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Getting Started with Journey Mapping: 27 Tips from Practitioners

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Summary: 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.


Journey maps visualize the process that a user goes through to accomplish a goal. They provide a holistic view of the customer experience , highlighting both positive and negative moments from the user’s point-of-view.

Leading a journey-mapping initiative is no small challenge. It takes product knowledge and research savvy, along with project- and stakeholder-management skills. To learn about journey mapping in practice, we surveyed more than 300 UX professionals on their journey-mapping experiences. Within that group, 206 respondents shared advice for people creating a journey map for the first time. In this article, we’ve consolidated the advice into 27 tips relevant not only to those getting started with journey mapping, but to all practitioners who want to learn from their peers’ knowledge. We grouped these into 6 categories:  learning about journey mapping, defining goals, gathering and conducting research, collaborating on the map, visualizing and communicating the journey, and bonus words of encouragement.

Getting Started with Journey Mapping

Defining Goals, Team, and Scope

Gathering and Conducting Research

Collaborating on the Map

Visualizing and Communicating the Journey

Final Thoughts and Words of Encouragement

Conclusion

Journey mapping is not new, and many teams have struggled, stumbled, succeeded, and sometimes even failed at it. No single case study can tell you what to do in your specific situation, which is why we research best practices across hundreds of UX projects. This distillation of lessons learned by many teams will position your mapping initiative for success.

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