Journey Mapping
A visualization of the process that a user goes through in order to accomplish a goal.
Key Components
Lens
Describe the user, their motivations and expectations within the specific scenario. For example, Jane (user) is using a ride-share service app to order a ride (scenario) that she expects to arrive at her exact location in 10 minutes or less (expectation).
Experience
Illustrate the actions and emotions of the user across a timeline. Use the Y axis to denote level of delight and frustration (as shown by the dotted line in the image above).
Insights
Identify opportunities to improve the experience. For example, give a real-time location of the driver to reduce the pain of waiting (opportunity). This feature will need to be developed by the product team (internal ownership) and can be monitored with post-ride ratings (metric).