User Journey Maps

« Back to Glossary Index

User journey maps are a visual representation of the steps or stages that a user goes through when interacting with a product or service. They are used in UX design and research to help designers and researchers understand the user’s perspective and identify opportunities for improving the user experience.

A user journey map typically includes various touchpoints, such as interactions with the product, communication with customer service, or social media interactions. It also includes emotions and motivations of the user at each touchpoint, as well as any pain points, opportunities, or barriers to a positive user experience.

User journey maps can be created through various methods, such as interviews with users, surveys, or data analysis. The map is typically presented as a visual diagram, which helps designers and researchers to identify gaps in the user experience, find opportunities for improvement, and prioritize areas for further research and design.

The benefits of using user journey maps in UX design include:

  • Gaining a deeper understanding of the user experience
  • Identifying user needs, pain points, and opportunities for improvement
  • Prioritizing areas for design and research
  • Aligning stakeholders around a common understanding of the user experience
  • Communicating the user’s perspective to the broader design and development team

Overall, user journey maps are a powerful tool for improving the user experience by providing a clear and detailed picture of the user’s interactions with a product or service.


  1. Define the user and the goal: Start by identifying the user or persona that you want to create a journey map for, and define the goal or task that they are trying to accomplish. This will help you stay focused and ensure that the journey map is relevant to your research objectives.
  2. Identify the touchpoints: List out all the touchpoints or interactions that the user has with the product or service. This can include things like visiting the website, signing up for an account, using the product, and contacting customer service.
  3. Map out the user’s actions: For each touchpoint, map out the user’s actions or steps. This can include things like clicking a button, filling out a form, or interacting with a feature.
  4. Identify emotions and motivations: For each touchpoint, identify the user’s emotions and motivations. This can include things like frustration, satisfaction, or excitement. Understanding the user’s emotions and motivations can help you identify pain points and opportunities for improvement.
  5. Highlight pain points and opportunities: As you map out the user journey, identify any pain points or areas where the user may be struggling. Also, look for opportunities for improvement, such as ways to streamline the user’s actions or make the experience more enjoyable.
  6. Create the visual map: Once you have mapped out the user journey, create a visual representation of it. This can be done using software tools like Sketch or Adobe Illustrator, or by hand on a whiteboard or paper.
  7. Share and iterate: Share the user journey map with your team and stakeholders, and use it to inform your design and research decisions. Iterate on the map as needed based on new insights or feedback.

Overall, creating a user journey map can be a powerful tool for gaining a deeper understanding of the user experience and identifying opportunities for improvement. By mapping out the user’s actions, emotions, and motivations, you can create a more user-centered design that meets the needs of your target audience.

« Back to Glossary Index