Module 5: UX Journey/Story Mapping
Journey mapping, also known as customer journey mapping or user journey mapping, is a technique used in customer experience (CX) and user experience (UX) design to visualize and understand the interactions and experiences that customers or users have with a product, service, or brand. 
Table of Contents
Outcomes
Upon completion of this module, you should be able to:
- Outline the steps involved in carrying out a story (journey) mapping process to gain insights into user experience with software solutions.
UX Journey Mapping
A journey map is a visual representation or diagram that illustrates the various touchpoints and steps involved in a customer’s or user’s journey. It typically follows a chronological order, from the initial awareness or discovery phase through the entire experience, including post-purchase or post-interaction stages. The purpose of journey mapping is to gain insights into the customer’s or user’s perspective, identify pain points, opportunities for improvement, and areas where the experience can be enhanced.
Journey maps typically include information such as:
- User goals and motivations: The desired outcomes or objectives the customer or user wants to achieve.
- Touchpoints: The specific interactions or points of contact the customer or user has with the product, service, or brand, both online and offline.
- Channels: The different communication channels or platforms utilized during the journey, such as websites, mobile apps, social media, physical stores, etc.
- Emotional states: The customer’s or user’s emotional reactions, feelings, or attitudes at each stage of the journey.
- Pain points and opportunities: Areas where the customer’s or user’s experience may be negative, frustrating, or unsatisfactory, as well as potential areas for improvement or innovation.
- Key moments: Significant events or interactions that have a significant impact on the customer’s or user’s perception and overall experience.
- Insights and recommendations: Conclusions drawn from the analysis of the journey map, along with suggested actions or strategies to improve the customer or user experience.
Journey mapping helps organizations gain a deeper understanding of their customers or users and enables them to design and optimize their products, services, or processes to better meet their needs and expectations. It is a valuable tool for aligning business objectives with customer-centric design and creating more meaningful and satisfying experiences.
Module Resources
A helpful batch of links to resources that may have been used for activities and/or discussions during this week’s module.
What’s Next
A clever segue into the next module.
Glossary
Here we’ll create a list of the module’s key terms