User Journey Map Template
A user journey map is a powerful visualization of the process a user goes through to accomplish a goal. Use this template to synthesize your interview data into a compelling story that highlights moments of friction and opportunities for innovation.
How to Use This Template
This map should be created for a specific persona and a specific scenario (e.g., "Anisa, the Overwhelmed Illustrator, creating and sending her first invoice"). Fill in each lane with direct quotes and observations from your research to build an evidence-based narrative.
Journey Map: [Persona Name] - [Scenario/Goal]
| Journey Stage | User Actions | User Thoughts | Emotional Journey | Pain Points & Opportunities |
|---|---|---|---|---|
| Stage 1: [e.g., Project Completion] | [List the specific tasks the user performs. Use action verbs.]``- [e.g., Finishes final design revision]- [e.g., Exports final files for client] | [What is the user thinking at this stage? Use direct quotes from interviews.]``- [e.g., "Great, this project is done. Now for the annoying part..."] | 😊``[Feeling: e.g., Accomplished] | Pain Point: [e.g., The transition from creative work to administrative work is jarring.]```**Opportunity:** [e.g., How can we make the invoicing process feel like a natural extension of project completion?]` |
| Stage 2: [e.g., Invoice Creation] | [List the specific tasks the user performs. Use action verbs.]``- [e.g., Opens spreadsheet template]- [e.g., Manually enters client details and line items]- [e.g., Double-checks calculations]- [e.g., Saves as PDF] | [What is the user thinking at this stage? Use direct quotes from interviews.]``- [e.g., "I hope I got the client's address right."]- [e.g., "This template looks so unprofessional."] | 😐``[Feeling: e.g., Tedious, Anxious] | Pain Point: [e.g., Manual data entry is time-consuming and error-prone.]```**Opportunity:** [e.g., Create automated, professional invoice templates that pull client data automatically.]` |
| Stage 3: [e.g., Sending & Waiting] | [List the specific tasks the user performs. Use action verbs.]``- [e.g., Attaches PDF to a new email]- [e.g., Writes an awkward follow-up email a week later]- [e.g., Checks bank app multiple times a day] | [What is the user thinking at this stage? Use direct quotes from interviews.]``- [e.g., "I feel so awkward sending a reminder. I don't want to seem pushy."]- [e.g., "Have they paid yet? I need to check again."] | 😟``[Feeling: e.g., Awkward, Stressed] | Pain Point: [e.g., Lack of visibility into payment status creates anxiety and requires manual follow-up.]```**Opportunity:** [e.g., Provide automated payment reminders and real-time status tracking.]` |
| Stage 4: [e.g., Payment Reconciliation] | [List the specific tasks the user performs. Use action verbs.]``- [e.g., Sees payment in bank account]- [e.g., Opens accounting software]- [e.g., Manually marks invoice as paid]- [e.g., Takes screenshot for records] | [What is the user thinking at this stage? Use direct quotes from interviews.]``- [e.g., "Finally! Now I have to remember to log this properly for my taxes."] | 😌``[Feeling: e.g., Relieved, but burdened] | Pain Point: [e.g., Reconciling payments is another manual, multi-step process.]```**Opportunity:** [e.g., Automatically match incoming payments to invoices and categorize them for tax purposes.]` |
Tell a Visual Story
The "Emotional Journey" lane is powerful. Use emojis or a simple line graph to visually represent the user's emotional highs and lows. The lowest points on this graph are often your biggest opportunities for innovation.