Updated on: 04.02.2022

Journey Map


Business Development | Design | Marketing

Journey Map

Description of user interaction throughout the service lifecycle.

What is it about?

The journey map (also called customer journey map or user journey map) is one of the most important tools of service design and is suitable for a wide variety of tasks. Depending on the objective, the description parameters and properties of the individual interaction points can be varied. A detailed representation of the process from the user's perspective is created, which forms an essential success criterion for the long-term market success of a service along the entire customer journey.


The use of the journey map to optimise existing services makes it possible to include relevant KPIs for each interaction point and to carry out a target-performance comparison.

What is being done?

  • There are no fixed guidelines for the creation of a journey map, the development depends on the respective customer journey and the defined goals. It is recommended to work in small groups of four to six people with different levels of knowledge about the processes of the customer journey.  
  • The more detailed the customer journey is considered and developed, the more time must be planned for the creation of the journey map. As a rough guide, a time frame of about two to four hours can be calculated.  
  • A large-area wall (whiteboard) is required for the production. Depending on the complexity, more or less free space is needed. With the help of pictures, Post-Its, pens and notes, the user's entire journey is displayed.  
Journey Map - An important tool of service design

Step-by-step guide 

1. definition of the persona

A customer journey is always created from the perspective of a specific role or person. The personas involved in the service process must therefore be selected.

  • Select persona and share all relevant data with the team. 
  • A separate journey map is created for each persona. 

2. coordinate the time dimension and other boundary conditions

Which task or scenario should be illuminated? It must be clarified in which context the persona is located and whether the entire user journey or only a subset is to be developed.  

  • In order to precisely define the context, it is determined what happens before, during and after the journey. 
  • All experiences in these stages are illustrated with post-its or markers. Then the detailed work can begin. 
  • Name and record the respective actions for each phase

3. explore the emotional level

  • What thoughts and impulses drive the user? Present this on slips of paper or in thought bubbles. 
  • What feelings does the persona experience on the journey? Emotions can be visualised in colour and with emoticons. 

4. recognise potential for improvement

In this step, all possible benefits and problems are identified, uOpportunities for improvement are defined for all phases of the journey. These options can be developed through discussions and various questions in the team.  

5. appoint persons responsible for implementation

In order for the entire improvement potential to be exploited and implemented, it is necessary to define and note down responsible persons for each process. The respective area of responsibility is also assigned. 

Further notes on the use of the Journey Map

Set focus

Defining a concrete persona, a channel and a goal in advance enables an optimal creation of the journey map.  

Use empathy 

The design team must empathise with the user and their entire experience. The needs of the individual are paramount. The user's situation also plays a significant role and should be taken into account when developing the journey map. A supposedly same process can lead to different results in the journey map for two users in different emotional or personal situations.  

Use realistic data 

The more data that can be used from customer surveys and validations, the better. Building a journey map on mere assumptions and observations is not advisable.  

Thinking around the corner 

It is necessary to ask questions away from the obvious in order to really delve deep into the customer journey. This way, as many levels of the customer experience as possible can be captured and illuminated. 

Share and use Journey Map

The journey map shows relevant touchpoints of the customer experience and also highlights gaps and problem points in the interaction with the user. Therefore, these results should be shared with all stakeholders from all relevant processes.