Journey Mapping

User Journey Maps (or Experience Maps) are visual representations of your users completing their task inside your website or application. This map shows the key stages of your users’ journey, and also contains information on how they feel and behave during these stages.

How does it help

A User Journey Map helps us emphatize with your users: it highlights the most important pain points and opportunities. Consequently, it will help us to make design decisions throughout the UX design process.

What will you get

While a User Journey Map is a deliverable itself, you will not only get a nice diagram (basically it is an infographic): you will get a detailed analysis of how your users interact with your product or service.

A User Journey Map is essentially a table with rows and columns. The columns represent the main steps of the process, while the rows are the main points of the analysis, for example:

  • Actions (what is required to get to the next step)
  • Thinking (users’ questions that need to be answered)
  • Feeling (emotions, happy moments and frustration)
  • Opportunities (how could we enhance the current experience)

It should be mentioned that we utilize two kinds of User Journey Maps: the current-state map, which shows how your users’ currently achieve their goals, and the future-state map, where we can capture how would your users encounter with your product or service if we create the map based on the desired experience. 

What is the process

Creating User Personas is an essential preliminary step for our User Journey Mapping process. If we have the Personas and the research data, we complete these phases:

  • Defining the key stages (the columns)
  • Determining the touchpoints
  • Attaching user goals to each stage
  • Filling in the rows based on the research data
  • Finding the "moments of truth" (where users make important decisions)
  • Identifying the opportunities for enhancement
  • Documentation of the mapping process
  • Creating the deliverable User Journey Map