f.fieldwork cx
A FIELDWORK CX TOOL · FREE, ALWAYS

Build your customer journey map right here.

Fill in five stages, plot the highs and lows, export a share-ready map in ten minutes — no software to learn.

Start mapping — it’s free
No sign-up Autosaves as you go Yours to share
THE JOURNEY MAP BUILDERMAKE THE INVISIBLE, VISIBLE ✳
YOUR WORKSPACEHalde Skin
All changes saved
A REAL-WORLD EXAMPLEHalde Skin
012
022
032
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EMOTIONAL JOURNEYDrag the dots to shape the highs & lows
AwarenessConsiderationPurchaseOnboardingLoyalty
Private by default. Your map is saved in this browser.
Start with the Halde Skin example, or make it your own.SCROLL TO SEE HOW
A SMALL, USEFUL EXERCISE

From scattered thoughts
to the whole story.

Good customer experiences don't happen in one department. Put the moments on the board and see what your customer sees.

YOUR MAP STARTS WITHHalde Skin ✳
01
Instagram adCurious
02
Reads policy
03
Checkout
04
Waiting for
shipping
05
Feels like
a regular
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01

Name your five stages

Walk the path from “I’ve never heard of you” to “I tell my friends.” Start with the five moments every journey has.

ADD WHAT REALLY HAPPENS
Sees Instagram adTOUCHPOINT
Reads return policyTOUCHPOINT
Will it arrive in time?PAIN POINT
02 / 03
02

Drop in the real moments

Note every interaction, feeling, and friction point. Don’t polish it — useful beats perfect.

A SHARED POINT OF VIEW
The customer
is connecting
the dots.
↗ SHARE-READY
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03

Export or share the map

Bring the full picture to your next team conversation. Download a PNG, save a PDF, or share a link.

A MAP FROM THE FIELD

It’s easier to care
when you can see it.

Halde Skin is a fictional DTC skincare brand built from familiar customer moments. Toggle the example on the map and follow the dip: an order is placed, then the waiting begins.

↘
A tiny moment, a big feeling.

“Waiting for shipping confirmation” is a good place to ask: what could we say, and when?

Explore the example map
THE MOMENT BETWEEN04 / 05
“

Order confirmed.
Now what?

A CUSTOMER IS STILL HERE.
GOOD FEELING
ORDERWAITINGARRIVES
A map isn’t the answer. It’s a better question.
“
A NOTE FROM THE TEAM
“I used to run this exercise with sticky notes and a conference room. Now I map the journey in ten minutes and send my team a link before we meet.”
RI
Renata IbarraHead of CX at Loomwell
A good map makes room
for everyone’s point of view.
Mara Lindqvist, founder of Fieldwork CX, beside a pinboard of sticky notes
THE PERSON BEHIND FIELDWORK

Meet Mara.

Mara Lindqvist ran customer experience for two direct-to-consumer brands before starting Fieldwork CX. She spent years running journey-mapping workshops with sticky notes and conference rooms — and kept seeing the same thing: teams knew where customers struggled, but nobody had the whole picture in one place. Fieldwork is her answer: a free map anyone can start, and a working session when you want a second set of eyes.

In a 90-minute working session, you’ll:

  • Walk through your map together, stage by stage
  • Pinpoint the dip that’s costing you the most
  • Leave with three prioritised fixes your team can start on
— MaraFOUNDER, FIELDWORK CX
Book a working session
✳
WANT A SECOND SET OF EYES?

Make a little room
for the customer.

Mara Lindqvist has led customer experience for two DTC brands. Book a working session to turn your map into a useful next move.

MARA LINDQVIST · FOUNDER, FIELDWORK CX
MAKE ITMATTERFOR THE CUSTOMER