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Where does a Journey Map take you?

Updated: Dec 7, 2022


Everything You Need to Know About Journey Maps


If you're like most people, the phrase "journey map" might not mean much to you. But if you're involved in user experience (UX) design, it's a critical tool. This HD column will tell you everything you need to know about journey maps: what they are, why they matter, and how to create them.



What are journey maps?

Journey maps are visual representations of the data that your customers communicate while they interact with your platform, product, or service. They help businesses do the following:

  • Identify and understand customer needs and desires

  • Identify pain points and areas for improvement

  • Track customer engagement

  • Create more seamless user experiences, etc...

In other words: journey maps are essential for improving the customer experience. If you are in the healthcare sector, you might create a Patient Journey Map, or if you are in an industry service base organization, you might create a customer journey map, experience map, or a product journey map.


Journey maps are a tool that can be used to understand and document the steps involved in a particular process or event. They can be helpful for planning purposes, or simply to reach a better understanding of how something works through the lens of your end user. Some examples of how organizations use journey maps include:

  • A grocery store might be curious about a featured product. They might create a journey map based on a shopping experience to purchase this product

  • A doctor's office might be curious about why they have such a high no-show. They might create a patient journey map about the current patient visit experience.

  • A local foundation might not be reaching a resource disbursement target or goal. They decide to create a journey map about the grant application process for nonprofits.


Why do they matter?

Journey maps are a critical tool for any business that wants to provide an optimal customer experience. They help companies understand how their customers interact with their products or service and identify areas where the customer experience can be improved. Also, journey maps can help businesses design marketing campaigns and improve conversion rates. In our experience in the social impact and healthcare sector, journey maps have helped us create more innovative products and services. Just by listening to our customer's experiences, their needs, and how those services solve those pain points. We also look for bottlenecks or what areas we might be wasteful in.