e.g. identify existing weak points, visualize touchpoints

Each journey relates to a specific user group

e.g. registration, product purchase, support request

e.g. interviews, diary studies, usability tests

e.g. attention → research → decision → use → commitment

What does the persona actually do in each phase?

What does the user want to achieve?

e.g. frustration, insecurity, joy

e.g. website, hotline, app, e-mail

What is not working? Where are barriers occurring?

e.g. color coding, icons, timeline

So that the map can also be understood by others

e.g. discuss or annotate in the workshop

e.g. new features, adaptation of communication

e.g. next review date