User Journey Mapping

Journey Map Structure

Columns (Stages)

• Awareness → Consideration → Decision → Onboarding → Usage → Advocacy
• Or define custom stages based on your product.

Rows

• Actions: What the user does at each stage.
• Touchpoints: Where they interact (website, app, email, support).
• Thoughts: What they're thinking.
• Emotions: How they feel (plot as a line: positive to negative).
• Pain Points: Specific frustrations.
• Opportunities: Where you can improve.

Creation Process

1. Define the persona (who is on this journey).
2. Define the scope (start and end points).
3. Research (interviews, analytics, support data).
4. Map the current state.
5. Identify pain points and opportunities.
6. Prioritize improvements.

Common Mistakes

• Mapping the ideal journey instead of the actual journey.
• Making it too detailed (forest for the trees).
• Not involving cross-functional stakeholders.
• Creating it once and never updating.
• Journey maps without action items.