Stages, steps, and lanes

The structure of a journey map

In general, journey maps are illustrated in the form of a matrix:

• columns visualize the experiences over time
• rows show details of each experience

Cards

You can fill the matrix with different types of cards, for example:

• stages
• channels
• emotions
• images
• text
• opportunities

You can flexibly add cards to the matrix, expand them horizontally or vertically and move them around on the matrix.

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→ Tip: Use color coding in step titles to indicate to what degree the information in this card is data-backed already. For example red for “no data”, yellow for “partly data-backed”, and green for “fully research-based”. Use the journey map info section to describe each color’s meaning. 

Branching and looping

Branching helps you to show non-linear flows of journeys.

Lanes: adding rich details 

To better understand a specific experience, you can add details to each step. For example:

• Use text cards to note detailed descriptions of the situation; you can also use text cards to note anything else that can be communicated through text but that there is not a specific card type for.
• Emotions to visualize the satisfaction of the customer in each moment
• Channels of communication to see how customers get information
• Images to help anchor the story of our map, and help people understand the main activity in each step.
• KPIs, backstage processes, research data – feel free to add/link any information that you find relevant.

→ Tip: Don’t flood your maps with all the data you have but only pick relevant insights. If you feed/add all of what you have without first reviewing whether the data is relevant to a specific step, this data overload might overwhelm people.

Creating a journey map hierarchy

Aim for a maximum of 20 steps per journey map. If you’re exceeding that number, consider creating sub-journeys and connecting them in a journey map hierarchy.

Learn more about journey map hierarchies

Creating service blueprints

A service blueprint helps you understand all the organizational processes needed to provide a specific experience.

Collaborate, online and offline

Invite your colleagues or clients to collaborate on the map.