Step 1

Select the journey or experience you want to map ex. Buying a printer or using a certain product
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Step 2

Select the persona you are mapping the journey for (potential or existing users)
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Step 3

Gather all the insights around the persona you are creating the journey mapping activity for (from the research phase). If you don’t have insights then develop assumptions instead
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Step 4

Identify and name the main stages of the customer journey. These are the phases the customer goes through until they reach the goal you want them to take with your product (ex. Making a purchase or using the product again)
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Step 5

Within each of these stages, identify the actions or the jobs the customer wants to get done in order to accomplish the goal of that stage. (ex. In the stage of considering a product, the job is to compare prices against competitors)
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Step 6

Within each of these stages, map the emotional feelings of the customer as they seek to accomplish their goal of that stage. (ex. In the stage of considering the product, they feel confused about identifying its value against competitors)
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Step 7

Identify the pain points of the user in each stage. These are defined based on the mapped feelings, actions, and other research insights. What are their struggles?
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Step 8

Finally, immerse yourself in the user’s journey and identify the opportunities to solve the pain points or create new value (remember, this is not just limited to product features, these opportunities could be about marketing or sales as well)

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🚀 OUTCOME

• Achieve team alignment on the touchpoints (user-product interactions) that you need to enhance, eliminate or add.

💡TIPS

• This is an iterative process; expect to come back again to this exercise as you unlock more insights through the process.
• If you are able to involve end users in this activity, then do. It will give you a deeper understanding of their journey as you learn it from their own lens.
• Be brief; you don’t need to include every minor interaction on the map, you need to get an overview picture of the key moments. Don’t overwhelm yourself.

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