Step 1

Add each action in the journey

until the user reaches their goal
Persona: Jamal
Goal: Find a subway route that will take him to the Empire State Building

ACTION Action 1 Action 2 Action 3 Action 4 Action 5 Action 6

TASK LIST

FEELING
ADJECTIVE

IMPROVEMENT
OPPORTUNITIES
Persona: Jamal
Goal: Find a subway route that will take him to the Empire State Building

Find the nearest

Determine the
station with Find the right
ACTION subway Buy a ticket Board the subway Find the right exit
wheelchair platform
line and route
accessibility

TASK LIST

FEELING
ADJECTIVE

IMPROVEMENT
OPPORTUNITIES
 Step 2

Add descriptions for each action

What tasks does the user have to do?

Persona: Jamal
Goal: Find a subway route that will take him to the Empire State Building

Find the nearest

Determine the
station with Find the right
ACTION subway Buy a ticket Board the subway Find the right exit
wheelchair platform
line and route
accessibility

Tasks Tasks Tasks Tasks Tasks Tasks

A. A. A. A. A. A.
B. B. B. B. B. B.
TASK LIST C. C. C. C. C. C.

FEELING
ADJECTIVE

IMPROVEMENT
OPPORTUNITIES
Persona: Jamal
Goal: Find a subway route that will take him to the Empire State Building

Find the nearest

Determine the
station with Find the right
ACTION subway Buy a ticket Board the subway Find the right exit
wheelchair platform
line and route
accessibility

Tasks Tasks Tasks Tasks Tasks Tasks

A. Find and read A. Use map app A. Find accessible A. Follow signs A. Find space for A. Open map app to
subway map B. Check station kiosk B. Find the line wheelchair find exit to use
TASK LIST B. Identify fastest accessibility B. Determine ticket number or letter B. Follow signs
route C. Get to station to buy C. Go uptown
C. Use map app C. Pay for ticket D. Find elevator

FEELING
ADJECTIVE

IMPROVEMENT
OPPORTUNITIES
 Step 3

Add how the user feels at each point

Guesstimates are okay!

Persona: Jamal
Goal: Find a subway route that will take him to the Empire State Building

Find the nearest

Determine the
station with Find the right
ACTION subway Buy a ticket Board the subway Find the right exit
wheelchair platform
line and route
accessibility

Tasks Tasks Tasks Tasks Tasks Tasks

A. Find and read A. Use map app A. Find accessible A. Follow signs A. Find space for A. Open map app to
subway map B. Check station kiosk B. Find the line wheelchair find exit to use
TASK LIST B. Identify fastest accessibility B. Determine ticket number or letter B. Follow signs
route C. Get to station to buy C. Go uptown
C. Use map app C. Pay for ticket D. Find elevator

● User emotion ● User emotion ● User emotion ● User emotion ● User emotion ● User emotion

FEELING
ADJECTIVE

IMPROVEMENT
OPPORTUNITIES
Persona: Jamal
Goal: Find a subway route that will take him to the Empire State Building

Find the nearest

Determine the
station with Find the right
ACTION subway Buy a ticket Board the subway Find the right exit
wheelchair platform
line and route
accessibility

Tasks Tasks Tasks Tasks Tasks Tasks

A. Find and read A. Use map app A. Find accessible A. Follow signs A. Find space for A. Open map app to
subway map B. Check station kiosk B. Find the line wheelchair find exit to use
TASK LIST B. Identify fastest accessibility B. Determine ticket number or letter B. Follow signs
route C. Get to station to buy C. Go uptown
C. Use map app C. Pay for ticket D. Find elevator

● Confused ● Lost ● Confused ● Overwhelmed ● Relieved ● Excited

● Intimidated ● Hopeful ● Satisfied ● Excluded ● Glad ● Confused
FEELING ● Alert
ADJECTIVE

IMPROVEMENT
OPPORTUNITIES
 Step 4

Add opportunities for improvement

This is where new ideas may come from!

Persona: Jamal
Goal: Find a subway route that will take him to the Empire State Building

Find the nearest

Determine the
station with Find the right
ACTION subway Buy a ticket Board the subway Find the right exit
wheelchair platform
line and route
accessibility

Tasks Tasks Tasks Tasks Tasks Tasks

A. Find and read A. Use map app A. Find accessible A. Follow signs A. Find space for A. Open map app to
subway map B. Check station kiosk B. Find the line wheelchair find exit to use
TASK LIST B. Identify fastest accessibility B. Determine ticket number or letter B. Follow signs
route C. Get to station to buy C. Go uptown
C. Use map app C. Pay for ticket D. Find elevator

● Confused ● Lost ● Confused ● Overwhelmed ● Relieved ● Excited

● Intimidated ● Hopeful ● Satisfied ● Excluded ● Glad ● Confused
FEELING ● Alert
ADJECTIVE

● Improvement ● Improvement ● Improvement ● Improvement ● Improvement ● Improvement

opportunity opportunity opportunity opportunity opportunity opportunity
IMPROVEMENT
OPPORTUNITIES
Persona: Jamal
Goal: Find a subway route that will take him to the Empire State Building

Find the nearest

Determine the
station with Find the right
ACTION subway Buy a ticket Board the subway Find the right exit
wheelchair platform
line and route
accessibility

Tasks Tasks Tasks Tasks Tasks Tasks

A. Find and read A. Use map app A. Find accessible A. Follow signs A. Find space for A. Open map app to
subway map B. Check station kiosk B. Find the line wheelchair find exit to use
TASK LIST B. Identify fastest accessibility B. Determine ticket number or letter B. Follow signs
route C. Get to station to buy C. Go uptown
C. Use map app C. Pay for ticket D. Find elevator

● Confused ● Lost ● Confused ● Overwhelmed ● Relieved ● Excited

● Intimidated ● Hopeful ● Satisfied ● Excluded ● Glad ● Confused
FEELING ● Alert
ADJECTIVE

● Better ● Better ● Ticket ● Better ● Phone vibrates ● Signs mention

wayfinding wayfinding explanations wayfinding to inform user landmarks (not
IMPROVEMENT ● Accessibility ● Designated when to get off corner)
OPPORTUNITIES key on map walk lanes of subway
app
 Congratulations!

The journey map is complete!