Designing Customer Journey Maps for Multi-User B2B Software
Designed for Senior Customer Success Managers and Solution Consultants responsible for onboarding and expanding enterprise clients using multi-user B2B SaaS platforms. to spark real collaboration and high-energy learning.
A 90-minute hybrid workshop set in a client strategy kick-off, with teams often overwhelmed by complex stakeholder networks and conflicting end-user needs. The audience struggles to move beyond generic journey mapping and needs tools to visualize multi-user interactions specific to B2B software adoption.
Mystery Stakeholder Envelope
Distribute sealed envelopes (physical or digital) containing a brief but vivid description of a B2B software end-user: 'I’m Mia, a project manager who hates status update emails but loves dashboards.' Participants guess which journey touchpoints will frustrate or delight their mystery user, sparking curiosity about the diversity of needs in B2B contexts.
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Why this works
Engages curiosity by personalizing the abstract concept of 'users' and primes participants for nuanced mapping.
B2B Journey Myth-Buster Flash
Present a rapid-fire poll: 'True or False—All users in a client organization experience the onboarding process the same way.' Facilitate a 2-minute debate over the most common misconceptions in multi-user journey mapping.
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Why this works
Reveals and challenges simplistic assumptions, helping participants confront real-world complexity.
Silent Touchpoint Voting
Display a journey map template with a dozen possible B2B user touchpoints (e.g., user invite, first login, data import, feature request). Participants silently use colored sticky dots or digital reactions to mark which single moment they think is most critical for each persona, lowering groupthink pressure.
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Why this works
Ensures low-pressure, equal participation and visualizes consensus or divergence in perceived key moments.
Persona Relay Race
Teams of 3-4 line up (physically or virtually), each team assigned a complex enterprise persona chain: Champion, Admin, End User. In a fast-paced sequence, each teammate explains, in 30 seconds, what their persona needs at a critical journey moment, passing the 'baton' to the next persona. Competitive and energetic, it illustrates touchpoint interplay.
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Why this works
Injects energy and highlights how user needs intersect within a real client organization.
SaaS Expansion Standoff
Pose a high-stakes scenario: 'The client’s Head of IT wants to expand licenses, but End Users are underwhelmed. Should you prioritize the Champion’s vision or End User adoption first?' Small groups debate and design two alternate journey maps, then vote on which path would drive sustainable expansion.
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Why this works
Hooks with real-world tension—mirroring the trade-offs CSMs face in multi-stakeholder accounts.
Journey Map Show & Tell
Invite participants to take 3 minutes to annotate their own customer journey map with a sticky note: 'One thing that surprised me about a real client’s journey, and one thing I would do differently next time.' Everyone shares their note in small groups, surfacing lived experience and personal insight.
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Why this works
Promotes reflection and connects new skills with participants’ authentic client work.
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