Method Overview

Through this method, you create a timeline of touchpoints between the user, the application(s), and any people/organizations they interact with. This method is used to see the process or service from the users’ perspective. You can map out the current state of a process or envision an idealized future state via journey mapping.

When to Use

• Digitizing a manual, paper-based process.
• Replatforming a process onto ServiceNow.
• Reviewing an existing process that has a negative NPS.

Outcomes

• Alignment among internal teams of overall opportunities and gaps.
• List of unmet user needs and pain points.
• Identified process gaps and opportunities to streamline.
• No assumptions about how the process occurs.

• Visualization of the end-to-end customer experience.

Prerequisites

• Scope and clear objectives of the project
• Primary user persona(s) and their goals identified.
• Insights from user observations and conversations.

Participants

Process owner, product manager, business analyst, design strategist, developer, and stakeholders

Materials Needed

• Conference room, whiteboard, markers, roll of paper.
• Or real-time collaboration whiteboarding tools such as Miro, or Mural

Agenda

What do you do after?

• Synthesize findings into final map.
• Capability Cards workshop
• Alignment Jam

Related Plays

Building Empathy

Learn More

Journey Mapping 101

The 5 Steps of Successful Customer Journey Mapping

Journey Mapping Course

How to Run a Journey-Mapping Workshop: A Step-by-Step Case Study