Ludwig, ThomasWang, XiaoyuKotthaus, ChristophHarhues, SimonPipek, VolkmarBurghardt, ManuelWimmer, RaphaelWolff, ChristianWomser-Hacker, Christa2017-08-092017-08-092017https://dl.gi.de/handle/20.500.12116/3263Enterprises are increasingly starting to apply a user-centric perspective in their product and service development processes. This paper uses the concept of customer journey mapping (CJM) to visualize customers’ needs and perceptions throughout all of their relationships with an enterprise to improve development processes. Currently, CJM focuses more on business-to-consumer (B2C) relationships than on business-to-business (B2B) settings. In contrast, we here examine how to conceptualize a CJM template for B2B relationships by researching Bosch Packaging Technology – Business Unit Pharma, a large pharmaceutical packaging company. We employ user narratives from expert interviews, design workshops, and customer interviews/observations to visualize knowledge about customers in a CJM.enCustomer Journey MappingUser Experience DesignUser NarrativesNarrative InquiryKnowledge ExternalizationUser-Central PerspectiveText/Conference Paper10.18420/muc2017-mci-0108