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Journey mapping in the Design Thinking Process

Journey mapping #

The goal of journey mapping is to get a holistic view of a customer's experience, understand the tasks and responsibilities currently assigned, and uncover moments of frustration and delight. Successfully journey mapping highlights opportunities to address customers' pain points, alleviate disconnected areas of the service you provide, create a better experience for your users, and aligns your team.

Requirements #

  1. Journey maps are always helpful, but producing one with a known business goal is usually best. The business goal will inform the level of detail required, what the most impactful or common scenarios you are concerned with, and will be the one most likely to produce insights you're actually willing to work on.
  2. A list of potential users: Which personas do you need to include or be aware of?

Steps #

Where journey maps fit into the design thinking process #

A journey map helps identify your users, and their pain points and aligns your team's understanding of both. Pain points and Empathy Maps help you and your team step into your users' shoes, and inform your user Need Statements. Need statements help to guide your team's ideation sessions. Ideation leads to storyboarding, a new To-Be experience to be prototyped and validated with your users.

Additional References #