Journey map

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Journey mapping is a technique used in interaction design to analyze and visualize users paths to achieving their objectives or goals by recording user experience in a story format. Used to guide design and development processes, journey mapping can help to structure information from interviews (verbal retrospection, self-confrontation) during user activity analysis, or the results of user testing. The Nielsen Norman Group outlines the journey mapping process and its uses [1] :

In its most basic form, journey mapping starts by compiling a series of user goals and actions into a timeline skeleton. Next, the skeleton is fleshed out with user thoughts and emotions in order to create a narrative. Finally, that narrative is condensed into a visualization used to communicate insights that will inform design processes.

Nielsen group journey map template

The following template (redrawn, based on the original allows collecting journey map data.


Journey map template in SVG] (according to the Nielsen Group

Journey map template in SVG for download, according to the Nielsen Group


NN/g Customer Journey Map Template (PDF)



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