Chapter 1: An Introduction to User Journey Maps: What They Are, and What They’re Useful For
Imagine you want to buy a gift for your friend online. You might start by looking for some inspiration. What does this person like? You might use search engines, but maybe also inspiration boards. Or maybe some of those “top ten gifts for X” articles that are popular, especially around Xmas. You finally arrive on a website that offers the kind of things that inspire you. You go through categories, maybe use the search. You find the right gift, you go through the checkout process. The experience was good and quite simple. You buy it. Then you wait. And it never arrives. After a couple of days you try to contact the shop. It takes them more than a few days ...
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