UX/UI Bootcamp
  • COURSE INFORMATION
    • UXUI Bootcamp
  • Self-Onboarding
    • Welcome
    • Your Bootcamp
    • Participation & Conduct Protocols
    • Tools
      • Google Classroom
      • Slack
      • Google Calendar
      • Zoom
      • Figma
      • Github
    • Learning Strategies
    • Complete your Self-Onboarding
  • Prepare for the Course
  • Foundations
    • What is the Foundations section?
    • Introduction to UX Design
    • User-Centered Design
    • Human-Centered Design
    • Design Thinking
      • Example of Design Thinking in a UX Project
    • Introduction to Project Management Methodologies
    • Figma
    • How to use AI
  • 1. Project
    • Milestone 1 - Research Planning
      • Introduction to User Research
      • Research Methods
        • Behavioral Research Methods
        • Attitudinal Research
        • Exploratory, Confirmatory, Evaluative Research
      • Research Planning
    • Milestone 2 - User Research
      • User Interviews
      • Qualitative Data Analysis
      • Practical Application of User Interviews
    • Milestone 3 - User Personas, User Journey Map
      • 👥User Personas
      • 🛤️User Journey Map
    • Recap
  • 2. Project - Mobile Application
    • Milestone 1 - UX Mapping, Empathy Map, Task Analysis, User flows
      • 🗺️UX Mapping Methods
      • 🐾Empathy Map
      • 🔰Task Analysis and User Flows
    • Milestone 2 - Information Architecture and Mid-Wireframes
      • 🏢Information Architecture
      • 💻Sitemap
      • 🏞️Mobile Navigation Patterns
      • 🌠Mobile Design Patterns
      • ✏️Wireframes
    • Milestone 3 - Prototyping, Testing and Refining
      • 🏗️Prototyping
        • Type of Prototypes
        • Prototyping with Figma
      • 🧪Usability Testing
    • Recap
  • 3. Project - Dashboard
    • Milestone 1 - Planning, Competitor Analysis, Design Proposal
      • Project Planning
      • Competitor Analysis
      • Desk Research
      • Design Proposal
    • Milestone 2 - Design & Prototyping
      • Mood Board
      • Style Guide
      • Component Library & UI Kits
      • Prototyping with Figma
    • Milestone 3 - Usability Test & Documentation
      • 🧪Usability Testing
      • Design documentation and Case Study
    • Recap
  • 👏Credits
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  • Key components of a user journey map
  • Purpose of a User Journey Map

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  1. 1. Project
  2. Milestone 3 - User Personas, User Journey Map

User Journey Map

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Last updated 7 months ago

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A user journey map is a visual representation of the process a user goes through to achieve a specific goal when interacting with a product or service. It outlines each step and touchpoint in the user’s journey, capturing their actions, thoughts, emotions, and pain points along the way. At its core, a user journey map is a strategic tool used to visualise and understand the user experience from start to finish. It is vey similar to customer journey map which shows the series of experiences a customer has with the company from the moment they recognise a need until that need is fulfilled or not. In UX Design, however, when we talk about “users” or a “user-centered approach/design/method”, we refer to everyone—including current customers, potential customers who do not yet know the product, those who have only heard of it, or those who have visited but not made a purchase.

This difference is particularly noticeable in those Journey Maps where the entry point—the step where the journey begins—is always directly the homepage of the application or Google with the user typing in the app's name or the type of service.

The difference between user and customer journey maps

Criteria
User Journey Map
Customer Journey Map

Scope

Focuses on a specific user interaction with a product or feature.

Covers the entire customer lifecycle and all interactions with a brand.

Focus

Aligns with specific user needs and goals.

Aligns with overall business objectives like customer retention and brand loyalty.

Channel interaction

Single Channel Interaction. Often limited to interactions within a particular product or service.

Multiple Touchpoints and Channels. Includes all possible interactions across various channels.

Key components of a user journey map

  1. Actor/User persona. The individual or user role whose journey you are mapping with a detailed representation of the demographics, behaviors, needs and goals.

  2. Scenario. The context or situation in which the actor interacts with the product or service. It defines the specific situation or environment in which the journey takes place.

  3. Goals & expectations. What the actor aims to achieve and their anticipated outcomes from the interaction. It clarifies what the user wants to accomplish and what they expect from the experience.

  4. Phase name. It simply summarises the step in which the user is.

  5. Action (doing). The specific steps or actions the actor takes during the journey. It details what the user physically does throughout the interaction.

  6. Mindset (thinking). The thoughts the actor has at each stage of the journey, this provides insight into the user's mindset and emotional responses.

  7. Feeling. The emotions the user experiences during the journey. This captures the emotional responses users have at different stages, which can highlight pain points or satisfaction.

  8. Emotions. The emotional state of the actor at different stages of their journey. It serves as a visual representation to quickly grab the general status along the experience.

  9. Opportunities & ideas. Potential improvements or innovations based on the user's experience and feedback. It identifies areas for enhancement or new ideas to better meet user needs.

Purpose of a User Journey Map

  • Understanding user experience: Provides a detailed view of the user’s experience, capturing both positive and negative aspects.

  • Identifying pain points: Helps identify challenges and frustrations that users encounter, highlighting areas for improvement.

  • Enhance user empathy: They foster empathy by highlighting the user’s emotions and experiences, encouraging designers to think from the user’s perspective.

  • Data-Driven design decisions: Provide a solid foundation for making informed design decisions based on user data and experiences..

  • Cross-functional collaboration: Facilitates a shared understanding among team members about the user journey, fostering collaboration and alignment.

Keep in mind. The journey mapping can only be created from the results of generative research, most commonly “user interviews” but also “field studies” (observing and interacting with users in their natural environment) and “open-ended surveys”.

From the analysis of qualitative research data, the sequence of actions the user has taken, is then commonly built using a template.

A User Journey Map is never compiled as a check list by filling up the template with assumptions and hypotheses as this will inevitably lead to misunderstanding the experience of the user or completely fail to understand it.

Further resources:

🛤️
Journey Mapping 101
User Journey Maps
Paweł Huryn