Journey map
What
A journey map is a visual representation of the various phases, activities, instruments, interactions, decision moments and emotions that together form part of an experience or process.
Why
A journey map provides a complete overview of an experience or process, allowing you to understand its complexity and to identify possible solutions.
How
- Decide for which experience or process you want to create a journey map.
- Consider the structure of the experience or process. Identify the phases of the experience or process and decide which elements you want to look at in each phase: activities, instruments, interactions, decision moments, emotions et cetera. See the sample template.
- Elaborate the journey map’s structure on a whiteboard, flip chart, wall or table, or use the sample template.
- Go through the journey map from beginning to end. Which elements – activities, instruments, interactions et cetera – belong to the first phase? Which ones belong to the second phase? And so on. Write your insights on post-it notes and stick these on the journey map in the right places. Continue until the entire experience or process is represented in detail.
- Look at the journey map from a distance. What draws your attention? Which obstacles and opportunities do you see in each phase and for the journey as a whole? Add these to the journey map.