Outcome
Journey Map
A Journey Map should be used whenever you are making strategic, functional, operational, or design decisions that involves or impacts users.
- Journey maps capture the interactions of different persona groups with a product, service or experience across an identified set of phases or touchpoints.
- A Journey Map is a visual artifact derived from primary research. It embodies the data in a consumable visual format that highlights the user experience across the product or service experience stages.
- On a journey map, we will show: steps and processes, areas that meet expectations, gaps and pain points, areas for improvement, emotions and opportunities.
- Journey maps are a reflection of the current state of your user experience, thus provide a true baseline of your service.
- Maps are a powerful tool to aid in project planning and prioritization, and provide the organization with the ability to quantify improvements.
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