Journey mapping

Journey mapping is a visualization of the process that a person goes through in order to accomplish a goal.

In its most basic form, journey mapping starts by compiling a series of user actions into a timeline. Next, the timeline is fleshed out with user thoughts and emotions in order to create a narrative. This narrative is condensed and polished, ultimately leading to a visualization.

Key Components of a Journey Map

Journey maps come in all shapes and sizes. Regardless of how they look, journey maps have the following 5 key elements in common:

  1. Actor
    The actor is the persona or user who experiences the journey. The actor is who the journey map is about — a point of view. Actors usually align with personas and their actions in the map are rooted in data.
  1. Scenario + Expectations
    The scenario describes the situation that the journey map addresses and is associated with an actor’s goal or need and specific expectations.
  1. Journey Phases
    Journey phases are the different high-level stages in the journey. They provide organization for the rest of the information in the journey map (actions, thoughts, and emotions).
  1. Actions, Mindsets, and Emotions
    These are behaviors, thoughts, and feelings the actor has throughout the journey and that are mapped within each of the journey phases.
  1. Opportunities
    Opportunities (along with additional context such as ownership and metrics) are insights gained from mapping; they speak to how the user experience can be optimized.

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Customer Journey Mapping: Your Definitive Guide

There is nothing magical about the process, and it is something that can be done by anybody. This guide aims to talk you through the process of mapping the customer journey from beginning to end. I even give you a customer journey mapping template to use.

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