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Journey Maps

A Journey Map is a visual summary of a Persona’s experience using a product or interacting with a brand. It illustrates each touchpoint and how they feel about it. These maps, like personas themselves, are based on real data from interviews, ethnography studies, and contextual research.

Journey Map formats are not consistent from company to company, or even product to product; some are highly stylized, some are very simple and plain. Viewing journey map examples will be helpful when determining what your particular map needs to include and how it should be presented.

Description

Schedule Time & Gather Materials

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Schedule Time:

  • Time per Journey Map: ~ 3 – 4 Hours
Gather Materials

Gather Materials:

  • Pre-existing research materials
  • A previously created persona
  • Design software of your choice

Carry Out This Method

Step One

Determine the task or interaction to illustrate. Technology may or may not be involved, but the task must be relevant to your product.

Step Two

Your first journey map for a product should be based on your primary persona.

Step Three

For each persona, list each touchpoint and how the persona feels & reacts.

  1. For example, if you create a journey map for ordering pizza, include the persona’s motivation to order online rather than calling, every step of the online ordering experience, how the persona felt about the pizza arriving late, and the user’s enjoyment of the pizza itself.
  2. Express concrete thoughts in the form of quotations from the point of view of the persona.
  3. Include every question the persona has, and whether they are answered or unanswered.
  4. Specify whether the persona has a positive or negative emotional response to each stimulus.

Step Four

Create your journey map. Format and method of delivery will depend on your organization and the project. It should be organized, visual, and clear.

Try These Tips

  • Searching for “journey map” online will yield many varied examples of journey maps that you can use for reference and inspiration.
  • When creating your series of touchpoints, try to include an unforeseen obstacle like internet connectivity issues or a traffic jam. This will help your design team take into account unlikely but common scenarios in which a user’s negative impression of your product is not your fault but could be alleviated.

Explore More Resources

Shipping & Delivery

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