119 | User Journey Maps |
A visualization of human interactions with a multi-channel product or service
- The journey map tells a visual story about an individual’s actions, feelings, perceptions, and mindset as they interact with a product or service.
- It should be an honest representation of an experience, including moments of indecision, confusion, frustration, delight, and closure.
- The journey map allows each moment of an interactive experience to be evaluated and improved by design.
- Multiple maps are usually created alongside personas and scenarios, each heavily informed by direct contact with customers who use the product or service.
- The journey map can shift an organization’s focus from an operational, system-centered view to the larger, real-world context in which products and services are used.
- The map should be a living document, with reviews by the design team offering questions, ideas, and suggested improvements.
See alsoCustomer Experience Audit • Personas • Scenarios
Interviews by digital agency POP resulted in six personas and journeys of Symetra Financial users, ultimately resulting in greater workflow efficiencies through a refreshed website design.
Courtesy of Symetra Financial
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