JOURNEY MAP (tool)

Brief description

Representation in a flow chart or other graphic format of a person´s experience, as he or she works to accomplish something of importance to him or her. It helps you to consider the impact of each and every element of an experience. It is a great way to document the current state of a particular situation. It pinpoints key decisions, highlights when and how specific tools were employed, and identifies others who were part of the experience. It can also bring important qualities of the experience, showing the complexity or difficulty people faced and how they struggled, adapt and overcame.

Step

Define, Prototype Improvement

Input

Findings & information gather in discovery activities

Output

Understanding user experience

Time

45 min to 1.5 hr.

Difficulty

4/5

People

3-5 (participants)

Quick Guide

Select an experience you want to document.
Decide which individuals or personas to represent and understand.
Identify some key tasks or moments of interactions. Define at least 5 moments.
Determine a set of discovery activities [observation, interview, contextual inquiry, discovery workshop] for the team to execute.
Map the journey: list expectations, specific activities, mental models and emotional state of the individual for that experience.
Illustrate the experience from beginning to end.
Identify opportunities and responsibilities of the experience.

Benefits

Summarizes the current state of a situation.
Deepens your empathy for others.
Documents critical pain points.
Helps identify patterns and which steps have the most
opportunity for improvement. Refer back to a pattern of characteristics.

Helpful Tips

A small sample is feasible, because the information gathered is deep and intense.
Use the diagram to mark typical pain points and study behavior patterns.
Imagine the person´s perfect world. If everything went smoothly, what would
be the best part? Use a different color, draw the best-case scenario for the emotions.