The Importance of User Journey Map in UX Design Process
6 min readSep 28, 2023
User journey map is a visualization of the relationship between users and the product that displays a sequence of scenarios along with the feelings experienced by the user when completing their tasks using the product, so that the users can achieve the desired goal. User journey maps are created based on research or data, not from the designer’s imagination.
The purpose of the user journey map based on the time it was created:
- Future state experience
visualize what users need in the product we design. The user journey map can be taken into consideration by designers when preparing the information architecture or wireframe in the previous design step.
One thing that needs to be noted, to ensure the correctness of the data displayed in the user journey map, make sure the data displayed is research data so that there is no bias that can cause errors in the subsequent process. - Current state map
although there is no end to the process of designing a product, because the design process is an iterative process. However, in this case, if the product can be used by the user, the user journey map will visualize what the user experiences and feels when interacting with the product. This data can be used as capital by designers to improve or modify their products.
The benefits of creating a User Journey Map in the process of designing a product:
- Communication tools
A user journey map can be used as a good communication tool in presenting a product because it can show an interpretation of the future state of the product we are designing. - Understand the user
User journey maps can help designers understand what users experience and feel in detail when interacting with the product. - Visualize data better
User journey maps can properly visualize raw data that is difficult to understand, into attractive information so that designers can easily analyze the data obtained and act on the data. - Make it easier to understand feedback
User journey maps produce detailed feedback that can be used as capital by designers to revise or modify their products to make them better.
The things that we should be understood before create a user journey map:
- Context
Understanding what kind of users will use our product, what the environment is like where the user is. - Progression
What steps do users take to complete their tasks so they can achieve their goals by using the product we design? - Devices
what device do they use to reach the product we design, is it just one type of device, or can it be 2 or even 3 devices for users to reach the product we design. What is the user’s level of ability in using their device? - Functionality
functions and features that users expect from the products we design to support users in completing their tasks so that they can achieve their goals well or even without any obstacles. - Emotions
What kind of emotions are experienced or felt by the user at each step in completing tasks using the products we design. Both positive and negative emotions can be used as good feedback to improve the quality of the products we design.
Components that must be in a user journey map:
- Users (Personas)
Personas are stereotypes of users who will or have already used the product we design. Before we proceed to the next component. Make sure first that we really understand the persona. Because every thought or emotion listed on the user journey map is a description experienced by the persona which should be related to the persona’s personality. - Goals
That is the goal that the user wants to achieve by using the product that we design. The goals listed on the user journey map must be explicit and not too broad. Example:
- Goal: buying a laptop, renting a car, etc. - Expectations
Namely what things are expected by users in the process of achieving their goals through the products we design. Example:
- Goal: buy a laptop
- Expectations: fast seller response, clear product description, get the best price, etc. - Scenarios of interaction
How the user’s story goes in the process of achieving the goals they want through our product. Example:
goal: buy a laptop,
scenario:
- Phase 1: Looking for several laptop options
- Phase 2: Comparing one laptop with another laptop
- Phase 3: Deciding to buy the laptop that the user thinks is the best
- Phase 4: Make payments in the easiest way. - Swimlanes
In each phase scenario, there are several swinlanes consisting of:
a. Action
namely the specific actions carried out by the user at each phase. Example :
- phase 1: looking for several laptop options.
Action: check the price and specifications of the laptop - Phase 2: compare one laptop with anothers.
Action: compare laptop specifications and prices with each others.
b. Emotions
These are the thoughts a user has when carrying out an action at each phase. Example :
- phase 1: looking for several laptop options.
emotion: excited - Phase 2: compare one laptop with another laptop.
emotion: dizzy, confused.
c. Pain Points
Namely what problems or obstacles the user experiences when carrying out actions at each phase. Example :
- Phase 1: looking for several laptop options.
Pain points: can’t find the brand and specifications of the laptop which I want. - Phase 2: compare one laptop with another laptop.
Paint points: the description of one laptop’s specifications is not as complete as another laptop.
d. Insights
Namely the reasons that make users decide something at each phase. Example :
- phase 1: looking for several laptop options.
Action: check the price and specifications of the laptop
Insight: create a sort by price and best selling features - Phase 4: Make payments in the easiest way.
action: make payment using bank transfer
insight: provides a COD payment feature.
e. Opportunities
Namely writing down ideas to improve user experience. The ideas written are a follow-up to complaints and insights that were previously written.
Example :
- phase 1: looking for several laptop options.
Action: check the price and specifications of the laptop
Insight: create a sort by price and best selling feature
Opportunity: create sort and filter features to make it easier for users to search for the items they are looking for. - Phase 4: Make payments in the easiest way.
action: make payment using bank transfer
insight: provides a COD payment feature.
Opportunity: introduce the COD feature and introduce other payment features such as QRIS scanning to increase the choice of payment methods.
Things to pay attention to when creating a user journey map:
- Make sure that the data involved in the process of creating a user journey map is research data, not data estimated or the result of the designer’s imagination.
- Record all raw quotes spoken by the user, this data is authentic data in preparing the user journey map.
- Use as much as possible the user journey map that has been successfully created as a communication tool between designers and other parties such as developers and stakeholders.
Source :
Wasil, 2023. Petunjuk memulai UX dari O. https://www.halodesigners.com/petunjuk-ux
