18F-Journey Mapping
Journey mapping visualizes a user's end-to-end experience with a product or service. It captures actions, thoughts, emotions, and pain points across all touchpoints. In this 4-hour exercise, teams synthesize research into a narrative. This reveals opportunities often missed when examining individual interactions. Teams map stages from initial awareness to post-use reflection. Identify key moments to amplify the positive and resolve the negative. A good journey map includes lanes for user actions, thoughts, emotions, pain points, and opportunities. The result? Cross-functional teams aligned around user experience. Teams can prioritize improvements based on emotional impact. And you'll reveal systemic issues spanning teams or channels. Journey maps should be living documents. Update them as new research emerges.
- A complete journey map.
- Visualized user experience.
- Identified opportunities for improvement.
- Journey mapping is a powerful tool, but it's not a magic bullet. It requires good user research data.
- Don't be afraid to iterate on the map as you learn more.
- For further information, search for "3-part series on the what, why, and how of journey mapping — GSA Customer Experience Center of Excellence."
Government Considerations:
- No PRA implications.
- Exempts direct observation and non-standardized conversation.
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