User Journey Map
What are User Journey Maps?
A User Journey Map charts out an archetypal journey of a user's interaction with a product, service or system (PSS), over time and across channels, fleshing out the user's emotions.
Why User Journey Maps?
They help teams visualize and story-tell users' journeys for deeper empathy, enabling more integrated sense-making of needs and identification of specific opportunity areas for innovation.
They also create a shared reference frame around the user experience across stakeholders.
Pens, Markers, Paper
Touchpoint: user actions and interactions with the organization. This is the WHAT the customer is doing;
Channel: medium of interaction, the context of use (e.g. website, native app, call center, in-store). This is the WHERE they are interacting.
Method Card Reference
Organize user experience insights
Persona and Scenario
Clarify user goals and scope of journey
Touchpoints and Channels
List them out in a chronological order
Rate emotional level of Persona at each touchpoint
Be especially mindful of the emotional experience of the Persona
Insights and Opportunities
Ideate with lenses to generate concepts
Journey maps should result in truthful narratives, not fairy tales. Base it on actual user research rather than assumptions about the user.
Base it on truth
The activity of journey mapping (not the output itself) is often the most valuable part of the process, so involve others. Invite stakeholders from various groups to be a part of compiling the data and building the map.
Collaborate with others
The temptation to create an aesthetic graphic or jump to design can lead to beautiful yet flawed journey maps. Make sure the synthesis of your data is complete and well-understood before moving to creating the visual.
Don't jump to visualization
Don’t expect to get “buy-in” and foster interest in your journey map by simply sending a lovely graphic as an email attachment. Make it a living interactive document that people can be a part of. Bring up your story in meetings and conversations to promote a narrative that others believe in and begin to reference. One idea is to create a journey-mapping showroom where anyone not on the direct team can come experience the process and resulting artifacts.
Engage others with the end product
This video gives you a walk-through on how to create and use a User Journey Map, through a worked example of a Autonomous Vehicle Design Challenge.
Here are examples of User Journey Maps used for a variety of contexts and done to a varying level of complexity.
Customer Touchpoints - The Point of Interaction Between Brands, Businesses, Products and Customers. (n.d.). Retrieved from https://www.interaction-design.org/literature/article/customer-touchpoints-the-point-of-interaction-between-brands-businesses-products-and-customers
How to Create a Customer Journey Map. (2016, February 12). Retrieved from https://uxmastery.com/how-to-create-a-customer-journey-map/
When and How to Create Customer Journey Maps. (n.d.). Retrieved from https://www.nngroup.com/articles/customer-journey-mapping/
Camburn, Bradley A., Jan M. Auernhammer, Karen Hui En Sng, Paul J. Mignone, Ryan M. Arlitt, K. Blake Perez, Zack Huang, Subarna Basnet, Lucienne T. Blessing, and Kristin L. Wood. "Design Innovation: A Study of Integrated Practice." In ASME 2017 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference (IDETC), pp. V007T06A031-V007T06A031. American Society of Mechanical Engineers, 2017.
Teo, K., Wee, Y., Swee, A., Altybayeva, A., Gopal, M., Kamiso, N., Foo, D., Lauff, C., Wood, K.L., “Design Innovation (DI) Learning Modules,” SUTD-MIT International Design Centre (IDC), SUTD, Singapore, idc.sutd.edu.sg, 2018.