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Know How Users Interact With Your Digital Experiences Using Journey Mapping

Discover friction points and opportunities by creating a holistic, end-to-end view of what your users are doing, thinking, and feeling while trying to accomplish a goal in your digital experience. 
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Overview
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Journey Mapping is a critically important activity that documents your users’ experience into a visual map – creating the actionable insights your organization needs to achieve great CX.
Journey Mapping is a critically important activity that documents your users’ experience into a visual map – creating the actionable insights your organization needs to achieve great CX.

Why Journey Mapping is Essential

Identify Gaps and Opportunities

The step-by-step nature of a journey map helps Identify gaps in your user’s experience and opportunities for innovation.

Create Alignment

Making journey maps visible to the organization creates alignment on the team by sharing common goals and the vision for your product or service.

Create Alignment

Making journey maps visible to the organization creates alignment on the team by sharing common goals and the vision for your product or service.

Cross-Discipline Collaboration

Encourage cross-discipline collaboration from all team members, each with unique insights into all facets of the customer’s experience.

Build Empathy

Create empathy with and for the customer by identifying pain points and friction that they experience along the way.

Build Empathy

Create empathy with and for the customer by identifying pain points and friction that they experience along the way.

Create Actionable Insights

Only when you truly understand what the user is doing, thinking, and feeling can you generate solutions to achieve different outcomes.

See How Journey Mapping From UpTop Impacted These Companies

See How Journey Mapping From UpTop Impacted These Companies

JAMS | A Centralized Platform for Alternative Dispute Resolution
F5 | Making Complex Products and Solutions Simpler To Find
Pearson Packaging | A Next Generation Human-Machine Interface

JAMS | A Centralized Platform for Alternative Dispute Resolution

F5 | Making Complex Products and Solutions Simpler To Find

Pearson Packaging | A Next Generation Human-Machine Interface

"One of the things that makes UpTop special is that we can go to them with any problem or task we have, and they’re always willing to figure out a way to solve it or get it done. They’ve delivered on every project beyond expectations."
– Director of Digital Development, Mattress Firm

Journey Mapping FAQs

  • User interviews or moderated usability studies to learn what your users think about your digital experience and uncover the why behind their actions
  • Stakeholder interviews with subject matter experts from Customer Service, Sales, or other related teams
  • Analytics or user behavior monitoring of your digital experience
  • Survey data collection and analysis
  • User personas to create a snapshot of your core user groups and better understand their behaviors, motivations and pain points

  • To evaluate the usability of your current digital experience
  • To explore an ideal future state experience 
  • To align your team around a common goal and increase cross-discipline collaboration
  • To gain valuable customer insights and improve your UX

  • Generally, a journey map targets one persona per scenario and must represent either the current or future state of an experience. eg. Mary (the target persona in terms of age group) is trying to sign-up for a video subscription service. How might she do this if we wanted to map out what the ideal future state would look like?
  • Considerations include:
    • Persona type
    • Goal to be accomplished
    • Current or Future state

  • Subject matter experts (SMEs), people who can provide great customer insights, can provide a hypothesis for what a journey might look like. These SMEs can be found in Customer Service, Sales, Customer Experience, Marketing, Analytics, and Product
  • Directly talking to customers will provide the qualitative and quantitive data that will go into the map. The feedback from interviews or surveys will provide a rich view of how they actually interact with your digital experience
  • The journey map can be reviewed with key stakeholders or executives who have the authority to make changes or whose help you may need to push initiatives forward

  • If doing a research-first approach, where you gather insights before mapping the customer journey, it can take weeks to gather research, analyze data and build out the map. This timeframe can be shortened depending on the amount of research needed to be performed
  • If doing a hypothesis-first approach, where you work off of existing knowledge and assumptions, a journey map can be created with a group of internal stakeholders over several days. This approach should be validated by research after the journey mapping is complete, but can be an effective way to explore new ideas quickly.

  • In Person: Sticky notes, sharpies, a large piece of paper or white board (for mobility).
  • Digital: The list is always growing, but our team prefers live collaboration tools like Miro or Figma. 

Explore Our Journey Mapping Resources

Explore Our Journey Mapping Resources

Let's Talk

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