Template preview · Software
User journey map
See an end-to-end experience through a customer’s actions and friction.
A journey map for improving a specific customer task.
Sample purpose
See an end-to-end experience through a customer’s actions and friction.
Audience: Product designer, Service designer- Structure
- 4 sections
- Criteria
- 13
- Sources
- 8
- Watches
- 4
- Default approach
- Review first
Set the purpose first. Then change every section, criterion, and agent setting before anything runs.
Fictional sample
Structure and criteria
Sample content shows the shape of a useful document. Copying it is optional.
01 Review firstPersona and context
Set the user, goal, and context for the journey.
Criteria
- Includes a situational constraint beyond job or role (phone, lunch break, visit on Saturday)
- Goal is one bounded task, such as a renewal
- Is specific enough that another segment would take a visibly different path
Sources
- Cedar Pass member demographics (fictional) api.cedarpass.exampleAge, device and renewal timing for members.
- Cedar Pass visitor context (fictional) api.cedarpass.exampleSolo, family and group visit patterns by season.
Sample content
Fictional member Imani renews Cedar Pass on her phone during a lunch break because her family visit is this Saturday.
02 Review firstJourney stages
Map actions, thoughts, and channel changes in order.
Criteria
- Each stage is an observable action in the customer's words
- Each friction is something the customer experiences, not a missing feature
- Shows at least one channel or device switch (email to phone to desktop)
- Stages are in order from start to completion or abandonment
Sources
- Cedar Pass renewal journey analytics (fictional) api.cedarpass.exampleDevice and channel transitions in renewal sessions.
- Cedar Pass support ticket trends (fictional) api.cedarpass.exampleRenewal-related contact reasons.
Watches
- Follows Persona and context
- Searches “museum membership renewal mobile page problems” monthly
Agent may search the web.
Sample content
Stage Action Friction Find renewal Opens emailed reminder Email button opens a desktop-only page. Pay Confirms family tier Tier benefit comparison is hidden. 03 Review firstCritical moments
Prioritize moments where confusion or trust changes.
Criteria
- Each moment is a decision point where the member proceeds, defers or abandons
- Each states the outcome if it fails (abandonment, support contact)
- No more than three, ranked by funnel drop-off
Sources
- Cedar Pass renewal funnel (fictional) api.cedarpass.exampleDrop-off by renewal step.
- Cedar Pass renewal issues (fictional) api.cedarpass.exampleContacts by renewal moment.
Watches
- Follows Journey stages
Sample content
- ☑ Mobile renewal link sets expectation about payment
- ☑ Family-tier choice shows visit benefit
- ☑ Receipt confirms activation date
04 Review firstImprovement measures
Connect journey changes to evidence of improvement.
Criteria
- Each metric is paired with the friction it addresses (mobile completion with the mobile link)
- Gives a baseline and either a before/after or test/control comparison
- Names how it is observed (dashboard, survey, ticket count)
Sources
- Cedar Pass renewal metrics (fictional) api.cedarpass.exampleCompletion by device and support volume.
- Cedar Pass renewal experiments (fictional) api.cedarpass.exampleTest versus control results.
Watches
- Follows Critical moments
Sample content
- Mobile renewal completion
- 58%
- Support contacts about tiers
- 12 per month