Latest revision as of 17:12, 13 October 2023

Enterprise Elements | Facet and Intersection Elements | Experience

Journey

The events and activities people experience in their lives.

Description

A journey describes what a person does, feels, thinks, or otherwise experiences over time as they live a specific portion of their life, in particular when interacting with our enterprise. It is captured as a simplified sequential and chronological representation of activities and events people experience, and tasks they want to accomplish. Journeys are commonly documented using a storytelling format, describing a slice of life of an exemplary person or persona. Aspects that are typically captured are motivation, activities, tasks, channels of interaction, physical or digital environments, emotional states, first-hand observations and analytics data related to the journey.

Journey Map

Depicting a flow relationship. Also known as Customer Journey Map or User Journey Map.

Examples

A traveller goes through a journey of making travel plans, booking tickets and making other arrangements, and finally embarking on the actual trip to arrive at their destination.
A new employee goes through a journey of signing the contract, a set of onboarding activities planned by the employer, and meeting their team for the first time.
A neighbour living next to a construction site files a complaint about noise levels during the night and interacts with the corresponding representatives from enterprises and authorities involved.
An investor attends the annual meeting of a company they bought shares from.

Use

Promote an empathetic view of the people we are designing for/with.
Share insight and data about people's lives in a narrative scenario form that co-creators can relate to.
Spot opportunities and gaps to be addressed by our brands and products over time.
Clarify what steps people take.
Understand pain points and potential gains.

Base element

journey is an activity

Suggested Labels

lifecycle, task related, funnel, transaction (tag)
duration (metric)
satisfaction (metric)

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 ==Description==
-A journey describes what a [[people|person]] does, feels, thinks, or otherwise [[experiences]] over time as they live a specific portion of their life, in particular when interacting with our [[enterprise]]. It is captured as a simplified sequential and chronological representation of [[activities]] and [[events]] people experience, and [[tasks]] they want to accomplish. Journeys are commonly documented using a [[story|storytelling]] format, describing a slice of life of an exemplary person or [[persona]]. Aspects that are typically captured are motivation, activities, tasks, [[channels]]of interaction, physical or digital environments, emotional states, first-hand observations and analytics [[data]] related to the journey.
+A journey describes what a [[people|person]] does, feels, thinks, or otherwise [[experiences]] over time as they live a specific portion of their life, in particular when interacting with our [[enterprise]]. It is captured as a simplified sequential and chronological representation of [[activities]] and [[events]] people experience, and [[tasks]] they want to accomplish. Journeys are commonly documented using a [[story|storytelling]] format, describing a slice of life of an exemplary person or [[persona]]. Aspects that are typically captured are motivation, activities, tasks, [[channels]] of interaction, physical or digital environments, emotional states, first-hand observations and analytics [[data]] related to the journey.
 ==Journey Map==