A journey map is a visual tool that outlines the user’s pathway when engaging with a service, capturing each phase from the initial contact through post-engagement. It focuses on the user’s perspective, detailing interactions at each touchpoint, identifying potential hindrances, and documenting emotional highs and lows. This map often includes emotional layers to gauge user sentiment throughout the experience, providing a multidimensional view of their journey.
Journey Map
Also Called, User Journey, Customer Journey, Experience Journey, Employee Journey
Depicts a user’s step-by-step experience and emotions through a service’s touchpoints.
What stage of the design process are you at?
Research
Who would you like to engage in the design process?
Experts, Stakeholders
What aspects of the service are you working on?
Experience
What types of representation you'd like to use?
Map
Use it to
- Visualize the user’s end-to-end experience with the service.
- Identify and analyze touchpoints and interactions.
- Pinpoint pain points and areas for improvement.
- Understand and empathize with the user’s emotional journey.
- Coordinate cross-functional efforts to enhance the user experience.
- Design or refine the service flow to better meet user needs.