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Journey Mapping

Journey maps are visualizations of the process that a person goes through in order to accomplish a goal.

  1. Learn Journey Mapping with the Practica AI Coach

    The Practica AI Coach helps you improve in Journey Mapping by using your current work challenges as opportunities to improve. The AI Coach will ask you questions, instruct you on concepts and tactics, and give you feedback as you make progress.

  2. Why Customer Journeys Matter

    • Google logo
      What To Do If Your Product Isn’t Growing

      Austin Chang, Director, Product Management, Google

      For a product to grow, founders must first define the critical user journey they want users to take. This involves mapping out the optimal steps from a user's first action to their end goal. Companies should then measure how well users are progressing along this journey through key metrics at each step. Products should focus on levers that move these metrics, like notifications or suggestions, while avoiding adding too many features that obscure the journey. Finally, studying the actions of the most engaged users can reveal the pivotal moments that new users need to replicate for growth.

  3. What to Consider Before Journey Mapping

    Consider the goals, audience, and resources before starting a journey mapping project. Identify key touchpoints and pain points in the customer journey.
    • Amazon logo
      When to call B.S. on customer journey mapping

      Jason Brush, Principal UX Designer, Amazon

      While customer journey maps can provide useful insights, organizations often fail to get value from them. To ensure success, companies should: 1. Define a reasonable scope that matches available resources 2. Clarify goals around synthesis, ideation or both 3. Separate data gathering from visualization, using tools like Excel first before designing visuals, and 4. Remember that the most important part is the actions informed by the map, not the map itself. Journey mapping only matters if it leads to strategies and tactics that improve the customer experience.

  4. How to Create a Journey Map

    Use customer feedback and data to create a visual representation of the customer journey. Include emotions, actions, and pain points at each stage. Share the map with stakeholders and continuously update it based on feedback.
    • Nielsen Norman Group logo
      Journey Mapping 101

      Sarah Gibbons, Chief Designer, Nielsen Norman Group

      Journey 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.
    • Google logo
      What To Do If Your Product Isn’t Growing

      Austin Chang, Director, Product Management, Google

      Austin describes how ‘Critical User Journeys’ can help a product take off.

  5. Planning a Customer Journey Workshop

    Plan a workshop to gather input from stakeholders and create a shared understanding of the customer journey. Use exercises such as Empathy mapping and persona creation to gain insights. Facilitate discussions and prioritize actions based on impact and feasibility.