Journey mapping is a structured visualisation of a service's user experience. Although there is no standard agreed upon format, the journey map typically illustrates service touchpoints, and customer emotions on the journey from pre-service to post-service delivery. Service delivery is typically multi-channelled and time-based and leverages multiple information sources. By providing service designers with a longitudinal view of the customer experience, service designers can identify problems and opportunities for service innovation. It also allows the service designer to reflect on individual touchpoints and to analyse discrete stages of the customer journey.
As all service users will differ, customer journey maps are typically created for multiple user types, or personas. This allows the service designer to compare several customer experiences. The links below provide excellent examples of how customer journey maps are being used by organisations to improve user experience and service delivery.