Service Design Tools

SDT-Journey Map

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

Duration
4 hours
Group Size
4-8
Category
Service Design Tools
Difficulty
Easy
Participants will: Visualize the user experience from start to finish. Identify pain points and opportunities. Build empathy by understanding user emotions. Align teams around a shared user understanding. Prioritize design interventions. Uncover gaps between desired and actual experiences.
A completed journey map. A visualized service experience. Identified improvements.
Base the journey on research, not assumptions. Include digital and physical touchpoints. Focus on one persona per map. Capture emotions, not just actions. Look for key moments that define the experience. Consider the journey before and after your service. Update maps with new insights. Don't be surprised if the first map reveals unexpected complexities; iteration is key.

  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. 7. Note pain points and friction. 8. Highlight opportunities for improvement. 9. Add supporting data and quotes. 10. Validate the map with 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

Unlock Pre-Work Requirements

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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

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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