User Experience
Journey Mapping
Plain English
Mapping the user’s journey step by step.
Definition
Journey mapping visualises the steps users take to achieve a goal across a product or glossaryServiceA service is a component or function that performs a specific task within a system.Open glossary term.
In practice
Used to identify glossaryPain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term, gaps, and opportunities in glossaryUser JourneyThe full path a user takes to complete a task, including every step, decision, and interaction along the way.Open glossary term.
In context
The useful ones are built from evidence and end in owners. A map assembled in a workshop from assumptions is a record of what the team believes, which is a different artefact.
The reality
Often created but not used to drive change.
Compared with
Journey Mapping vs Service Blueprinting
A journey map takes the customer's view. A blueprint adds the backstage (staff, glossarySystemA system is a collection of interconnected components that work together to achieve a specific function or outcome.Open glossary term, policies) beneath each step. Mapping shows where it hurts; blueprinting shows what to change.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is journey mapping?
Visualising the glossaryUser JourneyThe full path a user takes to complete a task, including every step, decision, and interaction along the way.Open glossary term.
Why is it useful?
It highlights issues and opportunities.
What does it include?
Steps, actions, and glossaryTouchpointA touchpoint is a single moment of contact between a person and a service or brand, whether a webpage, an email, a phone call, or a delivery. Each one contributes to the impression of the whole.Open glossary term.
What is a common mistake?
Not acting on the findings.
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