Journey Maps are excellent as a tool for deriving requirements, as well as better understanding the customer. Similar to a paper-based, use case process to understand an “Actor” on their business workflow, journey maps visualize the customer/user experiences. The article below is a primer to the creation and usage of a Journey Map.
Summary: Journey maps combine two powerful instruments—storytelling and visualization—in order to help teams understand and address customer needs. While maps take a wide variety of forms depending on context and business goals, certain elements are generally included, and there are underlying guidelines to follow that help them be the most successful.
What Is a Customer Journey Map?
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.