user-journey-mapping
Create comprehensive user journey maps that identify pain points, opportunities, and emotional states across touchpoints. Use when mapping user experiences or analyzing conversion flows.
What this skill does
# User Journey Mapping Comprehensive guide to creating user journey maps that reveal pain points, opportunities, and emotional states across the entire user experience. ## When to Use This Skill - Mapping end-to-end user experiences - Identifying conversion funnel drop-off points - Understanding emotional states during key interactions - Discovering optimization opportunities - Aligning teams around user perspective ## Quick Reference | Task | Load reference | | --- | --- | | **Research Methods** | `skills/user-journey-mapping/references/research-methods.md` | ## Journey Map Components ### 1. Stages Define the major phases users go through: ``` Awareness → Consideration → Decision → Onboarding → Usage → Advocacy ``` ### 2. User Actions What the user does at each stage: - Searches, browses, compares - Signs up, configures, learns - Uses features, seeks help - Shares, recommends, upgrades ### 3. Touchpoints Where interaction happens: - Website, mobile app, email - Support chat, documentation - Social media, reviews - In-person, phone ### 4. Emotions How users feel (use emoticons or scale): ``` 😊 Delighted → 😐 Neutral → 😤 Frustrated → 😡 Angry ``` ### 5. Pain Points Where friction occurs: - Confusion, delays, errors - Missing information - Poor feedback - Technical issues ### 6. Opportunities Where we can improve: - Quick wins - Major improvements - Innovation opportunities ## Journey Map Template ```markdown ## User Journey: [Persona Name] - [Goal] ### Stage 1: [Stage Name] **User Goal**: [What they're trying to achieve] **Actions**: - [Action 1] - [Action 2] **Touchpoints**: [Where interaction happens] **Emotions**: [😊/😐/😤/😡] - [Why they feel this way] **Pain Points**: - [Pain point with impact] **Opportunities**: - [Opportunity with potential impact] **Metrics**: [How we measure this stage] --- [Repeat for each stage] ``` ## Example Journey Map ### E-commerce Checkout Journey | Stage | Awareness | Cart | Checkout | Payment | Confirmation | |-------|-----------|------|----------|---------|--------------| | **Actions** | Browse, compare | Add items, review | Enter details | Pay | Receive | | **Emotions** | 😊 Excited | 😐 Considering | 😤 Tedious | 😰 Anxious | 😊 Relieved | | **Pain Points** | Too many options | Price unclear | Too many fields | Security fears | No ETA | | **Opportunities** | Recommendations | Clear pricing | Autofill | Trust signals | Tracking | ## Best Practices ### Do's - Base on real user research, not assumptions - Include both digital and non-digital touchpoints - Map emotional highs and lows - Quantify with metrics where possible - Involve cross-functional stakeholders ### Don'ts - Don't map the ideal journey - map reality - Don't focus only on your touchpoints - Don't ignore competitor alternatives - Don't skip the "boring" stages - Don't create and forget - iterate ## Integration with Design 1. **Identify critical moments**: Where do emotions shift? 2. **Prioritize pain points**: Impact × Frequency matrix 3. **Design interventions**: Targeted improvements 4. **Measure success**: Before/after metrics 5. **Iterate**: Journey maps are living documents ## Resources - [Nielsen Norman Group Journey Mapping Guide](https://www.nngroup.com/articles/journey-mapping-101/) - [Service Design Tools](https://servicedesigntools.org/tools/customer-journey-map)
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