A journey map is a tool used to visualize a person's experience over time from their perspective. It captures what they do, who and what they interact with, and how they think and feel at each stage. There is no set way to create a journey map. It involves breaking the experience into phases, then mapping activities, touchpoints, thoughts, and emotions in each phase. The goal is to identify opportunities to improve the experience based on insights from the journey map.

1. BACKGROUND
A journey map is a tool. It's a tool that helps:
• create a shared frame of reference for an experience from the
perspective of the person having the experience
• identify areas of opportunity in an experience for improvement
• present many layers of information in a way that is (hopefully)
easy to understand
Page 01
CONTEXT
When we think of an experience, we usually think of what someone "does".
In creating a journey map, while we capture what someone "does" we also
need to capture what they are thinking and feeling, while they are doing.
In a nutshell, a journey map shows what a person "does" (activities and events)
across time and place (context) with people and things (touchpoints), and
captures how they are thinking and feeling throughout.

2. Page 02
HOW TO DO IT?
There is no right or wrong way to map out an experience.
Base it on research.
Get it out using post-it notes so you can move things around,
group/re-group, add and delete easily.
Make sure you note any questions or assumptions along the way, so people
looking at the map will understand what is based on data and what is an
assumption that might need to be validated.
Page 03
LET’S GET STARTED!

3. CHUNK IT OUT
STEP 01
A Quick Guide To
Journey Mapping
Think about the person's journey across time
(and possibly place)
Can you break out the journey into phases?
Page 04
PHASE 1PHASES PHASE 2 PHASE 3 PHASE 4 PHASE 5
Page 05

4. DOING (activities & events)
STEP 02
A Quick Guide To
Journey Mapping
What are the main activities and events during each
of those phases?
Are there events that signal the end of one phase
and the beginning of another?
Are there activities that span across phases?
Are any of the activities place, or context, dependent?
Page 06
PHASE 1PHASES
DOING
PHASE 2 PHASE 3 PHASE 4 PHASE 5
Page 07

5. TOUCHPOINTS
STEP 03
A Quick Guide To
Journey Mapping
Who did the person interact with along the way
(stakeholders)
What was interacted with along the way?
(devices, objects, other?)
Page 08
Page 09
PHASE 1PHASES
DOING
TOUCHPOINTS
People
Things
PHASE 2 PHASE 3 PHASE 4 PHASE 5

6. THINKING
STEP 04
A Quick Guide To
Journey Mapping
How do people frame their experience along the way?
What are their expectations?
Page 10
Page 11
PHASE 1PHASES
DOING
TOUCHPOINTS
People
Things
THINKING
PHASE 2 PHASE 3 PHASE 4 PHASE 5

7. Page 13
PHASE 1PHASES PHASE 2 PHASE 3 PHASE 4 PHASE 5
DOING
TOUCHPOINTS
People
Things
THINKING
FEELING
FEELING
STEP 05
A Quick Guide To
Journey Mapping
What emotions do people have along the way?
What are their high points and low points?
Page 12

8. Page 14
OPPORTUNITIES
STEP 06
A Quick Guide To
Journey Mapping
What recommendations can you make?
What insights can you extract?
What further research needs to be done?
Page 15
PHASE 1PHASES PHASE 2 PHASE 3 PHASE 4 PHASE 5
DOING
TOUCHPOINTS
People
Things
THINKING
FEELING
OPPORTUNITIES

9. Page 16
Page 17
NOW REFINE YOUR STORY…

10. Page 19
Each of those are building blocks that you can use to tell the story of the
person's journey. With a clear understanding of the insights you want to
communicate and a clear visual hierarchy of information in the map you
will have a powerful tool share with others.
Page 18
TELL THE STORY
How can you best clearly communicate this journey to others?
What drives the narrative to communicate the most insights to your
audience for this map?:
• is it a journey through the emotions of the person?
• is it a journey of their actions across time?
• is physical context the most important thing so you need to map
the person's decision points across their physical contexts?
Emotion–based
Time–based