Idea Development
Mapping the Journey
Because great ideas follow real-life paths. You’ve talked to users. You’ve heard their frustrations. Now it’s time to step into their shoes — literally — and map the journey they go through while facing the problem you want to solve. This is where empathy turns into action.
What is a Customer Journey Map?
A Customer Journey Map is a visual story of how a user interacts with a product, service, or system — from beginning to end.
It helps you:
See things from your user’s perspective;
Understand what they’re doing, thinking, and feeling at each step;
Spot frustration points, missed opportunities, or magical moments.
Think of it as "A Day in the Life" of your customer as they encounter the problem (with or without your solution).
Common Journey Stages
Add Emotions & Touchpoints
At each stage, ask:
What is the user doing?
What are they thinking/feeling?
What touchpoints (apps, websites, people) are involved?
Where are the pain points and opportunities?
Mark these moments. They matter.
Activity: Journey Jam
Let’s map a journey.
Step 1: Pick a real problem
Example: Finding healthy food on campus
Step 2: Define the user
Who are they? A student? Staff? Vegan? Budget-conscious?
Step 3: Map the journey
Draw a timeline of their experience trying to solve the problem. At each step, write:
What they do
What they feel
What’s frustrating
What’s working well
Step 4: Add insights
Highlight points where:
A new solution could help
A better experience could be created
Innovation could happen!
Tool Spotlight: The Empathy Map
Another powerful tool to use alongside Journey Mapping:
Real Talk
You are not your user — walk their path, don’t guess it;
Pain points = design opportunities;
Mapping might seem “extra” but it often reveals gold.