Articles by Sarah Gibbons
Journey Mapping 101Journey maps help teams gain a holistic view of the customer experience by revealing pain points and opportunities for improvement. Creating and using journey maps fosters shared understanding across teams and provides a tool to communicate the customer experience. Journey maps visualize the process a person goes through to achieve a goal. They consist of a timeline of user actions, thoughts, and emotions the user experiences. The key elements are an actor, scenario, journey phases, actions/mindsets/emotions and opportunities.