Journey Map Template

# Journey Map **Project:** [Title] **Persona / segment:** [Who this journey represents] **Scope:** [Where the journey starts and ends] **Date:** YYYY-MM-DD **Based on:** [Evidence source — research sessions, analytics, support tickets] ## Journey stages | Stage | 1. Awareness | 2. Consideration | 3. Decision | 4. Onboarding | 5. First value | 6. Habit | |---|---|---|---|---|---|---| ## Actions What the user does at each stage. | | Stage 1 | Stage 2 | Stage 3 | Stage 4 | Stage 5 | Stage 6 | |---|---|---|---|---|---|---| | **Actions** | | | | | | | ## Touchpoints Where the interaction happens — channel, device, context. | | Stage 1 | Stage 2 | Stage 3 | Stage 4 | Stage 5 | Stage 6 | |---|---|---|---|---|---|---| | **Touchpoints** | | | | | | | ## Thoughts What's running through their head. | | Stage 1 | Stage 2 | Stage 3 | Stage 4 | Stage 5 | Stage 6 | |---|---|---|---|---|---|---| | **Thoughts** | | | | | | | ## Feelings Emotional register — frustration, hope, suspicion, delight, resignation. Use the row that reveals where friction compounds. | | Stage 1 | Stage 2 | Stage 3 | Stage 4 | Stage 5 | Stage 6 | |---|---|---|---|---|---|---| | **Feelings** | | | | | | | ## Pain points Specific friction, blockers, drop-off moments. Reference evidence. | | Stage 1 | Stage 2 | Stage 3 | Stage 4 | Stage 5 | Stage 6 | |---|---|---|---|---|---|---| | **Pain** | | | | | | | ## Opportunities Specific improvements, prioritised against the pain points above. | | Stage 1 | Stage 2 | Stage 3 | Stage 4 | Stage 5 | Stage 6 | |---|---|---|---|---|---|---| | **Opportunities** | | | | | | | ## Notes - Journey maps earn their place when they're populated by real research, not team opinion. See the [glossary entry](https://uxcompanion.co.uk/glossary/journey-map) for the full method. - One map per critical journey, not one per persona. Users behave differently across contexts.