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A structured method to visualize user or customer experiences across touchpoints. It aims to identify needs, pain points and opportunities for improvement.
User Journey Mapping is a practical technique for mapping a user’s path through products, services and touchpoints. It combines qualitative insights and stakeholder input to prioritise friction points and derive concrete improvement actions. Particularly useful during discovery phases.
Measures share of users abandoning at defined touchpoints.
Time until the user achieves a perceivable value.
Direct feedback on the subjective quality of the journey.
Mapping the purchase journey identified drop-offs in payment; A/B tests reduced abandonment.
Journey mapping revealed redundant document requests; process simplification lowered processing time.
User journey exposed mobile disadvantage; mobile-first changes improved accessibility.
Define goals and personas; limit scope
Gather data and insights (quant./qual.)
Run workshops and map touchpoints
Prioritise pain points and define actions
Test results, introduce metrics and iterate