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.
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