Journey Mapping 101

Summary: A journey map is a visualization of the process that a person goes through in order to accomplish a goal.

Journey maps are a common UX tool. They come in many shapes, sizes, and formats, and serve different purposes depending on the context. This article covers what a journey map is (and is not), its key components, related terminology, and how we can use it.

Definition: Journey Map

A journey map is a visualization of the process that a person goes through in order to accomplish a goal.

In its most basic form, journey mapping starts by compiling a series of user actions into a timeline. Adding users’ thoughts and emotions brings the timeline to life, turning it into a narrative of their experience. This narrative is then condensed and refined into a journey map.