A journey map is a method of storytelling used to visualize a person's experience through a specific process. The goal is to externalize and communicate their behavior and underlying motivation to the team or client, and use it as a tool to create empathy and brainstorm around.
Journey maps are helpful at many stages during the design process:
Create a scenario(s) to put your persona through that introduces a moment of tension.
To use a journey map to brainstorm against we can key in on highs and lows in their experience as opportunities.
For example, we might zoom in on a high point in the journey map and ask:
Or on the low point: