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  • Cheat Sheet - Journey Maps 1.2

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    Journey maps visualize a user's experience over time as a sequence of steps. They illustrate the persona's experiences from beginning to end. When creating a journey map, start with the central service or experience. Map out what happens before and after. Ask if the beginning and end points accurately capture the full experience and if any steps are missing in between. The example provided maps out Anna's airport experience from check-in through boarding her flight.

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    Smaply journey map cheat sheet

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    Cheat sheet - journey maps 1.2

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    Journey maps visualize a user's experience over time as a sequence of steps. They illustrate the persona's experiences from beginning to end. When creating a journey map, start with the central service or experience. Map out what happens before and after. Ask if the beginning and end points accurately capture the full experience and if any steps are missing in between. The example provided maps out Anna's airport experience from check-in through boarding her flight.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    7 views1 page

    Cheat Sheet - Journey Maps 1.2

    Uploaded by

    d
    Journey maps visualize a user's experience over time as a sequence of steps. They illustrate the persona's experiences from beginning to end. When creating a journey map, start with the central service or experience. Map out what happens before and after. Ask if the beginning and end points accurately capture the full experience and if any steps are missing in between. The example provided maps out Anna's airport experience from check-in through boarding her flight.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 1

    JOURNEY MAPS 

    Cheat Sheet
    As soon as you have the feeling that your map is
    finished, ask yourself the following questions:
    ▶  Is the beginning really the beginning?
    ▶  Is the end really the end?
    ▶  Did I miss anything in between?

    Journey maps visualize the experiences a user or customer


    has over time. Like a movie tells a story of an actor as a JOURNEY MAP (SMAPLY PDF EXPORT)

    sequence of scenes, a journey map illustrates your persona’s


    experiences as a sequence of steps. Anna's airport experience
    JOURNEY MAP
    Airport experience
    PROJECT

    Pre-boarding experience Fl

    1
    Anna checks in Anna arrives at the airport Anna checks out the flight gates Anna goes through security Anna goes through passport con… Anna goes to the gate Anna waits for boarding Anna queues up for boarding Ann

    ± 2 Anna A N N A’ S J O U R N E Y

    Start out with the central point of your service.


    Anna checks in Anna arrives at the airport Anna checks out the flight gates Anna goes through security Anna goes through passport Anna goes to the gate Anna waits for boarding Anna queues up for boarding Ann
    control

    What happens before? What happens afterwards?


    3
    Anna A N N A’ S S T O R Y B O A R D

    BASIC STRUCTURE
    4
    Anna A N N A’ S D E TA I L E D D E S C R I P T I O N

    Anna almost forgot to check in and Anna arrives at the airport in time The mobile app does not show Anna travels with hand luggage As she is taking an international After passing security she she Anna finds a cafe near her gate, After having a coffee Anna It's a
    1 STAGES 4 TEXT LANE 7 DRAMATIC ARC is thankful the app reminds her to
    do it.
    and enters the departure hall. Anna her gate yet, however she
    finds her gate on the display board.
    only, so she can go directly to the
    security check. She has her
    flight, Anna has to go through
    passport control.
    proceeds to the gate her flight will
    leave from.
    takes a seat, and tries to relax. approaches her gate and waits for
    the boarding to start.
    pass
    airpl
    boarding pass ready in the airline's very
    mobile app. She
    Stages give a map an outline, like: Add additional information to describe Use a dramatic arc to illustrate the
    pre-service, service, post-service … your persona’s experience even further. rhythm of an experience. When is a
    You can add different lanes for needs, persona relaxed and when excited? Anna C HANNEL OVERVIEW
    2 STEPS AND TITLES
    KPIs, thinking, ideas, improvements, key Each step is evaluated on a 5-point 5 Display boards

    Each journey consists of a sequence learnings, etc. scale from 1 (low) to 5 (high).
    of steps (activities, touchpoints, Face to face conversation

    micro-interactions, etc). 5 CHANNEL LANE 8 ADD MORE PERSONAS


    Mobile app

    Give each step a short title summarizing Icons help to illustrate the channels Add more personas to compare
    your persona’s experience and activity. your persona uses or could use for experiences of different customer Printed documents

    each step. Who is responsible for each groups, employees, etc.


    3 STORYBOARD In-flight magazine

    channel? What can you influence?


    Real photos, screenshots, or other
    ­visuals are helpful to tell your persona’s 6 EMOTIONAL JOURNEY
    Anna EMOTIONAL JOURNEY

    story. Plus: others can navigate This graph illustrates your persona’s 6 +2

    the journey map more quickly and satisfaction per step on a simple 5-point +1

    empathize with your persona. scale from –2 to +2. +0

    -1

    -2

    Anna / Tess D R A M AT I C A R C

    7 +5

    +4
    8
    +3

    www.smaply.com +2

    +1

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