The User Journey Mapping template helps teams visualize and understand the complete user experience from first awareness through long-term engagement. This format is essential for product teams, UX designers, and anyone focused on creating exceptional user experiences.
This template encourages teams to think from the user's perspective, identifying touchpoints, emotions, pain points, and opportunities at each stage of the journey.
Journey Stages
The format maps the user experience across five key stages:
- Awareness: How users first discover your product or service
- Consideration: How users evaluate and compare options
- Purchase: The decision and acquisition process
- Onboarding: First-time experience and getting started
- Retention: Ongoing engagement and long-term value
By mapping each stage, teams can identify opportunities to improve the user experience and create more value at every touchpoint.
How to facilitate
Mapping Best Practices
- Use real user data: Base the journey on actual user research, not assumptions
- Include emotions: Note how users feel at each stage
- Identify pain points: Mark moments of frustration or confusion
- Highlight opportunities: Note where improvements could have high impact
- Consider multiple personas: Different user types may have different journeys
Facilitation Tips
- Start with user research and data
- Work through stages sequentially
- Encourage team to think from user perspective
- Use sticky notes for quick iteration
- Prioritize improvements based on user impact
When to use this template
Perfect For
- Product teams: Understanding and improving product experience
- UX designers: Mapping user flows and touchpoints
- Marketing teams: Understanding customer acquisition journey
- Support teams: Identifying where users need help
Example Insights
Teams often discover:
- Unexpected friction points in the journey
- Opportunities to delight users at key moments
- Gaps between intended and actual user experience
- Ways to improve conversion at each stage
