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The Pocket Universal Methods of Design by Bella Martin, Bruce Hanington

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095 User Journey Maps

A visualization of human interactions with a multi-channel product or service

• The journey map tells a visual story about an individual’s actions, feelings, perceptions, and mindset as they interact with a product or service.

• It should be an honest representation of an experience, including moments of indecision, confusion, frustration, delight, and closure.

• The journey map allows each moment of an interactive experience to be evaluated and improved by design.

• Multiple maps are usually created alongside personas and scenarios, each heavily informed by direct contact with customers who use the product or service.

• The journey map can shift an organization’s focus from an operational, system-centered view to the larger, ...

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