How do you map a user's journey using UX research?

1 Define the scope and purpose

Before you start mapping, you need to define the scope and purpose of your user journey map. What is the specific user segment, scenario, or problem you want to focus on? What is the main goal or outcome you want to achieve with your map? How will you use the map to inform your design decisions and strategy? Having a clear scope and purpose will help you narrow down your research questions and data sources, as well as align your team and stakeholders on the same vision.

2 Collect and analyze user data

To create a realistic and accurate user journey map, you need to collect and analyze user data from various sources. You can use qualitative and quantitative methods, such as interviews, surveys, observations, analytics, feedback, and testing, to gather insights about your users' behaviors, motivations, needs, and pain points. You can also use personas, empathy maps, or user stories to synthesize and represent your user data. The more user data you have, the more empathetic and actionable your user journey map will be.

3 Define the stages and steps

The next step is to define the stages and steps of your user journey map. A stage is a high-level phase of the user's journey, such as awareness, consideration, purchase, or retention. A step is a specific action or interaction that the user takes within each stage, such as searching, browsing, clicking, or contacting. You can use sticky notes, cards, or software tools to list and organize the stages and steps of your user journey map. You can also use labels, icons, or colors to categorize and prioritize them.

4 Add the user's emotions and pain points

One of the most important aspects of user journey mapping is to add the user's emotions and pain points along the journey. Emotions are the feelings that the user experiences at each step, such as happy, frustrated, confused, or satisfied. Pain points are the problems or challenges that the user faces at each step, such as slow loading, unclear instructions, or hidden fees. You can use scales, graphs, or emojis to show the user's emotions and pain points on your user journey map. You can also use quotes, testimonials, or feedback to illustrate them.

5 Add the touchpoints and channels

Another key aspect of user journey mapping is to add the touchpoints and channels that the user uses at each step. Touchpoints are the points of contact or interaction between the user and your product or service, such as a website, an app, a call center, or a store. Channels are the mediums or platforms that deliver the touchpoints, such as a mobile device, a desktop computer, a phone, or a physical location. You can use icons, images, or screenshots to show the touchpoints and channels on your user journey map. You can also use arrows, lines, or flows to show the connections and transitions between them.

6 Identify the opportunities and solutions

The final step is to identify the opportunities and solutions that can improve your user's journey. Opportunities are the gaps or areas where you can enhance the user's experience, satisfaction, or loyalty, such as adding a feature, simplifying a process, or providing a benefit. Solutions are the ideas or actions that can address the user's pain points, needs, or goals, such as fixing a bug, redesigning a screen, or offering a discount. You can use sticky notes, markers, or software tools to brainstorm and document the opportunities and solutions on your user journey map. You can also use metrics, KPIs, or objectives to measure and evaluate them.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?