Define phase

Journey Map

Map the story of your user's experience with your product or service to identify pain points and opportunities.

What it is

A journey map is a story that provides insights into your user's experience with your product or service.

When to use it

It provides the context of all parts of the journey and touchpoints that will impact a user's experience, helping you identify pain points and opportunities for improvement.

How to run it

Define: what journey are you mapping? Select a point of view (one user or multiple).

Define your scope (end-to-end or snapshot).

Map across: Key Phases, Actions, Touchpoints, Thoughts and Feelings, Pain Points and Opportunities.

Start rough and refine over time — this is not a solo activity.

Be clear on purpose and focus of your map: What journey are you mapping?

Select your point of view: One user’s perspective, or multiple?

Define your scope: complete end-to-end, or snapshot?

Define what content to map: We have made recommendations in this template.

Use short, evidence-based statements. Add quotes, emotions, channels and supporting evidence where useful.

Related tools

Pairs well with these other methods from the define phase.

Define

Empathy Map

Break down a user's experience and attitudes to clarify their behaviours, motivations and pain points.

Define

Personas

Create profiles that summarise groups of users with similar characteristics to build team empathy.

DefineTechnique

Storyboard

Capture the end-to-end user experience of how your service, product or policy concept works.