Strategy

Journey Map

Journey mapping visualizes a person's process to achieve a goal. It's a holistic view of interactions with an organization, service, or product over time and across channels.

Duration
4 hours
Group Size
4-8
Category
Strategy
Difficulty
Easy
Participants will:

  • Visualize the end-to-end user experience.

  • Identify pain points and opportunities.

  • Build empathy through understanding user emotions.

  • Align teams on a shared user experience understanding.

  • Prioritize design interventions.

  • Uncover gaps between desired and actual experiences.

A completed journey map visualizing the user experience and identifying improvement areas.
Ground the journey map in real user research, avoiding assumptions. Include both digital and physical touchpoints. Limit the map to one persona. Capture emotions, not just actions. Identify 'moments of truth' that define the experience. I've found it helpful to start with a small, well-defined scope; otherwise, the exercise can become overwhelming.

  1. Define the journey's scope and user persona.

  2. Identify journey phases (awareness, consideration, purchase, use, loyalty).

  3. Map user actions at each touchpoint.

  4. Document user thoughts and questions at each stage.

  5. Chart emotional highs and lows.

  6. Identify touchpoints and channels used.

  7. Note pain points and friction.

  8. Highlight opportunities for improvement.

  9. Add supporting data and quotes.

  10. Validate the map with real users.

  11. Prioritize improvements based on insights.

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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

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  • Large wall space or digital whiteboard

  • Sticky notes (multiple colors)

  • Markers and pens

  • User research data

  • Persona documentation

  • Journey map template

  • Dots for voting

Unlock Materials Required

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

Unlock Resources & Templates

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