Journey Mapping

Method Overview

Through this method, you create a timeline of touch points between the user, the application(s), and any people/organizations they interact with. The ideal time for journey mapping is when you want to identify users’ unmet needs and pain points, identify gaps and opportunities in their experience, and eliminate assumptions in how the process is experienced. This method is used to see the process or service from the users’ perspective. You can map out the current state of a process or envision an idealized future state via journey mapping.

When to Use

Need to identify unmet user needs and pain points
Identify process gaps and opportunities to streamline
Eliminate assumptions about how the process occurs
Digitizing a manual, paper-based process
Replatforming a process onto ServiceNow
Reviewing an existing process that has a negative NPS.

Outcomes

Visualizing the end-to-end customer experience
Creating alignment among internal teams of overall opportunities and gaps

Prerequisites

Scope and clear objectives of the project
Choose the right journey map type: current state, future state
Primary user persona(s) and their goals identified
Insights from user conversations or analytics to inform the map
Workshop materials
Understanding of user touch points with the product like actions, emotions, motivations, obstacles, and pain points