Journey Maps

A Journey Map, “provides a vivid but structured visualisation of a user’s experience through the journey to the touch points where the users interact with different services”. It can highlight, “factors influencing user experience, constructed from the users perspective.” The method is useful for identifying the times and locations of the users interactions. Journey Maps can be used in conjunction with the blueprinting service design tool that identifies user touch points and is conducted after the research phase of interviews and shadowing. The journey map can also be referenced during the prototyping phase during the development of a product service or system.

Reference Citation: Stickdorn, M & Schneider, J (ed), 2010, This is Service Design Thinking, BIS Publishers, Amsterdam, The Netherlands

Contributor: Madeline Callanan, 2013

A journey map could be used as a way to map the route of a daily bicycle commuter to provide insight into the influences of bicycle use in the city of Melbourne. Key touch points in a cyclist's day would be identified depending on whether they were riding as part of their commute, or for sport and recreation. Another map could chart the same journey when undertaken by a pedestrian or vehicle driver to see how they compare in relation to the different touch points.

An example of misuse would be if the journey map did not record the timeline during the day and all the touch points, or if the information was based on assumption, rather than researched valid information.

Contributor: Madeline Callanan, 2013