Journey map

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Journey mapping is a technique used in interaction design to analyze and visualize users paths to achieving their objectives or goals by recording user experience in a story format. Used to guide design and development processes, journey mapping can help to structure information from interviews (verbal retrospection, self-confrontation) during user activity analysis, or the results of user testing. The Nielsen Norman Group outlines the journey mapping process and its uses [1] :

In its most basic form, journey mapping starts by compiling a series of user goals and actions into a timeline skeleton. Next, the skeleton is fleshed out with user thoughts and emotions in order to create a narrative. Finally, that narrative is condensed into a visualization used to communicate insights that will inform design processes.


NN/g Customer Journey Map Template (PDF)