Carry Out This Method
Determine the task or interaction to illustrate. Technology may or may not be involved, but the task must be relevant to your product.
Your first journey map for a product should be based on your primary persona.
For each persona, list each touchpoint and how the persona feels & reacts.
- 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.
- Express concrete thoughts in the form of quotations from the point of view of the persona.
- Include every question the persona has, and whether they are answered or unanswered.
- Specify whether the persona has a positive or negative emotional response to each stimulus.
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
- Harvard Business Review: Using Customer Journey Maps to Improve Customer Experience
- UX Mastery: How to Create a Customer Journey Map
- Nielsen Norman Group: When and How to Create Customer Journey Maps
- Smashing Magazine: All You Need To Know About Customer Journey Mapping
- Usability Geek: Customer Journey Maps – A ‘Quick And Dirty’ Technique To Create Them