journey mapping Articles & Videos

  • Asset Mapping for Experience Consistency

    Asset maps display and organize the screens and elements users encounter along workflows and journeys. They provide a systematic way of analyzing the consistency of an organization’s experience across channels.

  • Getting Started with Journey Mapping: 27 Tips from Practitioners

    Set yourself up for journey-mapping success by educating yourself on the basics, defining objectives, building a crossfunctional team, collaborating on the map, and optimizing your presentation.

  • Orchestration in the Omnichannel Experience

    One of the 5 key components of a successful omnichannel user experience, orchestration creates a personalized customer journey.

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

    How to design a journey-mapping workshop that leads participants through current-state assumption mapping, pain-point identification, and future-state visioning.

  • Journey-Mapping Approaches: 2 Critical Decisions To Make Before You Begin

    Before beginning any journey-mapping initiative, teams must decide between (1) a current-state or future-state map, and (2) an assumption-first or research-first approach. A hybrid approach for each decision works well for most teams.

  • Journey Mapping for Remote Teams: A Digital Template

    A collaborative spreadsheet is an efficient, effective tool for virtual customer-journey mapping. Because of the format and structure it affords, almost everyone will be able to access and easily use it.

  • 21st Century Design

    Traditional design education is too narrow. Don Norman advocates a broader perspective for design and designers.

  • Journey Mapping: 2 Decisions to Make Before You Begin

    Customer journey maps come in two flavors: current-state and future-state mapping. Mapping can be based on hypotheses or on real user data.

  • 7 Ways to Analyze a Customer-Journey Map

    Evaluate your journey map to identify low and high points, failures in setting expectations, unnecessary steps, channel transitions, and moments of truth.

  • CX vs. UX

    Customer Experience (CX) and User Experience (UX) are two common terms that mostly mean the same thing but have different connotations. Whatever your preferred term, it's important to consider design at 3 levels of experience.

  • Design Thinking Is Like Cooking

    As you learn design thinking, you progress through stages: being a beginner, an intermediate practitioner, and possessing advanced expertise. This progression is like learning to cook: you won't be a master chef on day 1, but there are appropriate skills to aim for at each level.

  • Scenario Mapping for Design Exploration

    When you are in the early stages of designing a user experience flow, use scenario mapping to work out how different personas will use the proposed design to solve their tasks.

  • How to Conduct Research for Customer Journey Mapping

    When conducting research for customer-journey maps, use qualitative methods that allow direct interaction with or observation of users, such as interviews, field studies, and diary studies.

  • Customer Journey Mapping 101

    The 5 components of a journey map and the benefits of using this qualitative method as part of a UX design process to discover, document, and share the bigger picture of what users want.

  • 6 Rules for Persuasive Storytelling

    Stories build empathy and make the user needs and pain points memorable to your team. Effective stories speak the language of the audience, are rooted in data, and take advantage of compelling artifacts.

  • How to Conduct Research for Customer Journey-Mapping

    When conducting research for customer-journey maps, use qualitative methods that allow direct interaction with or observation of users, such as interviews, field studies, and diary studies.

  • How to Empathy Map

    A 5-step process for creating empathy maps that describe user characteristics at the start of a UX design process.

  • How to Create a UX Storyboard

    How storyboards fit within the UX design process, and the steps needed to make a successful storyboard to visualize a workflow, customer journey, or user story.

  • Journey Mapping 101

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

  • Storyboards Help Visualize UX Ideas

    Storyboards are visual representations of UX stories, which capture attention, provide clarity, and inspire us to take action.