Creating Journey Maps
Learn how to build customer journey maps step by step
Your Progress
Section 2 of 5The 5 Steps to Create a Journey Map
Define Your Persona and Goal
Who are you mapping? What are they trying to accomplish? Be specific.
Identify the Stages
Break the journey into 4-7 stages. Start broad, refine later.
Collect Data
Interview users, analyze data, review support tickets. Gather real insights.
Map Touchpoints and Emotions
For each stage, list what users do, think, and feel. Add all touchpoints.
Identify Pain Points and Opportunities
Where do users struggle? What can you improve? Prioritize by impact.
Build Your Journey Map
Journey Map Builder
Build a basic journey map by defining your persona, goal, and stages.
How to Collect Data
Data Collection Methods
User Interviews
Talk to customers about their experiences
Best for: Understanding emotions, motivations, and context
- 1.Interview 5-10 customers per persona
- 2.Ask about last time they went through the journey
- 3.Focus on feelings, not just actions
- 4.Record and transcribe for analysis
"Walk me through the last time you tried to solve [problem]. What were you thinking? How did you feel?"
Common Mistakes to Avoid
Mapping What You Think, Not What Is Real
Do not guess. Use actual data from real customers. Your assumptions are usually wrong.
Too Many Personas in One Map
Different personas have different journeys. Make separate maps for each.
Only Mapping In-Product Experience
The journey starts before they use your product and continues after. Map the full experience.
Making It Too Complex
Start simple. You can add detail later. A simple map that gets used beats a complex one that sits in a deck.
Research First, Map Second
The best journey maps are based on real customer data, not internal assumptions. Talk to customers before you start mapping.
Key Takeaways
- •5 steps: Define persona/goal, identify stages, collect data, map touchpoints/emotions, find opportunities.
- •Collect data from interviews, analytics, support tickets, surveys, and session recordings.
- •Base maps on real data, not assumptions. Your guesses are usually wrong.
- •Start simple. A simple map that gets used beats a complex one that sits unused.