The User Journey Map is a flow map that tracks user steps through an entire action or procedure. This method breaks down an entire journey into individual components, in order to obtain a coherent understanding of experiences and problems users encounter throughout a process. The User Journey Map is a tool for touch point analysis.
The User Journey Map is a CONVERGING TOOL that does not only list one action after the other, but groups them in order to identify the higher-level activities (e.g. preparation, opening, closing, etc.) Problems and additional insights are called out on this map to highlight areas where attention is needed and where opportunities might exist.
- Sequence and/or list of user actions happening in the re- searched context
- Singled out signals, if they have relevancy within the user journey
- Optional, persona profiles
- Focuses on process-based user (or persona) experiences: what does the person experience throughout a process
- Reveals relationships between users and products/services
- Visualization of action clusters over time, representing the journey users go through in a particular process
- Pain points (what does not work well), additional insights, and opportunities along the user’s journey
HOW IT WORKS
STEP 1 – GENERATE A LIST OF ACTIONS
Identify all specific actions that occur throughout a process. Hark back to conducted user research and/or personae and see what they go through by executing a certain task.
STEP 2 – CLUSTER ACTIONS
Cluster related actions into higher-level actions describing them in the most precise way.
The list of frequent actions during a cooking process looks as follows: rinsing, chopping, and disposing
The higher-level action of the actions rinsing, chopping, and disposing is “precooking”
STEP 3 – SHOW ACTION CLUSTER IN SEQUENCE
Place defined high-level actions on a timeline as a flowchart and list related actions under each high-level group.
STEP 4 – EXTEND THE MAP WITH EXTRA INFORMATION
Extend the journey map with additional layers of information such as quotations from user research that are commenting on process stages, or layout diagrams showing where actions particularly take place, etc.
Following the sequence, describe what the user (or persona) experiences in every stage throughout the execution of a task. Use line charts to visu- alize ups and downs in anxiety, stress, frustration, etc.
The line chart, in combination with the sequence of actions gives you the opportunity to communicate quickly and easily in which touch points of the task execution users (or personae) encounter hardships.
This chart will empower you in future ideation sessions to address precisely particular pain points of a user experience.
WHAT CAN TOUCH POINT ANALYSES BE USED FOR?
- Stakeholder communication: introduce researched topics and issues to your stakeholders in a visual manner
- Ideation: touch point analyses guide and inspire ideation on target by keeping the bigger picture in mind
- Conceptualization: touch point analyses help to outline, how a newly developed concept would preform through an entire process, which goes through several phases