interacting with a product or service to achieve a goal.

Compare how 6 books explain customer journey →

Related concepts

• touchpointhas part · A touchpoint is a point or instance of interaction between a person and a product, service, organization, brand, or system.
• software design EventStormingused by · Software design EventStorming is a collaborative modeling technique that explores domain events and processes to inform software structure and behavior.
• business taskhas part · A business task is a cohesive user-oriented activity that contributes to a business goal and can be composed into a user journey.
• personaused by · A persona is a defined identity or representative profile characterized by traits, goals, perspectives, or behavior that guides an agent’s or user group’s representation.

This explainer was generated by Manning's knowledge graph from the text of Architecture Modernization: Socio-technical alignment of software, strategy, and structure. The section links point to the parts of the book it draws on.