The definition of phases is the first step for both experience and journey maps. User journey maps formulate phases depending on a specific scenario, the goals of a specific persona, and a specific product or service. For example, for an e-commerce scenario (like buying AirPods), the stages can be: discover, try, buy, use, and seek support.

Experience maps also relate to goals that users want to achieve throughout their journey. However, they have no connection to a specific service or product. This makes experience maps beneficial for multiple businesses. For example, an experience map can visualize the overall experience of buying train tickets and can include stages like: discover, buy, use, and return.

Deciding the number of phases depends on your users' goals. Phases should demonstrate the entire experience or scenario, so you can easily identify where users drop off and what keeps them from going all the way to the end. Keep in mind that phases are not actions that users take to achieve a certain goal.

Also, remember that the map should be easy to navigate and read when you share it with your stakeholders. So, make sure it doesn't require horizontal scrolling.