# User Journey Map

Understand a user's relationship with a product over time
Time required
approx. 2 hours
User Researcher
Level of experience
Template of a User Journey Map by NielsenNorman

# Summary

A User Journey Map, often also referred to as a Customer Journey Map, is a visual representation of an interaction between a user (persona) and a product with a chronological sequence. There are no guidelines for the representation of a User Journey Map, but each User Journey Map should contain the following elements:

  • The perspective, motivation, and emotions of the user.
  • The usage scenario.
  • The channels of interaction (e.g. website, shop).
  • The actual behavior and the steps to perform the interaction.
  • Pain points and challenges of the user during the interaction.
  • Emotional state of the user.

It should be noted that this is a realistic representation of the interaction of a user, based on findings from the analysis of the usage context.

# Result

A visual representation of a user's interaction with a product over time. The User Journey Map contains all touchpoints and also the emotions of a user.

# Approach

To create a User Journey Map the following 8 steps can be followed:

  1. Define the scope of the User Journey Map, e.g. the whole interaction or only a part of it.
  2. Select a persona whose experience with the product will be displayed.
  3. Choose a usage scenario which should be represented in the User Journey Map.
  4. Create a list of all relevant touchpoints and their channels (e.g. website, store). Touchpoints are user interactions with the product.
  5. Consider the motivation and intentions of the persona.
  6. Create the User Journey Map. An existing Storyboard can be helpful.
  7. Consider the emotions of the persona at every moment of the interaction. An Empathy Map provides valuable input.
  8. Validate and refine the User Journey Map.

# Time of use

This method helps to get to know the user and his/her context better. It is recommended when new ideas are needed to improve the quality of the user experience.

# Tools and Templates

# Advantages

A User Journey Map visually illustrates a user's perspective and supports a user-centered design process. It thus serves the entire team during the entire project duration.

# Disadvantages

Inaccurate or inappropriate information can lead to wrong decisions.

# Hints

Often, users take different actions than the UX experts would expect. This must be taken into account when playing through the scenario from the user's perspective.

# Sources