User Journey map

User Journey map

Graphical representation of a flow that describes the experience of a user when interacting with a service. The map allows us to visualize the sequence of activities in terms of relevant features, problems and opportunities that contribute to defining the service’s level of performance.

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For a theoretical study click here.

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Indications emerged from the DRLab experience for the use of the tool.

Instructions for using the template

Premise An effective user journey map relies on research data. Before proceeding with compiling the map, make the data easily available to the working group.

1. Identify the project title and the title of the journey to be described through the experience of the protagonist’s interactions with the service. Indicate the protagonist of the experience in order to describe his/her specific interaction with the service.

2. Relate the activities that describe the protagonist’s experience.

3. RGroup together the activities previously identified into macro-activities that describe the protagonist’s experience.

4. For each activity, represent the scene by using visualization and description, e.g. words, drawings, sketches, images, illustrations, photographs.

5. Indicate the interaction points touchpoints of the reference scene, or the elements through or through which the protagonist has an interaction with the service. The points of interaction can be manifested to the protagonist in the form of objects, documents, digital products, people, or other items to be crossed and indicated in the appropriate spaces.

6. Indicate the emotional state of the protagonist in relation to the individual activities of the service using words connected to the icons.

7. Report a quote of the protagonist that describes his/her point of view of the scene.

8. Indicate critical issues that arise in each phase of the experience, relating to the protagonist and their interactions with the service.

9. For each activity, report what can be deduced from the analysis of the previous points (macro-activities, activities, scene, points of interaction, emotional state, issues, citations).

N.B. The protagonist can be traced back among the profile personas, or can express the features of a hypothetical user if more detailed data is not available.

N.B. The greater the awareness of the project context through explorational activities and previous research – such as design ethnography – the greater is the ability to complete the map. E.g. activities, moods, quotes are more reliable if they come out of exploring the project’s real context.

N.B. The form is in A3 format and can be downloaded from this page; it allows you to describe an experience for up to 4 activities – with scenes represented in a space the size of a post-it. To describe experiences with more than 4 activities, simply print the same form again and use it in continuity, or download the A1 format.

Download the manual for using the tool. Inside you’ll find an introduction, instructions for completing it independently, some practical tips, the template (A3 format) and an example of how to fill it out. Here you can also download only the template in A3 and A1 formats.

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