Journey Mapping
Purpose
Understand the current state or future state of how an individual (customer, employee, etc) experiences a process.
This method is useful when researching in a customer experience context.
Qualities
- Mode of Inquiry: Convergent (Sensemaking)
- Common Usage: Challenge Seeking / Solution Seeking
- Depth of Understanding Gained: Deep
- Participant Engagement: Synchronous
- Researcher Engagement: 1: Many
- Setting: In-person or Virtual
Duration
20+ minutes
Tool requirements
Journey map template
Facilitators
1
Participants
up to 10
Instructions
Prep
- Prepare the journey map template based on any data you have already collected.
Execute
- Establish a specific type of person to map for. If there are multiple types of people in the context, start with the most complicated and try to run the method again with additional types.
- Facilitate participants through identifying the specific steps the person takes from start to finish. Collect information about actions, emotions, struggles, and who/what they interact with in their journey.
- Make notes of steps/actions that are unclear or have conflicting information.
Document
- Take photos of the completed journey map.
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