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
You can fill the matrix with different types of cards, for example:
You can flexibly add cards to the matrix, expand them horizontally or vertically and move them around on the matrix.
→ 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 of them. For example:
- Detailed descriptions of the situation; you can also use description fields to note down pain points, ideas, comments, and anything else that can be communicated through text.
- Emotions to visualize the satisfaction of the customer in each moment
- Channels of communication to see how customers get information
- Dramatic arc to understand the importance of an experience
- Images to make situations easier to grasp
- 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 go without first reviewing whether the data is relevant to a specific step, this data overload might overwhelm people.
Creating a journey map hierarchy
The target should be for a maximum of 20 steps/experiences per journey map. If you’re about to exceed that number, rather consider creating sub-journeys and connecting them in a journey map hierarchy.
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.