Journey Mapping
Visualize the full user experience, from first contact to loyal customer.
What is it?
A journey map is a visual representation of the steps a user takes to accomplish a goal with your product or service. It captures actions, emotions, touchpoints, and pain points across the entire experience, revealing opportunities to improve.
When to use it
Create journey maps when onboarding needs improvement, conversion rates are dropping, or you need to align stakeholders around the end-to-end user experience.
How to do it
Define the persona and the specific journey you're mapping (e.g., first purchase).
Identify all stages from awareness to post-experience.
Map actions, touchpoints, and channels at each stage.
Plot the emotional curve: where are users frustrated, delighted, or confused?
Highlight pain points and identify opportunities for improvement.
Pro tips
Base journey maps on real research, not assumptions. Interview actual users.
Include backstage processes (what the organization does) alongside the user's experience.