With step-by-step guides and Figma/Miro templates to get started with UX mapping ↓
✅ User journey maps visualize and document user’s experience.
✅ They list phases/actions users go through to meet their goals.
✅ They help identify touch points, pain points and unmet user needs.
✅ Also, allow us to frame user’s motivations and needs in each step.
✅ They also can include emotions, jobs-to-be-done, metrics, channels.
✅ User journey = customer journey maps, but serve different personas.
✅ In B2B, customers might not be users, but a different group of people.
✅ Journey maps focus on customer’s front stage experience (end-to-end).
✅ Service blueprints focus on surface-to-core of the business (backstage).
✅ Service blueprints include internal processes, ownership, flows etc.
As Stéphanie Walter noted, building a journey map is an iterative process that involves the entire team. First, gather information about your users. Define the user, goal, level of detail and scope of the map. Identify high-level phases of the process a user goes through.
Include what happens before and after they use your product. List actions and tasks. Understand emotions and pain points. Explore opportunities to meet user needs. List touchpoints and channels. Revise, revise, revise.
Often user journeys start way before users start interacting with our product — and often it’s full of non-digital touchpoints. In many user journey maps, it’s often forgotten and overlooked, producing wrong assumptions and wrong conclusions.
Useful resources
- Guide To Customer Journey Mapping (+ free template), by Taras Bakusevych
- End-To-End User Experience Map Template (Figjam)
- Guide To User Journey Maps (+ Free Templates, Miro, PDF), by Stéphanie Walter
- User Journey Map Template, by Estefanía Montaña Buitrago
- UX Mapping Methods: A Cheat Sheet (attached), by Sarah Gibbons
- Guide to Experience Mapping, by Joshua Zak, Justin Tan, Peter Komierowski, Mackenzie Mitschke
- Service Blueprints Explained, by Sarah Gibbons, NN/g
- Building Interactive UX Maps (+ Figma template, PDF)
- UX Design Methods and Deliverables, by Fabricio Teixeira
