Mapping User Journeys

The Origins and Importance of User Journey Mapping

The concept of user journey mapping emerged in the 1980s when Chip Bell and Ron Zemke pioneered the idea while working with a major telecommunications company to understand why customers were frustrated after experiencing telephone outages. Their work led to the creation of the first customer journey map, which illustrated the end-to-end experience of users dealing with a problem. This visual representation of the customer journey highlighted pain points that were previously invisible to the company, offering critical insights into how the service could be improved.

As digital technology grew in the 2000s, the concept evolved and became an essential tool in user experience (UX) design, adapting to the complexity of multichannel interactions that users have today. The need for user journey maps in digital products arose to capture not just the actions users take, but also how they feel at each step, what they experience, and where they encounter obstacles.

Why User Journey Mapping Matters

Building on the foundation of personas, which help you understand who your users are, user journey mapping takes that knowledge further. It shows how users engage with your product, what they feel during their interactions, and where they face difficulties. This step is crucial for creating products that don’t just meet basic needs but deliver an experience that resonates with users on an emotional level.

Before diving into identifying friction points, let's first visualize how a real-world customer journey unfolds. The following case study provides an example of how Amazon handles its customer interactions.