No. 052
User Research
Journey Map
A journey map is a visualization of the steps, thoughts, and emotions a person experiences while trying to accomplish a goal with a product or service.
Why it matters
It reveals pain points and moments of delight across the whole experience, not just one screen, helping teams see the bigger picture.
In depth
A journey map typically charts stages, user actions, thoughts, emotions, and opportunities over time. Unlike a user flow (which is about screens and steps), a journey map emphasizes the human experience and feelings, often across multiple channels and touchpoints.
Real-world example
Mapping a traveler's journey — researching, booking, packing, flying, returning — exposes where frustration spikes and where to improve.
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