User Journey Mapping

A user journey map is a visual representation of the experience that a user goes through in order to accomplish a goal or to complete a certain task. The tool is very useful not only to map the steps but also to understand customer needs and pain points.

Apart from some contextual information that also includes the user persona (1️⃣+2️⃣), a user journey map organizes high-level phases into a timeline (3️⃣), with each such phase then broken down into more detailed steps (4️⃣). When walking users through that process, comments and utterances can be noted (5️⃣) as well as the emotional state or the level of satisfaction can be recorded (6️⃣) such that particular areas of improvement can be identified: