How to create a User Journey Map?

When?

Typically, user journey map is created during the design and development phase of a project, after user research and analysis have been completed.

Getting Started

User journey mapping is used for visualizing and understanding a user’s experience as they interact with a product or service.  It involves creating a detailed map of the steps a user takes from the initial awareness of a product or service to the eventual purchase and beyond. User journey maps are used by product designers, marketers, and other stakeholders to gain a better understanding of how users interact with a product or service, and to identify areas where the user experience can be improved. User journey maps are alternately called CustomerJourney maps or experience maps. 

Types of user journey maps

User journey maps can be categorized into several types based on their purpose and scope. Here are some of the most common types of user journey maps:

1. Current state journey maps: These maps document the user's current experience with a product or service. They highlight pain points, opportunities for improvement, and areas where the user experience can be improved.

2. Future state journey maps: These maps visualize the ideal user experience that a product or service should offer. They can be used to set goals and guide product development.

3. Persona-based journey maps: These maps focus on a particular user persona, highlighting their goals, motivations, and pain points. They can help to personalize the user experience and identify areas for improvement.

4. Channel-specific journey maps: These maps document the user experience across different channels or touchpoints like social media, email, or a website. They can help to identify where users are dropping off or getting stuck.

5. Task-based journey maps: These maps focus on a specific task or goal that a user is trying to accomplish. They can help to identify areas where the user experience can be streamlined or simplified.

6. Competitive journey maps: These maps compare the user experience of a product or service with that of its competitors. They can help to identify areas where the product or service can differentiate itself and gain a competitive advantage.

How to?

1. Define the purpose and scope: Identify the problem and your target audience. Determine the scope of your user journey map based on the context of the user experience you are analyzing.

2. Develop user personas: Create user personas based on user research and identify their needs, goals, pain points, and behaviors. Use these personas to guide your user journey map. 

3. Map user touchpoints: Identify various touchpoints where users interact with your product or service. These could include website visits, email communications, customer support interactions, and more.

4. Collect data: Collect data from a range of sources, including user feedback, analytics, and user testing. Use this data to identify patterns and insights that inform your user journey map.

5. Plot the user journey: Using the identified touchpoints, plot the user journey across a timeline. Highlight key moments of the user’s experience, including successes, failures, and frustrations.

6. Identify pain points and opportunities: Analyze the user journey map to identify pain points and areas where the user experience can be improved. Identify opportunities to improve the user experience and set goals for improvement.

7. Share and iterate: Share the user journey map with stakeholders and team members to gain feedback and iterate on the design. Continuously test and refine your user journey map to ensure it accurately represents the user experience and aligns with business goals. 

Do’s & Don'ts

 

Do’s

Don’ts

Pick up a single journey for a single persona at a time. Have a clear goal in mind for the journey. Do include steps across different devices and processes, which would appropriately illustrate the journey. Do involve cross-functional teams, including UX designers, product managers, developers, and stakeholders, to ensure a holistic view of the user journey. Do gather data from multiple sources to ensure a comprehensive understanding of the user journey. Do keep the user at the center of the journey map and focus on their needs and goals. Do use visual elements like icons, colors, and symbols to make the journey map more engaging and easy to understand.  Do test and iterate the journey map regularly based on feedback and new insights.

Don’t try to map the whole functionality of a product on a single journey map. Don't assume that you know the user journey without doing proper research and analysis. Don't focus solely on the user interface and neglect the context in which the user is using the product or service. Don't limit yourself to only one perspective, such as the company's point of view or the user's point of view. Consider multiple perspectives to get a more comprehensive understanding of the user journey. Don't make the journey map too complicated or cluttered. Keep it simple and easy to understand. Don't treat the journey map as a one-time activity. Continuously update and refine the journey map based on new insights and feedback.

 

 

Templates 

• CJM Template from Sigma Community

• Customer Journey Map Template from NNGroup

• CJM Templates from UXpressia

• How to Create an Effective Customer Journey Map [Examples + Template] from Hubspot

• Customer Journey Map Template from Mural
  
  

Suggested Tools 

For Brainstorming

• Whiteboard & Markers

• Pen & Paper

• Post-it notes 

• Jamboard

For Creating the Presentation

• Figma

• Google Slides

• Miro

• UXPressia

References 

• When and How to Create Customer Journey Maps from NNGroup

• What are Customer Journey Maps and Why Do They Matter? from CareerFoundry

• Customer Journey Mapping from Atlassian

• 144 Best Customer Journey Map Templates and Examples from User Interviews

• How to understand, use, and build customer journey maps from Fullstory

• Customer Journey Map Workshop by PlaybookUX channel

 

Other Related Best Practices

• Basics of User Research

• How to conduct Secondary Research