- To visually capture all steps of a user’s journey through a service or task from end to end (not just the digital touch points).
- In the Current State (Explore): To visualise your research of a user’s current journey so that you can see where there are opportunities for improvement.
- In the Future State (Make): To envision your ideal customer journey based on the opportunities you’ve identified.
When To Run This
- Current State: You’ve done research and you want to analyse the findings to see how current systems support a user’s experience.
- Future State: You’ve identified concepts or ideas that impacts the whole user experience, not just a specific point in the journey.
- Previous data or research
- Rough early journey maps
- Website or call centre data
- Journey Mapping template
- Post-it notes (3 x colours)
- Large wall space
- Large whiteboard
- Large roll of paper
Choose your team. You can map as an individual (for a lean approach), with your internal team or with clients. Ideally you would start with an internal team for a rough session (as outlined below) and then have another one with clients to make sure that your goals are aligned.
Gather your research, such as information collected from In-depth Interviews or Surveys.
Find a large wall in a quiet place that you and your team can lay out the map on.
Set up your space. Draw the Journey Mapping template (or print it) on a large roll of paper and attach it to the wall, or sketch it out on a whiteboard in your space.
Action It:Action It:
Set out the high level stages that your user would go through while completing a task, using yellow post-it notes. They can be in a line or a cycle. Think about the 5 E’s as you identify the stages:
- Entice. What event causes the user to enter the user experience funnel?
- Enter. What are the first steps in the user experience funnel?
- Engage. What task(s) is the user trying to do?
- Exit. How does the user complete the task?
- Extend. What follow-up actions happen after the user finishes the task?
Identify the actions your user takes at each stage to get them towards their goal, write them on blue post-it notes, and put them under that stage.
Map additional information. This could be pain points that act as a barrier, and notes that you feel are helpful, such as emotions or thoughts.
Next Steps:Next Steps:
Identify opportunities. Turn the pain points you’ve found into ways to improve the user journey. You can also use them to guide your How Might We Statements.
- The map should tell a simple story that focuses on the users’ needs, questions and feelings throughout their experience.
- At a glance, you should be able to see all the key points that a user goes through. It should remind you to keep their needs front of mind.
It's Going Well When:
- Your team can see where there are gaps in the map
Watch Out For:
- Assumptions - each insight needs to be tied back to the research
- Overcomplicating it - focus on one route