User Journey Maps

A visualization of a customer's objectives, needs, feelings and barriers throughout the path-to-purchase for a product, service or brand. Also, a series of steps (typically 4-12) which represent a scenario in which a user might interact with the thing you are designing.

There are two main reasons to have a user journey map:

1

PRESENT

demonstrating the way users currently interact with the service/website/product

2

FUTURE

demonstrating the way users could interact with the service/website/product

There are benefits...

I

Demonstrating the version for the project

II

Help us understand user behavior

III

Help identify possible functionality at a high level

IV

Help you define your taxonomy and interface

WHEN should you utilize a user journey map?

A user journey map is usually created within the discovery or requirements gathering phase, after PERSONAS.

They can help in visualizing user requirements.

User journey maps help feed into other design activities, such as information architecture and wireframing.

They are also used later in the design process with functionality details.

What should your user journey map include?

CONTEXT

Where is the user?

What is around them?

Are there external factors which may be distracting them?

PROGRESSION

How does each step enable them to get to the next?

DEVICES

What devices are they using

Are they a novice or expert?

What features does the device have?

FUNCTIONALITY

What type of functionality are they expecting?

Is it achievable?

EMOTION

What is their emotional state in each step?

Are they engaged, bored, annoyed?

NO SET RULES

There are no templates ways to create a user journey map. Each has a unique purpose.

Your purpose drives your map.

CREATE at least one journey for each of your primary personas.

USER'S GOALS & TASKS WISHED TO BE ACHIEVED

USER'S MOTIVATIONS

USER'S CURRENT PAIN POINTS

USER'S OVERALL CHARACTER

REMEMBER YOUR PURPOSE!

What do you wish to do/show? Show the current state of affairs, and highlight any changes to pain points that a future solution will solve.

Think of what an ideal world could look like. Highlight benefits to the user and the business. Always remember to speak with your development team to be certain that your vision is not only optimistic, but feasible.

WHAT SHOULD IT LOOK LIKE?

  • There are no set templates. What a user journey map looks like depends on who the audience for the user journey is.

  • If you are using a journey map to communicate with an EXECUTIVE COMMITTEE, it is a good idea to add illustrations to each step (much like a comic book or storyboard).

  • If the journey map is to communicate to DEVELOPERS, you can use a text-based journey map.

  • Include a picture of the persona the journey relates to, and include a title that summarizes the journey (e.g. "How to create a user journey map")

  • Have a series of steps in short, concise text.

  • If deemed necessary, an illustration of what's happening at each step can be a nice addition.

Some Examples

Your imagination is the limit! Create what will help you communicate what you need to get across in the most effective way.

ADDRESS
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CONTACTS
Email: support@journeymap.com
Phone: +1 (0) 000 0000 001
Fax: +1 (0) 000 0000 002