Understanding Your Users: The Power of User Journey Mapping

The PM Playbook
6 min readMay 15, 2024


Have you ever struggled with a confusing app, only to finally give up in frustration? Chances are, the company behind that app could have benefitted from User Journey Mapping. This powerful tool helps businesses understand their users’ experiences from start to finish, leading to a smoother, more satisfying journey for everyone.

What is User Journey Mapping?

User Journey Mapping is a visual representation of a user’s interaction with a product or service. It tells the story of their experience, from the moment they become aware of your offering to the point they achieve their goal (or abandon the process altogether). By mapping this journey, we gain valuable insights into user thoughts, feelings, and pain points at each touchpoint — any interaction the user has with your product or service (website visit, phone call, in-store experience).

Why is User Journey Mapping Important?

There are several compelling reasons to embrace User Journey Mapping:

  • Improved User Experience (UX): By understanding user needs and frustrations, you can identify areas for improvement and create a more user-friendly experience.
  • A happy user is a loyal user, which translates to increased customer retention and brand loyalty.
  • Identify Pain Points: Journey maps highlight where users encounter difficulties or confusion. This allows you to address these pain points and make the overall experience smoother.
  • Addressing pain points leads to a more efficient sales funnel and potentially higher conversion rates.
  • Increased Customer Satisfaction: When users feel their needs are understood and addressed, their satisfaction naturally increases.
  • Satisfied customers are more likely to recommend your product or service to others, leading to organic growth.

Creating Your User Journey Map

Crafting a user journey map is a collaborative process, often involving user researchers, designers, and product managers. Here’s a simplified breakdown of the key steps:

  1. Define Your User Persona: Who are you creating this map for? Develop a detailed profile of your target user, including demographics, goals, and behaviours.
  2. Set the Stage: What is the user’s overall goal? What problem are they trying to solve with your product or service?
  3. Map the Touchpoints: Identify every interaction the user has with your product or service, from initial awareness to post-purchase interactions.
  4. Uncover Thoughts & Feelings: Through user research, determine what the user is thinking and feeling at each touchpoint. Are they frustrated? Confused? Delighted?
  5. Identify Opportunities for Improvement: Based on user thoughts and feelings, pinpoint areas where the experience can be improved.

Crafting Your Map — Putting it on Paper (or Screen)

There’s no one-size-fits-all approach to creating a user journey map. You can use a simple whiteboard or utilize online collaborative tools. Common elements on a user journey map include:

  • User Persona: A visual representation of your target user.
  • Timeline/Stages: The different phases of the user’s journey.
  • Touchpoints: Every interaction point between the user and your product/service.
  • User Actions: What the user does at each touchpoint.
  • Thoughts & Feelings: User emotions and thought processes at each stage.
  • Pain Points: Areas where the user encounters difficulty or frustration.
  • Opportunities: Ideas for improvement based on user feedback.

Putting it into Action — A Real-World Example

Imagine a clothing company using User Journey Mapping to understand the online shopping experience. The map might reveal users struggle with unclear size charts and a confusing checkout process. By identifying these pain points, the company can implement size recommendation tools and streamline the checkout flow, leading to a more positive customer experience and potentially increased sales.

User Journey Mapping is a powerful tool that helps businesses see their product or service through the user’s eyes. By understanding user needs and experiences, companies can create a more satisfying and user-friendly journey, leading to increased customer satisfaction and business success. Remember, user journeys are never static. As your product or service evolves, revisit and refine your journey maps to ensure they continue to reflect the current user experience.

Bonus Section (Optional)

  • Effective User Research: Conduct user interviews, usability tests, and surveys to gather data that informs your user journey map.
  • Common Mistakes: Don’t base your map on assumptions; gather real user data. Avoid creating overly complex maps; keep them clear and concise.

Case Study: Enhancing User Experience Through User Journey Mapping at ShopEase


ShopEase is a leading e-commerce platform specializing in fashion apparel and accessories. Despite its wide range of products and competitive pricing, ShopEase noticed a decline in user engagement and an increase in cart abandonment rates. To address these issues, ShopEase undertook a user journey mapping exercise with the goal of improving the overall user experience.


ShopEase faced several challenges:

  • High cart abandonment rates.
  • Poor user retention.
  • Negative feedback regarding the website’s navigation and checkout process. Recognizing the need to understand their users better, ShopEase decided to implement user journey mapping to identify pain points and improve the user experience.

User Persona Development

The first step in the user journey mapping process was to develop detailed user personas. ShopEase identified three primary user personas:

  1. Anna, the Fashion Enthusiast: A 25-year-old woman who loves staying up-to-date with the latest fashion trends.
  2. John, the Busy Professional: A 35-year-old man who shops online for convenience.
  3. Sara, the Bargain Hunter: A 40-year-old woman who seeks the best deals and discounts.

These personas were created based on user demographics, shopping behaviours, and goals.

Journey Mapping Process

The user journey mapping process involved several key steps:

  1. Defining the User Personas: ShopEase’s team developed detailed profiles for each user persona.
  2. Setting the Stage: The team identified the overall goals of users, such as finding trendy outfits, shopping efficiently, or getting the best deals.
  3. Mapping the Touchpoints: All interactions between the user and the platform were mapped out, from initial awareness to post-purchase experiences.
  4. Uncovering Thoughts & Feelings: Through user research, including interviews and surveys, the team gathered insights into user thoughts and feelings at each touchpoint.
  5. Identifying Opportunities for Improvement: Pain points were highlighted, and potential improvements were brainstormed.

Touchpoints Identification

The touchpoints identified for the user journey map included:

  • Initial website visit
  • Product search and browsing
  • Product detail page
  • Adding items to the cart
  • Checkout process
  • Post-purchase follow-up (order confirmation, shipping notifications)
  • Customer support interactions

User Thoughts & Feelings

Through user research, ShopEase discovered several critical insights:

  • Confusion: Users found the size charts unclear and inconsistent.
  • Frustration: The checkout process was too lengthy and required too much information.
  • Delight: Users appreciated the variety of products and the detailed product descriptions.

Pain Points & Opportunities

The main pain points identified were:

  • Confusing size charts.
  • Complicated and time-consuming checkout process.
  • Lack of personalized product recommendations. Opportunities for improvement included:
  • Implementing a more intuitive size recommendation tool.
  • Streamlining the checkout process.
  • Enhancing the recommendation engine to provide personalized suggestions.

Implementation of Changes

Based on the insights from the user journey map, ShopEase implemented several changes:

  1. Size Recommendation Tool: A tool was introduced to help users select the right size based on their measurements.
  2. Streamlined Checkout: The checkout process was simplified by reducing the number of steps and fields required.
  3. Enhanced Recommendation Engine: Personalized product recommendations were displayed based on users’ browsing and purchase history.


The changes led to significant improvements:

  • Cart Abandonment Rate: Decreased by 20%.
  • User Retention: Increased by 15%.
  • Customer Satisfaction: Positive feedback increased by 25%, with users specifically mentioning the improved checkout process and helpful size recommendations.


The user journey mapping exercise proved to be a valuable tool for ShopEase. By understanding user needs and addressing pain points, ShopEase enhanced the overall user experience, leading to increased customer satisfaction and business success. ShopEase plans to revisit and refine its user journey maps regularly to ensure they continue to meet user expectations and maintain a competitive edge in the market.

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The PM Playbook

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