What elements go into a User Journey Map
- Persona – you can use the photo, name, and demographic information from your previous personas.
- Scenario – what experience are we mapping? what is the persona doing?
- Goals/Needs/Expectations – what is the persona trying to achieve? what do they expect out of the experience?
- Journey Phases – what are the primary phases of the experience – from start to finish?
- Actions/Events – what are they doing during each of these phases?
- Mindsets – what are they thinking during the different actions?
- Emotions – what are they feeling during each action?
- Pain Points – what pain points were discovered at different points in the journey?
- Opportunities – therefore, what possible opportunities come from these pain points?
How to summarize the key findings
- Cluster and prioritize the pain points and opportunities from the maps.
- See if any of these opportunities validate your hypotheses and other research.
- Look for points in the journey where expectations are not met.
- Also identify where expectations are met or exceeded.
- Identify any unnecessary touchpoints or interactions.
- Pinpoint high-friction channel transitions.
- Evaluate time spent during the different phases.
- Look for moments of truth.