User Journey Map

Comment l'animer

1. 1

   Define the scope: which user persona and which journey are you mapping?

2. 2

   Identify the stages of the journey (e.g. Aware → Consider → Purchase → Onboard → Use → Advocate).

3. 3

   For each stage, map out: what the user does (actions), what they think (thoughts), how they feel (emotions, drawn as a curve), their pain points, and opportunities to improve.

4. 4

   Populate the map with data from user research, interviews, or informed assumptions (clearly labelled).

5. 5

   Draw the emotional curve across stages — the dips are where the problems are.

6. 6

   Identify the biggest pain points and the highest-priority improvement opportunities.

7. 7

   Use the map to align on priorities and generate HMW questions for ideation.

Conseils

• Base the journey on real user research, not assumptions.

• If you're working from assumptions, label them clearly and commit to validating them.

• The emotional curve is the most important row — it tells you where users suffer most.',

Variantes

Map multiple personas side by side to reveal where journeys diverge. Create a 'future state' journey map to visualise the ideal experience after improvements.