Journey Mapping
A very useful Design Thinking methodology to understand our users before iterating product prototypes.
The Nielsen Norman Group (NN/g) defines it this way:
“In its most basic form, journey mapping starts by compiling a series of user actions into a timeline. Next, the timeline is fleshed out with user thoughts and emotions in order to create a narrative. This narrative is condensed and polished, ultimately leading to a visualization.”
There’s no one perfect way to document a journey map. But journey maps should always capture:
The specific customer, or type of customers, that the journey map represents
The series of steps detailing the actions a customer takes to solve a problem, both within and outside of the product.
How the customer thinks or feels during any particular step in order to build a psychological framework of the customer’s positive and negative experiences during their problem-solving journey.
A journey map follows the steps a Personas takes to fulfill a task using the product. This allows us to view their thoughts, emotions, actions, and key touchpoints for a user’s journey while using our product.
Journey map for user personas Leilani Marston to log in to Fortuna, find a group and then buy the stock she’s asked for advice on.
User journey map for persona Goldie to use the Village app during the time of Covid-19
