Customer Journey Map: Cartesi hackers' experience

May 8, 2024

What is a Customer Journey Map?

A customer journey map is a handy tool for understanding and visualizing your target audience's experiences. As Kate Kaplan from the Nielsen Norman Group concisely puts it, a journey map consists of three key components:

  1. Timeline Skeleton: Begins by outlining user goals and actions.
  2. Narrative Development: Fleshes out the skeleton with user thoughts and emotions to create a narrative.
  3. Visualization: Condenses the narrative into a visual representation, facilitating insights for product or service improvement.

Why do we create a customer Journey Map?

In the previous article, we delved into the research conducted for Cartesi hackers in Web3 hackathons. As part of the research deliverables, we created a customer journey map. This map, based on extensive research data, serves several crucial purposes:

  1. As an interactive tool during interviews with the hackers
Figure 1: Simplified customer journey map UXBoost used

We created a simplified version of the customer journey map on Miro and used it as an interactive board during the interviews. We pivoted this approach and have no regrets! The board helps to enhance engagement during interviews with hackers and enables real-time validation of data and emotions.

  1. To create a shared understanding of Cartesi developers’ experience

Multiple departments within Cartesi are involved in building the entire developer experience. We want to break down the silos to foster a shared understanding of developers' experiences, hoping this tool can facilitate cross-functional conversations and collaborations.

  1. As benchmark

By clearly mapping out the journey, the map becomes a benchmark for comparing customer expectations with their experiences, guiding future improvements.

The customer journey map of Cartesi Hackers


Before diving into the journey map, allow me to introduce our persona, Adrian. Adrian is a 30-year-old software engineer with intermediate Web3 experience. He is participating in his second hackathon, motivated to join the Cartesi track during ETH Paris.

Figure 2: Primary persona

 Some of his key traits are listed below

  • Age: 30
  • Web3 experience: Intermediate (Have some experience doing Web3 side projects)
  • Hackathon experience: Second time joining hackathon
  • Motivation to join the Cartesi track: Trying new technology, Able to use familiar programming languages with Cartesi, Exceptional support from the Cartesi team

The Customer Journey Map


Now, let's explore Adrian's journey, focusing on his discovery of the Cartesi track and building on Cartesi during ETH Paris. The map highlights:

  • Journey phase: High-level stages of the experience, acknowledging that learning and building can occur concurrently.
  • Actions: Adrian's behaviors and steps throughout the journey.
  • Feeling: His thoughts and feelings at each point, whether satisfied or frustrated.
  • Needs and pains: Specific desires and challenges Adrian encounters.
  • Touchpoint: Interactions with the Cartesi team or ecosystem.
  • Opportunities: Map out the opportunities to help improve the hacker’s experience.

🌐Check out the customer journey map here: Link


A journey map helps to shed light on the actual customer experience and allows teams to focus on customers’ thoughts, actions, and emotions. As Web3 projects prioritize community experience, journey maps serve as effective tools for illustrating these experiences.

However, it's crucial to remember that the journey map is iterative. The map you created today can be outdated if there is a change in the product or services. It must evolve alongside product or service changes, always grounded in user research rather than assumptions.

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About the Author

Valentinie Wong

Valentinie is a UX researcher with a background in Cognitive Science. She has experience researching different industries, from E-government services, credit bureau, UX learning platforms, blockchain, food delivery, etc. For her, there is nothing more rewarding than seeing how user research can inspire and shape products that solve real user problems.