RESEARCH DELIVERABLE
95 User Journey Maps
A user journey map is a visualization of the experiences people have when interacting with a product or service, so that each moment can be individually evaluated and improved.
A user journey map tells a story about an individual’s actions, feelings, perceptions, and frame of mind—including the positive, negative, and neutral moments—as he or she interacts with a multichannel product or service over a period of time. By documenting the series of events and interactions that a person experiences, the user journey map can shift an organization’s focus from an operational, system-centered view to the larger ...
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