Journey Mapping

Research Methods

Journey mapping diagrams the visible and invisible steps a user goes through when trying to accomplish a goal with a specific service. Also referred to as a customer journey map, especially by marketers who also often use this type of map. In the enterprise world, the customer and the user of a system may be two different roles so we prefer User Journey Map when thinking of UX. Journey maps are helpful to the UX designer to demonstrate to product teams what users’ needs, goals, and motivations are at each stage. “User” can be in general or a specific persona.

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Why Are Journey Maps Important? - Deliverable UX

Journey maps are important for multiple reasons. They help find insights that are good for the company and the customers. Through increased customer satisfaction and increased team collaboration, journey maps have a high ROI (return on investment) for the effort. The process of making journey maps and reviewing them itself has a high value for the team.
The Nitty Gritty of User Journey Maps - Deliverable UX

A user journey map, also called a customer journey map, is a visual representation of a specific user’s overall experience (path) to reach a specific goal. They are an important tool for companies to see the experience from their user’s perspective and for teams to gain alignment.
What are the Customer Journey Stages? - Deliverable UX

The 6 stages of the customer journey are awareness, evaluation, consideration, decision, retention, and advocacy. Read on to see what each stage covers.