{"id":935139,"date":"2024-07-03T11:00:00","date_gmt":"2024-07-03T18:00:00","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=935139"},"modified":"2026-06-08T02:29:55","modified_gmt":"2026-06-08T09:29:55","slug":"types-of-journey-maps","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/types-of-journey-maps\/","title":{"rendered":"Types of Journey Maps and When to Use Each"},"content":{"rendered":"\n

Types of journey maps help teams understand different parts of the customer or user experience, from the current journey to future-state planning, service delivery, daily routines, and persona-specific needs.<\/p>\n\n\n\n

For US businesses, journey maps are useful because customers often interact with brands across many channels, including websites, apps, support teams, stores, email, and social media. A clear journey map helps teams see where customers feel satisfied, confused, delayed, or frustrated.<\/p>\n\n\n\n

In this article, we\u2019ll explain what journey maps are, the main types of journey maps, when to use each one, and how to choose the right map for your customer experience project.<\/p>\n\n\n\n\n\n

What are journey maps?<\/strong><\/h2>\n\n\n\n

Journey maps are visual tools that show the steps a customer or user takes while interacting with a product, service, or brand. They help teams understand the journey from the customer\u2019s point of view.<\/p>\n\n\n\n

A journey map usually shows:<\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Element<\/th>\nWhat it means<\/th>\n<\/tr>\n<\/thead>\n
Stages<\/td>\nThe main phases of the journey, such as awareness, purchase, onboarding, or support<\/td>\n<\/tr>\n
Touchpoints<\/td>\nThe places where the customer interacts with the brand<\/td>\n<\/tr>\n
Actions<\/td>\nWhat the customer does at each stage<\/td>\n<\/tr>\n
Emotions<\/td>\nHow the customer feels during the experience<\/td>\n<\/tr>\n
Pain points<\/td>\nProblems, delays, or frustrations the customer faces<\/td>\n<\/tr>\n
Opportunities<\/td>\nWays the business can improve the experience<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n\n\n

Nielsen Norman Group defines a journey map<\/a> as a visualization of the process a person goes through to accomplish a goal. That definition matters because the map should focus on the customer\u2019s goal, not only the company\u2019s internal process.<\/p>\n\n\n\n

What should a journey map include?<\/strong><\/h2>\n\n\n\n

A journey map should include the customer\u2019s goal, the journey stages, key touchpoints, customer actions, emotions, pain points, and improvement opportunities. These parts help teams connect what customers do with how they feel and where the experience breaks down.<\/p>\n\n\n\n

At a minimum, include:<\/p>\n\n\n\n