Journey Map

Journey Maps summarize and reflect on an end-to-end experience from the user’s perspective.

• Different than a Service Blueprint (includes the organization’s perspective–both frontstage and backstage processes not visible to the user)

• As-Is (current state) & To-Be (future state) Journey Maps

• Aligns stakeholders on:

  • The steps in a user’s process

  • Actions taken to achieve their goal

  • How they feel throughout the end-to-end experience

  • Opportunities based on as-is pain points and moments of delight or ease

• Like Personas, there are many visual presentations of Journey Maps