IDEO

IDEO -Journey Map Analysis

This exercise, adapted from LUMA, helps teams turn journey maps into action. Analyze maps to find patterns, pain points, and opportunities. Then, translate these insights into design solutions. Focus on where and how to improve the user experience.

Duration
1 hour
Group Size
4-8
Category
IDEO
Difficulty
Easy
The goals of this exercise are to: extract insights from journey maps, identify key intervention points, develop a systematic approach to interpreting maps, transform understanding into design direction, and build skills in pattern recognition.
Participants will have: analyzed a journey map, extracted key insights, and identified improvement opportunities.
Encourage teams to look beyond surface-level pain points. Help them find systemic issues and root causes. Push for specific insights, not just general observations. Use different colors to categorize different types of issues. Sometimes teams struggle to move from insight to 'How Might We' questions; provide examples.
Work through a structured process to examine journey maps. Look for patterns, pain points, and moments of delight. Then, identify strategic opportunities.

Here's how to run it:

  1. Review the journey map (10 min): Make sure everyone understands the user journey.

  2. Identify pain points (15 min): Mark moments of frustration or difficulty.

  3. Find moments of delight (10 min): Highlight positive experiences.

  4. Spot pattern clusters (15 min): Look for related issues across touchpoints.

  5. Prioritize opportunity areas (10 min): Rank intervention points by impact and feasibility.

  6. Generate How Might We questions (15 min): Turn insights into design prompts.

  7. Map to design implications (5 min): Connect insights to design directions.

Unlock Step-by-Step Instructions

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For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

Unlock Pre-Work Requirements

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  • Completed journey map(s)

  • Colored sticky notes

  • Analysis framework template

  • Markers

  • Prioritization matrix

  • "How Might We" question templates

  • Pattern identification worksheet

Unlock Materials Required

Create a free account to access step-by-step instructions, agendas, and resources for all activities.

  • Facilitator Guide (PDF)
  • Participant Workbook Template
  • Presentation Slides
  • Printable Materials

Unlock Resources & Templates

Create a free account to access step-by-step instructions, agendas, and resources for all activities.

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