2. WHEN NEEDED RATIONALE
USER JOURNEY
Describes how a user moves through
time and space and what (s)he
experiences along the way
Puts the spotlight on what the user is
trying to achieve
Identifies interactions, objects and
information used, frustrations,
opportunities and (unarticulated) needs
I want to
understand the
user’s
highs and lows
I want the user
to be better off
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3. ESSENCE POINTERS
USER JOURNEY
Dissect the user
experience for
user needs and
insights
Select the user whose journey you want to
understand; ideally first ‘shadow’ the user in
his/her real life routines
E.g., education: the school teacher – follow him closely
during the day
Map out a timeline from beginning to end and
put horizontally e.g. observed activities; places
visited; interactions with people; key objects
used; information accessed. Stretch beginning
and end beyond the ‘net’ journey
E.g.; drives his car to school, meets peers in faculty
meeting, preps lessons online, etc.
Interpret what the user is trying to achieve with
each activity and articulate this
E.g., wants to learn from his/her peers
Describe the user’s highs and lows, interpret
what are the pain points for each activity
E.g., a boring faculty meeting: uninspiring, no new
learnings
Source of Inspiration: Service Design Tools
3
Editor's Notes
Phtoto: London subway (Greenline) stops on the line
Objects used
Places visited
Transportation modes used
People met
Information accessed
Information types
Network used
What pursued?
Needs identified
High/Low
Frustrations
Opportunities
