User Journey Mapping

User Journey Mapping is a powerful tool for visualising the complete journey of a user through a product or service. It highlights actions, emotions, friction points, and opportunities for improvement at each stage. This game is particularly useful in the discovery phase to understand the reasons for user drop-off or dissatisfaction and to identify concrete improvement avenues.

Walkthrough

1. 1

   Introduction to User Journey Mapping

   10 min

   The facilitator presents the concept of User Journey Mapping and explains its importance. They clarify that the objective is to understand the user journey to identify friction points and opportunities for improvement. "We will explore together the path taken by our users and identify how we can enhance their experience."

   Tip — Use concrete examples of user journeys to illustrate the importance of this exercise.

2. 2

   Defining the Persona

   15 min

   Participants collaboratively define a representative user persona. The facilitator guides the discussion by asking questions about the demographic characteristics, needs, and goals of the persona. "Who is our typical user? What are their needs and expectations?"

   Tip — Encourage participants to base this persona on real data or user feedback.

3. 3

   Identifying Key Stages

   20 min

   Participants list the key stages of the user journey, from awareness to loyalty. The facilitator helps structure the stages by asking targeted questions. "What are the major stages our user goes through?"

   Tip — Use post-its for each stage so they can be easily moved and reorganised.

4. 4

   Exploring Emotions and Friction Points

   25 min

   For each stage, participants identify the emotions felt by the user and potential friction points. The facilitator encourages them to put themselves in the user's shoes. "How does our user feel at this stage? What obstacles do they encounter?"

   Tip — Encourage empathy by asking participants to share similar personal anecdotes.

5. 5

   Identifying Opportunities

   20 min

   Participants brainstorm improvement opportunities for each identified friction point. The facilitator guides the discussion to stay focused on realistic and actionable solutions. "How can we turn this frustration into an opportunity?"

   Tip — Prioritise opportunities based on their potential impact and feasibility.

6. 6

   Summary and Action Plan

   15 min

   The facilitator summarises the key learnings and guides participants in developing a concrete action plan. "What are the three priority actions we will implement to improve our user journey?"

   Tip — Ensure that each action has a clearly defined owner and deadline.

Variants

• Use empathy maps to deepen the understanding of user emotions.
• Conduct the exercise in sub-groups to compare identified journeys.
• Incorporate testimonials from real users to enrich the discussion.