CX Game · Journey

Journey Jenga

See how one broken touchpoint can topple the whole customer experience.

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Participants

2–12

Seniority

Team

Level

Medium

Learning Objective

Teams can see and feel how a single broken touchpoint destabilises the whole customer journey — and learn to identify the load-bearing moments that the entire experience depends on.

How to Play

Setup

Label the blocks of a Jenga tower with touchpoints across the journey (some critical, some minor). Build the tower so the customer journey "stands" only while its key moments hold. Form teams that take turns.

Rules

On each turn, a team draws a "failure" card naming a touchpoint that just went wrong (e.g. "checkout error", "rude agent").
The team must remove the matching block from the tower and place it on top.
As blocks are pulled, the group discusses how that failure ripples to the rest of the journey.
If the tower falls, the experience has "collapsed" — the group identifies the load-bearing touchpoint that caused it.
Rebuild and replay, this time protecting the moments identified as critical.

Debrief

Reserve ten minutes — fragility is the lesson. Ask three questions in order:

Which single touchpoint, when it failed, brought everything down — and is it protected in real life?
Where does your journey have a load-bearing moment that no one explicitly owns?
What is one early touchpoint whose failure quietly topples everything downstream?

CX Principle Reinforced

The customer journey is only as strong as its weakest moment. Experiences are evaluated holistically, and a single failure at a load-bearing touchpoint — a broken handoff, a checkout error — colours the entire journey through the negativity bias, where bad is psychologically stronger than good. Journey Jenga makes interdependence tangible: you cannot optimise touchpoints in isolation because they hold each other up. Teams leave knowing which moments to protect first.

Format

Format: In-person (physical tower)
Players: 2–12
Duration: 30–40 minutes
Level: Medium

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