→ Tip: Use color coding in step titles to indicate to what degree the information in this card is data-backed already. For example red for “no data”, yellow for “partly data-backed”, and green for “fully research-based”. Use the journey map info section to describe each color’s meaning.

Branching and looping

Branching helps you to show non-linear flows of journeys.

Lanes: adding rich details

To better understand a specific experience, you can add details to each step. For example:

Use text cards to note detailed descriptions of the situation; you can also use text cards to note anything else that can be communicated through text but that there is not a specific card type for.
Emotions to visualize the satisfaction of the customer in each moment
Channels of communication to see how customers get information
Images to help anchor the story of our map, and help people understand the main activity in each step.
KPIs, backstage processes, research data – feel free to add/link any information that you find relevant.

→ Tip: Don’t flood your maps with all the data you have but only pick relevant insights. If you feed/add all of what you have without first reviewing whether the data is relevant to a specific step, this data overload might overwhelm people.

Creating a journey map hierarchy

Aim for a maximum of 20 steps per journey map. If you’re exceeding that number, consider creating sub-journeys and connecting them in a journey map hierarchy.

Learn more about journey map hierarchies

Creating service blueprints

A service blueprint helps you understand all the organizational processes needed to provide a specific experience.

Collaborate, online and offline

Invite your colleagues or clients to collaborate on the map.

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