What is Journey Mapping? | User Journey Maps Meaning & Types

What is journey mapping? User journey maps meaning and types

Reading Time: 8 minutes
Understanding Journey Mapping in UX

Knowing what is journey mapping can significantly impact the design process, making it essential to understand how to create a journey map. 

Journey mapping is an effective technique for UX designers to visualize and improve the user experience from the first interaction to the last touchpoint. It involves detailed visualizations of the website user journey, helping designers to identify and address issues.

The process of visualizing a user’s interactions with a product or service across several touchpoints is known as journey mapping in user experience (UX). It records the feelings, intentions, problems, and general experience of the user, offering insightful data that might lead to design advancements. 

By keeping the user at the heart of the design process, this all-encompassing approach guarantees user-friendly and fulfilling experiences.

User journey examples provided in the blog offer valuable insights into common user paths and highlight potential areas for improvement. By focusing on these aspects, designers can ensure a more intuitive and satisfying user experience from start to finish.

User journey mapping definition

A user journey map visually depicts a user’s interactions and feelings at different touchpoints throughout a product or service.

Journey mapping facilitates the development of more user-centric and efficient solutions by assisting businesses in comprehending users’ needs, pain spots, and motivations at every stage of their journey.

What is a user journey?

The user experience, from the first point of contact to the last engagement, is called the user journey when interacting with a product or service.

It highlights the user’s needs, pain areas, and motivations through all the phases, touchpoints, and interactions.

Businesses may optimize each step of the user journey to give users a more seamless, fulfilling, and engaging experience by thoroughly understanding it.

Purpose of journey mapping

The purpose of journey mapping is to understand the user’s experience better using a good or service. 

  • Identify pain points: Locate trouble spots for users and implement specific fixes.
  • Understand user needs: Learn about the expectations and needs of users at every level.
  • Improve user experience: Resolving problems and streamlining interactions may make the user experience more fluid and fulfilling.
  • Improve communication: Provide a clear picture of the user’s journey to encourage improved team alignment.
  • Spark innovation: By analyzing user behavior, find areas where innovation might occur.
  • Boost engagement and loyalty: Provide a seamless and efficient experience to enhance user engagement and loyalty.

Checkout this video to understand more about customer journey mapping.

The importance of UX journey maps

Importance of UX journey maps
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Enhancing user-centric design

User Journey map centers the design process around the needs of the user. Truly user-centric solutions can be designed by considering the user’s needs, behaviors, and pain areas.

This results in better user-friendly and intuitive goods and services.

Identifying pain points

Journey mapping allows UX designers to pinpoint when users encounter problems or become frustrated.

This understanding is essential for implementing focused changes that improve the user experience as a whole.

Improving user satisfaction and loyalty

A carefully planned user experience boosts satisfaction and loyalty. Design professionals can create experiences that delight and retain customers by using

UX journey map to gather insights into what annoys users and what they like most.

Key components of user journey mapping

Key components of user journey mapping
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User personas

User personas are made-up characters that represent various user demographics. They are developed using actual data and insights, such as demographics, objectives, difficulties, and habits.

By using personas, designers can better grasp the needs of their target audience and who their consumers are.


The different interactions customers experience with your product or service are known as touchpoints. These can happen through various platforms, including social media, your website, mobile app, and customer support.

Determining each touchpoint is essential to comprehending the user journey in every aspect.

User stages

There are various stages to the user experience, each having its own interactions and feelings.

Typical phases consist of:

  • Awareness: The product or service is brought to the user’s attention.
  • Consideration: The consumer compares the good or service to other options.
  • Decision: Using the product or service is the user’s choice.
  • Usage: The product or service is used by the user.
  • Retention: The customer keeps using the good or service.
  • Advocacy: Customers enthusiastically promote the good or service

User emotions and motivations

Consumers’ goals and feelings must be understood at every point of their journey.

Emotions influence users’ perceptions and interactions with a product and drive decisions and experiences.

Design professionals can create more engaging and empathetic experiences by mapping these feelings.

Types of user journey mapping

Current state journey map: 

This kind primarily depicts the user’s present encounter with a good or service. It attempts to pinpoint current issues and achievements, offering guidance for small-step advancements.

Businesses can improve the present user experience by focusing on the areas where users face difficulties.

Future state journey map:

This type of journey map directs design and development efforts toward building a more optimal user experience by imagining the perfect future experience for consumers.

Businesses can use it to match their aims with user expectations, use it for strategic planning, and define a vision for future enhancements to the user experience.

Day in the life journey map: 

This UX journey map shows a user’s normal day-to-day life, emphasizing how they engage with the product or service during regular activities.

It gives companies a comprehensive understanding of how the product fits into the user’s life by assisting in understanding user behavior, needs, and pain points in a larger context.

Service blueprint: 

A service blueprint shows the user journeys and the operational procedures accompanying it.

It helps improve service delivery and ensure that all organizational components are in line with user needs by pointing out the connection between front-stage user encounters and back-stage operations.

Experience map: 

An experience map can help find common themes and insights from various encounters by capturing a wider variety of user journeys and touchpoints.

Organizations with various user interactions may find this complete view extremely helpful in understanding the overall user experience and areas for improvement.

Empathy map: 

Focused on comprehending the user’s emotional journey and driving forces, empathy maps offer a more in-depth comprehension of users’ thoughts, feelings, and words at various points in their trip.

These maps are useful for business user-centric and empathetic experience development, particularly in human-centered design processes.

Steps to create a user journey map

Define objectives

To begin with, decide exactly what you want your route map to help you accomplish.

What are your goals—improving customer assistance, expediting onboarding, or increasing user retention?

The UX journey mapping approach will be guided by specific objectives, guaranteeing that your design needs are met.

Data collection

Gather information from various sources, including analytics, interviews, usability testing, and user surveys.

This vast amount of data will shed light on user preferences, behaviors, and problems.

Use qualitative data for a more in-depth, emotional understanding and quantitative data for quantifiable insights. 

Creating user personas

Create in-depth personas that correspond to various user demographics. These personas should include demographic data, objectives, difficulties, and behaviors.

Personas assist in identifying the unique requirements and preferences of various user groups, enabling more precisely customized journey maps.

Identifying touchpoints

List every touchpoint through which customers can engage with your offering. This covers communications on your website, mobile application, customer support hotline, social media, and any other essential platforms for your company.

Knowing every user journey map touchpoint is essential to producing an all-encompassing travel map. 

Mapping the current state

To see the current user experience, make a user journey map of the present state. Emphasize significant turning points in their lives, as well as their emotional highs and lows and problem areas.

This map offers a starting point for understanding the existing user experience and pinpointing areas needing development.

Analyzing gaps

Examine the existing journey map to find any holes or places that could be improved.

Look for discrepancies, obstructions, or areas that require attention. Analyzing these gaps makes it easier to find areas where the user experience can be improved. 

Designing the future state

Based on your findings, make a future UX journey map that depicts the perfect user experience.

The highlighted pain points should be addressed on this map, and improvements to the overall experience should be made. The roadmap for enhancing the user journey is provided by the future journey map.

Implementing changes

Create a plan to make the modifications required to transition from the current condition to the desired future state.

This could include investing in new technology, reworking user interfaces, hiring personnel, or upgrading procedures. These adjustments must be put into practice to benefit from journey maps effectively.

Monitoring and refining

Monitor the effects of the modifications and seek user feedback. As necessary, adjust the journey maps to keep them current and useful.

The journey maps must be updated frequently to maintain their accuracy because user demands and behaviors change over time.

Best practices for effective user journey mapping 

Best practices for effective journey maps
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Involving cross-functional teams

To guarantee a comprehensive understanding of the user journeys, include people from all departments, including design, development, marketing, and customer service.

Collaborating across functional lines guarantees that each aspect of the user experience is considered and enhanced.

Using real data

Make your journey maps based on actual user data, not assumptions. This will offer a more realistic and useful depiction of the user experience.

The user journey map is guaranteed to represent real user demands and behaviors thanks to real data.

Focusing on emotions

Take note of the user’s emotional journey. Being aware of user emotions at every touchpoint can enable you to design more engaging and sympathetic user experiences.

Resolving both good and negative emotions is crucial since they greatly impact consumer satisfaction and loyalty.

Keeping it visual

To help stakeholders understand and be more engaged with the user journey map, use visual aids such as charts, graphs, and illustrations.

Visual representations facilitate better communication of the user journey and facilitate teams’ understanding and application. 

Regular updates

Market dynamics and user behavior shift over time. To keep ahead of customer needs, update your journey maps regularly to account for these changes.

Regular updates guarantee that the journey map stays applicable and offers insightful information.

Watch this tutorial to understand how to create user journey mapping through FigJam.

Summing up!

To sum up, businesses create outstanding user experiences by moving through the many stages of the user journey. By focusing on every stage, from early awareness to passionate advocacy, they build enduring relationships, ensure that consumers well-receive their goods and services, and prosper in the ever-changing market.

Frequently asked questions:

1. What are the 4 stages of user journey mapping?


Advertising, social media, word-of-mouth, and other channels are customers’ first contact points with your product or service.

Taking into account: 

To make well-informed judgments, users investigate and contrast their options, looking for information from websites, product demos, and reviews.


Users commit to making a purchase or taking action, including adding products to their carts, finishing transactions, and possibly contacting customer service.


After purchasing a product, users interact with it by using it, getting assistance, and possibly turning into advocates who tell others about it.

2. What is the primary purpose of journey mapping?

A user journey maps main objective is to graphically represent the user’s interaction with a good or service from the point of first contact to the point of completion.

Businesses may improve overall satisfaction and develop more user-centric solutions by using this to understand better user wants pain areas, and motivations at every level.

3. What are the objectives of journey maps?

Determine pain points:

Highlight locations where consumers struggle and require enhancements.

Recognize user needs: 

Learn about the requirements and expectations of users at every level.

Improve user experience: 

Streamlining touchpoints may create a seamless and fulfilling experience for users.

Enhance communication: 

Provide a clear picture of the user journeys to encourage improved team alignment.

Promote innovation: 

By analyzing user behavior, identify areas that could benefit from innovation.

Boost engagement and loyalty: 

To increase user engagement and loyalty, ensure the user experience is efficient and effective.

4. How to create a user journey map?

Establish objectives: 

Clearly state the objectives of the journey map, such as identifying pain areas or comprehending user behavior.

Gather information: 

To understand user interactions and experiences, gather information using surveys, interviews, user research, and analytics.

Identify personas: 

To ensure the user journey map is user-centric, create user personas representing various audience segments.

Overview Phases: 

Divide the user journey map into important phases: awareness, contemplation, choice, and advocacy/retention.

Map touchpoints: 

List every point customers engage with your offering at each stage.

Capture emotions: 

To thoroughly understand the user’s experience, take note of their demands, pain points, and emotions at each touchpoint.

Analyze and optimize: 

Use the journey map to pinpoint problem areas and create plans to improve the user experience.

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Creative Director and Founder of Octet Design Studio- Aakash Jethwani
Aakash Jethwani

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