Journey Mapping

Uncover Friction Points and Opportunities for Innovation with Journey Mapping

Journey mapping, in its simplest form, is a visual way to see how your users engage with your brand at different interaction points, across channels, and the emotions they feel along the way. This extremely valuable exercise builds empathy for the user as you view the experience through their eyes, helping to uncover friction points along the path of accomplishing a goal over time.

Journey maps should be created for different users and be specific to goals they are trying to accomplish. These maps are living and breathing documents that should be maintained regularly as user behavior, business, and market conditions change.

Our mapping exercises help to identify both internal and external friction points. They are also the launch point for identifying opportunities to innovate. Journey mapping is the core of our user research when engaging with our design sprints. They are an integral part of a broader design approach to larger initiatives.  

Key Benefits

  • Identify. Identify gaps and issues in the customer experience
  • Alignment. Create common goals and vision for the product
  • Collaboration. Encourage cross-discipline collaboration
  • Empathy. Create empathy with and for the customer
  • Understand. Understand the relationship the customer has with the experience

Journey Mapping Outcomes

Internal Alignment
Identify Friction Points
Innovation Opportunities

Start your own journey mapping exercise

A journey map, in its most basic form, is:
• A series of user actions across a timeline for achieving a goal
• Understanding user thoughts and emotions in order to empathize with users and create a narrative
• A visualization with insights that will inform decision making 

Watch our UX Director, Michael Woo, talk about how journey mapping has helped UpTop.  
You will be redirected to the worksheet download, once the form is submitted. You will also receive a follow-up email with the link for you to access the worksheet at any time.

Start your own journey mapping exercise

A journey map, in its most basic form, is:
• A series of user actions across a timeline for achieving a goal
• Understanding user thoughts and emotions in order to empathize with users and create a narrative
• A visualization with insights that will inform decision making 

Watch our UX Director, Michael Woo, talk about how journey mapping has helped UpTop. 
You will be redirected to the worksheet download, once the form is submitted. You will also receive a follow-up email with the link for you to access the worksheet at any time.

Success Stories: UpTop

F5

Taking a user centered approach to the redesign of F5's navigation, UpTop utilized UX research methods to categorized and label the site so that it makes sense to their core audience.

F5

Taking a user centered approach to the redesign of F5's navigation, UpTop utilized UX research methods to categorized and label the site so that it makes sense to their core audience.
"Doing a Journey Map, it allows us to tackle several things. Number one, it lets us holistically look at our customer touch points end to end. It allows us to form actionable insights by looking at pain points and opportunities... it's a great exercise in collaboration where it allows many folks from different groups to get together and contribute."
– Michael Woo, UX Manager at Up Top

On The Blog: Journey Mapping

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