Design and Experience
User journeys
Journey maps become actionable when they connect phases, thoughts, emotions, channels, and metrics—not only a pretty timeline. We build narratives squads use in planning: where drop-off happens, where support intervenes, where a mistimed email or push destroys trust.
We separate macro journeys (acquisition → value → retention) from micro-journeys (e.g. “submit an invoice”). We cross quantitative data (funnels, cohorts) with qualitative insight so a single interview does not romanticize the whole story.
We deliver an as-is version for problem consensus and a to-be with prioritized hypotheses—each with a suggested owner and indicator to validate change.
Portfolio of User journeys
Deliverables
As-is journey map
Editable visual with legends and evidence sources.
Executive summary
3–5 insights and highest-impact risks.
Opportunity × effort matrix
Derived from journey pain points.
To-be journey
Future experience hypothesis with clear prerequisites.
Suggested initiative backlog
Linked to journey phases with suggested owners.
Follow-up plan
Which KPIs to review after releases and map refresh cadence.
Execution methodology
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Persona and journey definition
Which path to map first; research inclusion criteria for users.
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Data collection and interviews
Steps, channels, systems, perceived durations, verbatim quotes.
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As-is map build
Phases, touchpoints, emotions, pain points, and opportunities with severity.
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Synthesis workshop
Stakeholder validation; clarify ownership across teams.
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To-be journey and measurement plan
Target experience, dependencies, and before/after metrics.
