process
User journey map
The zoomed-out story of someone pursuing a goal with a product – across channels, over time, feelings included.
A scenario-based sequence of the steps a person takes toward a high-level goal – usually spanning channels (app, email, support, in-store) and stretching over days to months, with emotional state mapped alongside actions. It answers relationship-shaped questions: why do people churn after month two, where does trust break down.
Reach for it when the question crosses channels or time. For a single task inside the product, its zoomed-in sibling – the user flow – is the right tool. The memory aid: the journey tells you what to fix, the flow tells you how.