User Journey Mapping

User journey mapping

User journey maps are a visual representation of the various paths a customer takes in his interaction with a particular product or company. This includes all of the touch-points across multiple channels that a user might engage with, all the people they might speak to, the services they might use, and the other interactions they might have.

A user journey map provides a holistic view of the whole process a customer might go through in making a purchase decision or any decision relevant to the company’s products and services (sign up, subscribe – etc.) and is usually developed as part of a situation analysis prior to, for example, developing personas.

The deliverable is a set of infographics showing these paths and interactions, usually built around key customer types.