User journey map

What it is

"A visualisation of the process a person follows to accomplish a goal with a product/service." It combines a timeline of user actions, emotions, pain points, and touchpoints into a narrative, revealing opportunities to improve experiences. Unlike broader experience maps, it focuses on specific user scenarios and interactions with a business or product.

How to use

Checklist:

  • Sticky notes, markers, whiteboard/digital tool (Miro/FigJam)
  • Research data (interviews/analytics)
  • Defined persona + scenario

Time:

  • Workshop: 60-90 mins (analysis extra)

Participants:

  •  5-8 key team members

Steps:

  1. Define: Persona + specific goal (e.g., "Parent ordering groceries via app")
  2. Plot actions: Chronological touchpoints (e.g., "Download app ‚Üí Search items ‚Üí Checkout")
  3. Add emotions: Mark highs/lows
  4. Flag pain points: (e.g., "Address field too small")
  5. Assign fixes: Owner + priority

Tips & Variations

  • Keep focused: 1 persona, 1 scenario
  • Use real data: Base emotions on research
  • Remote? Use Miro/Figma
  • Avoid:
    • Overcomplicating with branches (simplify to core path).
    • Assuming emotions (use verbatim from research).

Why this method

Pros:

  • Reveals hidden friction points
  • Aligns teams on user needs
  • Prioritises improvements

Cons:

  • Time-intensive if the research is weak
  • Useless with vague personas

Find out more

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