create-journey-map

name	create-journey-map
description	Create a user journey map documenting the end-to-end experience of a user accomplishing a goal
inputs	[{"name":"persona","description":"The user persona or role whose journey is being mapped","required":true},{"name":"goal","description":"The outcome the user is trying to achieve","required":true},{"name":"scope","description":"The boundaries of the journey (starting and ending points)","required":false}]
outputs	[{"name":"journey_map","description":"Complete journey map with phases, touchpoints, emotions, and opportunities"}]

Purpose

Guide the creation of user journey maps that visualize the complete experience of a user interacting with a service, identifying pain points and opportunities for improvement.

Preconditions

• User persona is defined or can be inferred from research
• The service or process to map exists (current state) or is being designed (future state)
• Access to user research, analytics, or subject matter experts for validation

Steps

1. Define the journey scope

Establish clear boundaries for the map:

Element	Question to Answer
Persona	Who is this journey for? Be specific about their context and needs
Scenario	What situation triggers this journey?
Goal	What outcome is the user trying to achieve?
Starting point	Where does the journey begin? (First awareness, trigger event)
Ending point	Where does it end? (Goal achieved, service concluded)

Government context considerations:

• Is this a mandatory interaction (taxes, licensing) or voluntary (benefits enrollment)?
• What is the user's familiarity with government processes?
• Are there legal deadlines or time constraints?

2. Identify journey phases

Break the journey into logical phases. Common government service phases:

Phase	Description	Example
Awareness	User learns they need or can access the service	Sees eligibility notice
Research	User gathers information about requirements	Reads FAQ, calls helpline
Preparation	User collects necessary documents/information	Gathers ID, proof of income
Application	User submits request or completes transaction	Fills out online form
Processing	Service processes the request (often invisible to user)	Agency reviews application
Resolution	User receives outcome and any follow-up	Gets approval letter
Ongoing	Continued interaction if applicable	Annual renewals

Adapt phases to your specific service. Aim for 4-7 phases.

3. Map touchpoints and channels

For each phase, document how the user interacts with the service:

### Phase: [Phase Name]

**Touchpoints:**
- [Specific interaction point, e.g., "Homepage eligibility screener"]
- [Another touchpoint]

**Channels:**
- [ ] Web (desktop)
- [ ] Web (mobile)
- [ ] Phone/call center
- [ ] In-person (field office)
- [ ] Mail/paper
- [ ] Email
- [ ] SMS/text
- [ ] Mobile app

**User actions:**
- [What the user does in this phase]

**System/staff actions:**
- [What happens behind the scenes]

4. Capture the emotional journey

Document the user's emotional state at each phase:

Indicator	Positive	Neutral	Negative
Emotion	Confident, relieved	Uncertain, waiting	Frustrated, anxious
Thinking	"This is straightforward"	"I hope I did this right"	"Why is this so hard?"
Pain level	Low friction	Moderate effort	High friction

Use a simple scale or emoji notation:

• 😊 Positive experience
• 😐 Neutral experience
• 😟 Negative experience / pain point

5. Identify pain points

Document friction, frustration, and failure points:

## Pain Points

### Phase: [Phase Name]

| Pain Point | Severity | Evidence |
|------------|----------|----------|
| [Description of the problem] | High/Medium/Low | [Research finding, analytics, quote] |

Common government service pain points:

• Jargon and complex language
• Unclear eligibility requirements
• Document gathering burden
• Long wait times (processing, phone queues)
• Status uncertainty ("Where is my application?")
• Channel switching required (start online, must visit in-person)
• Accessibility barriers
• Authentication friction (login.gov, ID verification)

6. Surface opportunities

For each pain point, identify potential improvements:

## Opportunities

### Phase: [Phase Name]

| Opportunity | Addresses Pain Point | Effort | Impact |
|-------------|---------------------|--------|--------|
| [Improvement idea] | [Related pain point] | High/Medium/Low | High/Medium/Low |

Opportunity categories:

• Quick wins - Low effort, high impact
• Strategic investments - High effort, high impact
• Fill-ins - Low effort, low impact (do if easy)
• Deprioritize - High effort, low impact (avoid)

7. Validate and refine

Before finalizing:

• Review with users or user researchers
• Cross-check with analytics data
• Validate with frontline staff (call center, field office)
• Identify gaps in knowledge (mark with "needs research")

8. Format the journey map

Create a visual or structured representation:

Text-based format (for markdown/docs):

# Journey Map: [Persona] - [Goal]

## Overview
- **Persona:** [Name/description]
- **Scenario:** [Trigger situation]
- **Goal:** [Desired outcome]
- **Scope:** [Start] → [End]

## Journey Phases

| Phase | Touchpoints | Actions | Emotions | Pain Points | Opportunities |
|-------|-------------|---------|----------|-------------|---------------|
| Awareness | ... | ... | 😐 | ... | ... |
| Research | ... | ... | 😟 | ... | ... |
| ... | ... | ... | ... | ... | ... |

## Key Insights
1. [Insight 1]
2. [Insight 2]

## Priority Opportunities
1. [Top opportunity]
2. [Second priority]

Completion Criteria

• Persona and goal clearly defined
• 4-7 journey phases identified
• Touchpoints and channels documented for each phase
• Emotional journey captured with evidence
• At least 3 pain points identified with severity
• Opportunities mapped to pain points
• Validated with research data or stakeholders

Examples

Example: Journey Map Summary Table

# Journey Map: Maria (First-time Benefits Applicant) - Apply for Food Assistance

| Phase | Touchpoints | Emotions | Key Pain Points | Opportunities |
|-------|-------------|----------|-----------------|---------------|
| Awareness | Friend referral, web search | 😐 Uncertain | Didn't know she qualified | Proactive outreach |
| Research | Agency website, FAQ | 😟 Overwhelmed | Jargon, unclear requirements | Plain language rewrite |
| Preparation | Document checklist | 😟 Anxious | Many documents needed | Document upload guidance |
| Application | Online form | 😐 → 😟 | Form timeout, lost progress | Auto-save, progress bar |
| Processing | Status portal, email | 😟 Waiting | No status updates for 2 weeks | Proactive notifications |
| Resolution | Approval letter, EBT card | 😊 Relieved | Mailed card took 10 days | Digital card option |

References

• Nielsen Norman Group: Journey Mapping 101
• 18F Methods: Journey Mapping
• USDS Digital Services Playbook