Journey Maps
Mapping what actually happens.
What They Are
Visual representations of a user's experience across time, touchpoints, and emotional states. Most journey maps are made in conference rooms by teams guessing. These are built from research data — interviews, observations, diary studies.
How They Work
Synthesize interview and observation data into phases. Map actions, thoughts, feelings, and pain points at each stage. Identify moments of truth — the points where the experience either wins trust or loses it — and opportunity areas where intervention would matter most.
Anatomy
Phases or stages across the top. User actions — what they actually do. Thoughts and questions — what's going through their head. Emotional arc — where they're frustrated, confused, confident, delighted. Pain points — where it breaks. Opportunities — where it could be better. Touchpoints and channels — where the interaction happens.
What They Produce
A shared reference artifact the whole team can align around. Prioritized opportunity areas grounded in observed behavior. And clarity on where the experience breaks down — not based on assumptions, but on what people actually went through.