The journey map is basically a visual timeline that graphically documents a sequence of service engagements and interactions, showing multiple touchpoints and channels throughout. It captures the user’s whole route through the service. The journey map is essentially a user-centered tool. The point of view is always that of users—what they see, feel, and experience. The journey map tries to capture motivations and causal effects behind people’s actions. It can be used both as a research tool, to map out existing services, or as an ideation tool to help generate new service sequences and features.
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