User Journey Mapping
Last updated
Last updated
A journey map is a visualization of the process that a person goes through in order to accomplish a goal.
Journey mapping starts with listing what users do in order. Then, it adds what users think and feel to make a story. This story is refined into a picture.
You might hear "user journey map" and "customer journey map" used interchangeably. Both mean a picture of how someone uses your product or service.
Some say "customer" isn't always right (like in business-to-business where users aren't always buyers). What matters is agreeing on what's inside the map, not what it's called.
Journey maps have the following 5 key elements :
Actor
Scenario + Expectations
Journey Phases
Actions, Mindsets, and Emotions
Opportunities
The actor in a journey map is the persona or user for whom the journey is created. They represent the focal point of the map, offering a specific perspective. Actors typically correspond to personas, and their actions within the map are based on collected data.
To create a coherent narrative, each journey map should focus on a single point of view. For instance, a university might select either a student or a faculty member as the actor, each leading to distinct journeys. If both perspectives are important, the university would need to develop two separate maps, one for each user type.
The scenario outlines the specific situation that a journey map focuses on, tied to the actor's goal or need along with their expectations. For instance, a scenario could involve switching mobile plans to reduce costs, with the expectation of easily accessing all necessary information to make an informed decision.
Scenarios can be based on existing products or services (real scenarios) or anticipated scenarios for products still in the design phase.
Journey maps are most effective for scenarios that involve a sequence of actions (like shopping or traveling), describe a process that unfolds over time, or span multiple communication channels or touchpoints.
Journey phases are the main stages that structure the journey map, organizing information such as actions, thoughts, and emotions. These stages vary depending on the specific scenario, and organizations typically rely on data to define them accurately.
Here are some examples of journey phases:
Ecommerce Scenario (Buying Bluetooth Speakers):
Discover: Researching and exploring available options.
Try: Testing or experiencing the product, perhaps in-store or through demos.
Buy: Making the purchase decision and completing the transaction.
Use: Using the product in daily life or for intended purposes.
Seek Support: Seeking assistance or troubleshooting if needed.
Big (or Luxury) Purchases (Buying a Car):
Engagement: Initial interest and interaction with the brand or dealership.
Education: Learning about different models, features, and options.
Research: Gathering detailed information and comparing choices.
Evaluation: Assessing options based on personal needs and preferences.
Justification: Rationalizing the decision and considering financial aspects.
Business-to-Business Scenario (Rolling Out an Internal Tool):
Purchase: Making the decision to invest in the tool.
Adoption: Implementing and integrating the tool into daily operations.
Retention: Ensuring continued use and satisfaction among users.
Expansion: Scaling usage or incorporating additional features.
Advocacy: Promoting the tool internally and recommending it to others.
Each set of stages reflects the specific journey users undertake within their respective scenarios, guiding organizations in understanding and improving the user experience at each step.
These components describe the behaviors, thoughts, and emotions of the actor throughout the journey, mapped across each phase:
Actions: These are the actual behaviors and steps taken by users. They provide a narrative of what the actor does during each phase but are not intended to detail every single interaction.
Mindsets: These represent the thoughts, questions, motivations, and information needs of users at different stages of the journey. Ideally, they include direct quotes or insights gathered from customer research.
Emotions: Emotions are depicted as a single line spanning the journey phases, indicating the highs and lows of the user's emotional experience. This line offers context on where users feel delighted versus frustrated throughout their interaction with the product or service.
Opportunities, along with additional context like responsibility and metrics, are insights derived from mapping that suggest how user experience can be enhanced. These insights guide the team in:
Determining action steps based on the mapped knowledge.
Assigning ownership of specific changes or improvements.
Identifying the most significant areas for improvement.
Establishing metrics to measure the effectiveness of implemented enhancements.
These elements ensure that insights from the journey map translate into actionable improvements that benefit the user experience.
Alignment and Shared Vision: Journey mapping facilitates team discussions and aligns everyone around a unified understanding of the user experience.
Combatting Fragmentation: It addresses fragmented understanding within organizations by bridging siloed success metrics and responsibilities.
Effective Communication: Journey maps serve as powerful tools to communicate insights about users or services clearly and memorably to all stakeholders.
Basis for Decision Making: They provide a structured foundation for making informed decisions and prioritizing improvements based on the mapped insights.
