Use when
- The experience spans multiple stages, channels, or owners.
- You need to make pain points, emotions, and dependencies visible.
Best for
- End-to-end service design
- Mapping handoffs and support moments
- Synthesizing multiple research inputs
How to design it
- Define the journey scope and segment clearly before mapping.
- Include goals, steps, emotions, pain points, and supporting systems or channels.
- Use evidence from research, analytics, and support where possible.
Journey Map TemplateUse this when you need a practical reading template.
View template
- What stages are in scope?
- What is the user trying to achieve at each stage?
- Where do friction, trust issues, or support needs appear?
Typical output
- Journey map
- Prioritized pain points
- Flow and measurement implications
Useful resources
Nielsen Norman GroupJourney Mapping 101
Primary guidance on what journey maps are and how they represent user experience over time.
GOV.UK Service ManualCreating an experience mapPractical service-research guidance for turning user experience evidence into a map.
GOV.UK Service ManualResearching user experiencesSupports collecting the event-level evidence needed before mapping a journey.