In 30 seconds
- Maps stages, actions, touchpoints and emotions over time.
- Reveals pain points and handoffs nobody owns.
- Best built from real research, not assumptions.
What goes on a map
- Stages: such as discover, sign up, use, get help, renew
- Actions: what the customer does at each stage
- Touchpoints: where they interact with you
- Thoughts and feelings: often drawn as an emotion curve
- Pain points and opportunities
Building one
- Choose one persona and one scenario.
- Gather evidence: interviews, support tickets, analytics.
- Sketch the journey with the team.
- Mark the biggest pain points.
From map to backlog
Each major pain point becomes a candidate for the Product Backlog. A story map can then break the improved journey into releasable slices.
Myth vs reality
Myth · A journey map is a process diagram.
Reality · It centres the customer's experience, not internal steps.
Myth · One map covers all customers.
Reality · Different personas often have different journeys.
Myth · Maps are one-off workshop outputs.
Reality · Revisit them as the product changes.
FAQ
How is this different from a story map?
A journey map shows today's experience; a story map plans what to build.
Who should be involved?
The product team plus people who talk to customers, like support.
Do we need special tools?
No; a whiteboard and sticky notes work well.