Journey Map

A journey map shows the overall experience of a person engaging in a service. It illustrates the sequence of events and shows specific interactions in specific channels such as the web, phone, or in-person. By showing the sequence and details of the overall experience, teams can look for specific areas that need improvement. Journey maps are also useful for introducing executives, new team members or other collaborators to the scale and scope of a project.


  1. Decide on a key journey or situation that your users engage in with your service. Your service may have multiple journeys that can be mapped
  2. Break the journey down into major phases
  3. Identify the key steps within each phase
  4. For each step, use dedicated rows to add detail such as:
    • Actions or Tasks: what are the specific things someone does during this step? 

    • Tools or Channels: how do they perform a task? What tools do they use (like a mobile phone, a web app or a paper form?) and what channels support those tools?
    • Thinking: what would the citizen think at this stage?
    • Feeling: how would the citizen feel at this stage? How stressed are they?
    • Needs at that stage of the service journey: What are specific needs, goals, or motivations at this point in the service journey? What would need to happen for the overall journey and the specific stage to be successful for the citizen?