Journey Map Structure
Columns (Stages)
- Awareness → Consideration → Decision → Onboarding → Usage → Advocacy
- Or define custom stages based on your product.
Rows
- Actions: What the user does at each stage.
- Touchpoints: Where they interact (website, app, email, support).
- Thoughts: What they're thinking.
- Emotions: How they feel (plot as a line: positive to negative).
- Pain Points: Specific frustrations.
- Opportunities: Where you can improve.
Creation Process
- Define the persona (who is on this journey).
- Define the scope (start and end points).
- Research (interviews, analytics, support data).
- Map the current state.
- Identify pain points and opportunities.
- Prioritize improvements.
Common Mistakes
- Mapping the ideal journey instead of the actual journey.
- Making it too detailed (forest for the trees).
- Not involving cross-functional stakeholders.
- Creating it once and never updating.
- Journey maps without action items.