Journey Map

When to use Journey Map

Use this method when you need to understand the customer's perspective and identify opportunities to improve their experience with your solution.

What it solves

Lack of shared understanding of the customer experience; Siloed thinking preventing holistic solutions.

How to run Journey Map, step by step

1. (5 min) Introduce the concept of a Journey Map and its benefits.
2. (10 min) Brainstorm and write down key moments of engagement for the user on separate sticky notes (1-2 word headlines).
3. (15 min) Arrange the sticky notes in the order the user would likely experience them, considering influences and touchpoints.
4. (20 min) Review, revise, add, or remove key moments as needed to accurately reflect the customer journey.

Materials needed

• Pens
• Paper
• Post-it notes
• Markers

Facilitator tips

• Encourage participants to think from the customer's perspective.
• Focus on the most critical touchpoints (3-5) to avoid overwhelming the map.

Common pitfalls

• Creating a journey map based on assumptions rather than actual customer data. - Conduct user research to validate assumptions.
• Focusing too much on internal processes rather than the customer's experience. - Keep the customer at the center of the discussion.

Variations

• Add emotional indicators to each touchpoint to visualize the customer's feelings.
• Create separate journey maps for different customer segments.

Running it online or hybrid

Use a digital whiteboard like Miro or Mural to collaboratively create and arrange the journey map online.

What it produces

A visual map of the customer's journey, highlighting key moments and potential areas for improvement.

Origin

Adapted from Design Kit — source

Build a session around Journey Map

METODIC places Journey Map inside a complete, timed session plan — agenda, worksheets, facilitator guide and slides — matched to your group and goal.

Generate a session with Journey Map · Try METODIC free