journey-mapping

# Journey Mapping

Create user and customer journey maps to understand experiences, identify pain points, and discover improvement opportunities. A human-centered complement to process-focused value stream mapping.

## What is a Journey Map?

A **journey map** visualizes a user's experience over time as they accomplish a goal. Unlike process maps (which show what happens), journey maps show **how it feels** from the user's perspective.

| Element | Definition | Purpose |
|---------|------------|---------|
| **Persona** | Who is taking the journey | Focus on specific user type |
| **Phases** | Major stages of the journey | Organize the experience |
| **Touchpoints** | Interactions with your system | Identify contact points |
| **Actions** | What the user does | Understand behavior |
| **Thoughts** | What the user thinks | Understand mindset |
| **Emotions** | How the user feels | Identify emotional peaks/valleys |
| **Pain Points** | Friction and frustrations | Target improvements |
| **Opportunities** | Ways to improve | Prioritize enhancements |

## Journey Types

| Type | Scope | When to Use |
|------|-------|-------------|
| **Current State** | How things are today | Identify problems |
| **Future State** | Desired experience | Design solutions |
| **Day-in-the-Life** | Full day across contexts | Understand broader context |
| **Service Blueprint** | Journey + backstage operations | Design service delivery |

## Workflow

### Phase 1: Preparation

#### Step 1: Define the Journey Scope

```markdown
## Journey Definition

**Journey Name:** New Customer Onboarding
**Persona:** Sarah - First-time SaaS Buyer
**Goal:** Successfully adopt the product and get first value
**Trigger:** Signs up for trial
**End State:** Completes first project successfully
**Time Frame:** First 30 days
```

#### Step 2: Select or Create Persona

```markdown
## Persona: Sarah - First-time SaaS Buyer

**Demographics:**
- Age: 32
- Role: Marketing Manager
- Company: Mid-size B2B
- Tech Savvine