Journey Maps

What is a Journey Map?

A visual or graphic interpretation of

the overall story from an individual’s

perspective of their relationship with

an organization, service, product or

brand, over time and across

channels.

Helps us identify and empathize with our customers / users.

Helps us record their current journey.

Helps us identify areas for improvement.

Helps an organization evolve from a “transactional approach”.

Why do we create them?

Personas

Timeline

Emotion

Touchpoints

Channels

Elements of a Journey Map

Moment of Truth

Supporting Characters

Background Processes

Case Study: The Crossfit Nut

Choosing a Person to Take The Journey

Switching Bodies with The User

Experiencing Their Pain for Solutions

Thoughts / Questions?