Mapping the business

It's essential to involve stakeholders in the creation of experience/journey maps. Once each phase is filled with data, you and your teammates can evaluate the map, identify any points of friction, and offer opportunities. Opportunities stand for insights into what can be improved in the journey.^[1]

When working on a journey map, you can see the points where users get confused, upset, or frustrated when navigating your product or service. For example, you can identify when users decide to back off and not subscribe to your offer.

Experience maps, on the other hand, bring up the most problematic areas of user experience in a particular field. For example, you can reveal why users prefer to pay bills on a desktop and think of ways to make users feel safe when managing their finances via your mobile app.