Experience mapping

Experience maps depict how a service is experienced by your users.

What is it?

Experience maps show the journey of the user through different touchpoints that influence their perceptions, emotions and satisfaction.

When to use

Create a journey map during a discovery phase, once you have observed trends in your users’ experience. Continuously evolve it over time as your understanding of your users’ experience develops.

Read our case study of using experience maps: BI/MI user research

Further reading

UX Mapping Methods Compared: A Cheat Sheet on Nielson Norman Group website

User journey mapping on Userfocus website

UX marks the spot: Mapping the user experience on UX Mastery website

Mapping posts on the University Website Programme blog