Journey mapping as insight tool

About 2/3 of journey maps have the same problem – they document from the inside out.

Every individual’s journey is a little different.
The attributes of the journey will be consistent.

  • What do they want and need
  • What are the things they do today
  • What are people thinking and feeling about this experience

Techniques to use during user interviews

Elicit and clarify by drawing a journey map during an interview, if they are a little scattered

A teaching tool. Make a journey map of the interview you just did.

The main use for journey maps is for finding commonalities and opportunities within the user interviews for design.

“I mostly using them on big complex interactions … if you’ve got something that’s multi-channel … prolonged over time”.

Kim uses Patientslikeme as a case study.