Method: User Journey

user experience journeyUser Journey, or a Customer Journey is a visual interpretation of the overall story (journey) of a user’s perspective of their action, feeling, perception, and thoughts to toward a product, service, brand, or organization. The Map presents the positive, negative, and neutral aspect of the user’s journey, and helps the team to focus on the overall instead of any single action or metric.

Each User Journey is unique, as everyone does thing differently, and with different backgrounds and needs they will be acting and feeling differently on their User Journey. Identifying your key user personas, and building a MAP of mixed User Journey can help you analyze interactions, behavior patterns, and finding touch points. Those data can then use for developing a better product, redefining value, and building trust and relationship with your users and customers.

Building the Journey

There are many different ways to construct the Journey, it depends on the company size, service, and it can get extremely detail if you wish it to be. There are two main things you should consider before building your Journey:

  • Timeline: The most common User Journey is the Timeline style, which is a narrative model, it tells the story from start to end in one line, which is easily understandable for most people.
  • Wheel: Focus more on the interaction of the user, and use for reflecting the overall experience of the product or service.
The Content:

The content of the Journey just like the layout can be different base on what is the goal of the research. Some content is left out on the Journey, but all of them should thought of in the design process.

  1. Persona: The person that will be going through the journey, who are they, what do they want, who are your ideal customers?
  2. Timeline: The timeline of the Journey, the length can be different depending on your business. The standard timeline includes: Before, During, and After, as three phases which user is experiencing a server or using a product.
  3. Emotion: How the person feels during different parts of the journey.
  4. Touchpoints: The points where the person is interacting with the company, Touchpoints are also the time where the company can have the biggest impact on the user’s emotion, action, and feeling on the company. You should always ask yourself when dealing with a Touchpoint: “How can this be a positive experience?”.
  5. Channel: Where is the Journey taking place, and what is the context of the interaction (Website, app, location store, on phone).
  6. User Goals: What are the goals of the user, what is their reason for using your product or service? What do they wish to accomplish?
  7. User Pain Point: what is the problem the user is facing? What is stopping him from getting to his/her goals?



Lego Wheel Experience Map


Starbucks Customer Journey

Startbucks User Journey

Customer Journey via



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