Objectives

Upon completion of this lesson, you will be able to:

  • define journey mapping
  • know when to use journey maps
  • construct a journey map

Introduction

In the field of human-computer interaction (HCI) and user experience (UX) design, journey mapping is a technique used to understand and visualize the overall user experience throughout a particular process or interaction with a product or service. It provides a visual representation of the user’s interactions, emotions, and touchpoints at various stages of their journey.

Journey mapping involves creating a timeline or storyboard that illustrates the user’s path, from the initial point of engagement with a product or service to the desired outcome or goal. It helps designers gain insights into users’ needs, expectations, pain points, and opportunities for improvement.

Journey Mapping Process

The process of journey mapping typically includes the following steps:

  1. Define the scope: Determine the specific journey or process you want to map, such as signing up for a service, making a purchase, or using a specific feature.

  2. Identify user personas: Understand the different types of users who may engage in the journey and their specific characteristics, goals, and motivations.

  3. Gather user research: Collect data and insights from user interviews, surveys, observation, or other research methods to understand users’ experiences, behaviors, and pain points.

  4. Create a timeline: Develop a visual representation of the user journey, starting from the initial touchpoint and progressing through each step until the final outcome. This can be done using a flowchart, storyboard, or other visual formats.

  5. Add touchpoints and emotions: Identify and include key touchpoints or interactions that users have with the product or service at each stage of the journey. Additionally, consider users’ emotional states and reactions throughout the process.

  6. Analyze pain points and opportunities: Review the journey map to identify pain points, moments of frustration, confusion, or delight. Look for opportunities to enhance the user experience and address any issues or gaps.

  7. Generate insights and recommendations: Based on the analysis, extract meaningful insights about user needs and expectations. Use these insights to inform design decisions and propose recommendations for improving the user experience.

Journey mapping helps designers and stakeholders gain a holistic view of the user experience, enabling them to identify areas of improvement, prioritize design efforts, and align the product or service with user needs. By empathizing with users and understanding their journey, HCI and UX professionals can create more meaningful and effective experiences.

Lecture

The lecture below by Dr. Schedlbauer summarizes the key concepts of journey mapping.

Slide Deck: S-91-405 Journey Mapping

Summary

In summary, journey mapping is a valuable technique for understanding the way that a user traverses an interactive transaction with a product, app, or service.

Files & Resources

All Files for Lesson 91.405

Errata

None collected yet. Let us know.

---
title: "Journey Mapping"
params:
  type: lesson
  category: 91
  stacks: "0,0"
  number: 405
  time: 90
  level: beginner
  tags: journey mapping,customer journey,ux,design
  description: "Provides an overview of journey mapping for designing
                interactions."
date: "<small>`r Sys.Date()`</small>"
author: "<small>Martin Schedlbauer</small>"
email: "m.schedlbauer@neu.edu"
affilitation: "Northeastern University"
output: 
  bookdown::html_document2:
    toc: true
    toc_float: true
    collapsed: false
    number_sections: false
    code_download: true
    theme: spacelab
    highlight: tango
---

---
title: "<small>`r params$category`.`r params$number`</small><br/><span style='color: #2E4053; font-size: 0.9em'>`r rmarkdown::metadata$title`</span>"
---

```{r code=xfun::read_utf8(paste0(here::here(),'/R/_insert2DB.R')), include = FALSE}
```

------------------------------------------------------------------------

## Objectives

Upon completion of this lesson, you will be able to:

-   define journey mapping
-   know when to use journey maps
-   construct a journey map

------------------------------------------------------------------------

## Introduction {#intro}

In the field of human-computer interaction (HCI) and user experience (UX) design, journey mapping is a technique used to understand and visualize the overall user experience throughout a particular process or interaction with a product or service. It provides a visual representation of the user's interactions, emotions, and touchpoints at various stages of their journey.

Journey mapping involves creating a timeline or storyboard that illustrates the user's path, from the initial point of engagement with a product or service to the desired outcome or goal. It helps designers gain insights into users' needs, expectations, pain points, and opportunities for improvement.

## Journey Mapping Process

The process of journey mapping typically includes the following steps:

1.  **Define the scope**: Determine the specific journey or process you want to map, such as signing up for a service, making a purchase, or using a specific feature.

2.  **Identify user personas**: Understand the different types of users who may engage in the journey and their specific characteristics, goals, and motivations.

3.  **Gather user research**: Collect data and insights from user interviews, surveys, observation, or other research methods to understand users' experiences, behaviors, and pain points.

4.  **Create a timeline**: Develop a visual representation of the user journey, starting from the initial touchpoint and progressing through each step until the final outcome. This can be done using a flowchart, storyboard, or other visual formats.

5.  **Add touchpoints and emotions**: Identify and include key touchpoints or interactions that users have with the product or service at each stage of the journey. Additionally, consider users' emotional states and reactions throughout the process.

6.  **Analyze pain points and opportunities**: Review the journey map to identify pain points, moments of frustration, confusion, or delight. Look for opportunities to enhance the user experience and address any issues or gaps.

7.  **Generate insights and recommendations**: Based on the analysis, extract meaningful insights about user needs and expectations. Use these insights to inform design decisions and propose recommendations for improving the user experience.

Journey mapping helps designers and stakeholders gain a holistic view of the user experience, enabling them to identify areas of improvement, prioritize design efforts, and align the product or service with user needs. By empathizing with users and understanding their journey, HCI and UX professionals can create more meaningful and effective experiences.

## Lecture {#lecture}

The lecture below by Dr. Schedlbauer summarizes the key concepts of journey mapping.

<iframe src="https://player.vimeo.com/video/834574127?title=0&amp;byline=0&amp;portrait=0&amp;speed=0&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479" width="640" height="360" frameborder="0" allow="autoplay; fullscreen; picture-in-picture" allowfullscreen title="Introduction to Journey Mapping" data-external="1">

</iframe>

**Slide Deck**: [S-91-405 Journey Mapping](s-91-405-journey-mapping.pptx)

## Summary {#summary}

In summary, journey mapping is a valuable technique for understanding the way that a user traverses an interactive transaction with a product, app, or service.

------------------------------------------------------------------------

## Files & Resources

```{r zipFiles, echo=FALSE}
zipName = sprintf("LessonFiles-%s-%s.zip", 
                 params$category,
                 params$number)

textALink = paste0("All Files for Lesson ", 
               params$category,".",params$number)

# downloadFilesLink() is included from _insert2DB.R
knitr::raw_html(downloadFilesLink(".", zipName, textALink))
```

------------------------------------------------------------------------

## References

[Gibbons, S. (2018). Journey Mapping 101. December 9, 2018. Nielsen Norman Group.](https://www.nngroup.com/articles/journey-mapping-101/)

[When and How to Create Customer Journey Maps](https://www.nngroup.com/articles/customer-journey-mapping/)

[The 5 Steps of Successful Customer Journey Mapping](https://www.nngroup.com/articles/customer-journey-mapping-process/)

[Journey Mapping in Real Life: A Survey of UX Practitioners](https://www.nngroup.com/articles/journey-mapping-ux-practitioners/)

[Browne, C. (Dec 6, 2022). How To Create A User Flow: A Step-By-Step Guide](https://careerfoundry.com/en/blog/ux-design/how-to-create-a-user-flow/)

[Handley, A. (Oct 22, 2018). User flow is the new wireframe: An illustrated guide on the different 'resolutions' of user flows, and when to use them. UX Collective](https://uxdesign.cc/when-to-use-user-flows-guide-8b26ca9aa36a)

## Errata

None collected yet. Let us know.

```{=html}
<script src="https://form.jotform.com/static/feedback2.js" type="text/javascript">
  new JotformFeedback({
    formId: "212187072784157",
    buttonText: "Feedback",
    base: "https://form.jotform.com/",
    background: "#F59202",
    fontColor: "#FFFFFF",
    buttonSide: "left",
    buttonAlign: "center",
    type: false,
    width: 700,
    height: 500,
    isCardForm: false
  });
</script>
```
```{r code=xfun::read_utf8(paste0(here::here(),'/R/_deployKnit.R')), include = FALSE}
```

