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name: user-journey-mapping description: Create comprehensive user journey maps that identify pain points, opportunities, and emotional states across touchpoints. Use when mapping user experiences or analyzing conversion flows.

User Journey Mapping

Comprehensive guide to creating user journey maps that reveal pain points, opportunities, and emotional states across the entire user experience.

When to Use This Skill

• Mapping end-to-end user experiences
• Identifying conversion funnel drop-off points
• Understanding emotional states during key interactions
• Discovering optimization opportunities
• Aligning teams around user perspective

Journey Map Components

1. Stages

Define the major phases users go through:

CopyAwareness → Consideration → Decision → Onboarding → Usage → Advocacy

2. User Actions

What the user does at each stage:

• Searches, browses, compares
• Signs up, configures, learns
• Uses features, seeks help
• Shares, recommends, upgrades

3. Touchpoints

Where interaction happens:

• Website, mobile app, email
• Support chat, documentation
• Social media, reviews
• In-person, phone

4. Emotions

How users feel (use emoticons or scale):

Copy😊 Delighted  →  😐 Neutral  →  😤 Frustrated  →  😡 Angry

5. Pain Points

Where friction occurs:

• Confusion, delays, errors
• Missing information
• Poor feedback
• Technical issues

6. Opportunities

Where we can improve:

• Quick wins
• Major improvements
• Innovation opportunities

Journey Map Template

Copy## User Journey: [Persona Name] - [Goal]

### Stage 1: [Stage Name]

**User Goal**: [What they're trying to achieve]

**Actions**:
- [Action 1]
- [Action 2]

**Touchpoints**: [Where interaction happens]

**Emotions**: [😊/😐/😤/😡] - [Why they feel this way]

**Pain Points**:
- [Pain point with impact]

**Opportunities**:
- [Opportunity with potential impact]

**Metrics**: [How we measure this stage]

---
[Repeat for each stage]

Example Journey Map

E-commerce Checkout Journey

Best Practices

Do's

• Base on real user research, not assumptions
• Include both digital and non-digital touchpoints
• Map emotional highs and lows
• Quantify with metrics where possible
• Involve cross-functional stakeholders

Don'ts

• Don't map the ideal journey - map reality
• Don't focus only on your touchpoints
• Don't ignore competitor alternatives
• Don't skip the "boring" stages
• Don't create and forget - iterate

Integration with Design

1. Identify critical moments: Where do emotions shift?
2. Prioritize pain points: Impact × Frequency matrix
3. Design interventions: Targeted improvements
4. Measure success: Before/after metrics
5. Iterate: Journey maps are living documents

Resources

• Nielsen Norman Group Journey Mapping Guide
• Service Design Tools