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.