User Journey Mapping


This introductory scheme gives SMEs an overview to the practice of improving customer experiences by better understanding how their customers interact with their products, services and processes.

Who is this for

SMEs interested to:

  • understand current customers better;
  • identify customers’ high and low moments while interacting with them; and
  • determine areas of improvement to improve customer experience


To enable SMEs to:

  • better understand customer journeys; and
  • experience customer-centric approach to identifying growth and improvement opportunities

Programme outline

Depending on scope of project, design consultant will:

  • conduct customer research e.g. through user interviews and observations;
  • provide overview of customers’ interactions with SME’s products and services;
  • provide overview of current service blueprint;
  • identify areas for improvement to achieve desired customer experience

  Note: For SMEs that wish to develop a comprehensive roadmap for business improvement, please refer to the Design for Business: Frame and Scope scheme.

Eligibility criteria

Companies must be:

  • registered and operating in Singapore;
  • have minimum 30% local shareholding; and
  • company’s group annual sales turnover not more than S$100 million; or
  • company’s group employment size not more than 200 workers
Interested SMEs should contact their Enterprise Singapore Account Manager or email for details.

Interested in this initiative?

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