A journey map communicates a journey through a specific process using the lens of a persona.
Journey maps are a great way to externalize and communicate the user's behavior and underlying motivation, and as a tool to humanize them. Journey maps help create empathy in teams to ideate against.
A journey map is useful at many stages during the design process to illustrate complicated ideas and processes in a simple, visual way.
When creating a journey map, start with information about the persona or user type you are putting through the journey, as well as a scenario to create context.
A good scenario for a journey map occurs over a period of time and includes:
Some questions your scenario should answer:
For each step along the way in the scenario, consider vividly how your persona would respond. Incorporate the information gained from user research during this exercise, using even direct quotes and observations that fit the persona type you are mapping out.
The emphasis along the way should be focused on the human experience rather than the technology.
Through this, we are representing the interconnectivity between a persons actions, thoughts, and external factors. Our information is making the leap to becoming applied knowledge.
Summarize the highs and lows in the persona's experience, potentially even probing at why you think they occurred. Offer insights and recommendations to make this summary actionable and thought provoking.
As the designer and person telling the user's story, it's up to you how much you want to zoom in or out. What's the ideal amount of detail needed for the goals of your project? You can choose to zoom in and be very focused and nuanced on this person's experience, or zoom out to provide high level context.
Now that you've created a journey map, don't let it collect dust in a repository somewhere. Print it out, and hang it up. Pin them in your slack channel. Keep them accessible for reference on a page in your design file.
Using research artifacts like Journey Maps are often a big sticking point for teams. Here are some exercises to get you unstuck:
Focus in on a high point in the journey map (or across several journey maps) and ask:
Focus in on a low point in the journey map (or across several journey maps) and ask:
Reflect on the journey maps and ask the team to create hypotheses that resolve the following questions: