Journey
The events and activities people experience in their lives and when interacting with our enterprise.
Description
A journey describes what a person does, feels, thinks, or otherwise experiences over time as they live a particular portion of their life. 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.
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.
Related
- Product features in Journey
- Brand appears in Journey
- Task is part of Journey
- Journey traverses Channel
Variants
- Customer journey
- Investor journey
- Employee journey
- Supplier journey