By name: create-journey-map description: Create a user journey map documenting the end-to-end experience of a user accomplishing a goal version: '0.5.0' inputs:
- name: persona description: The user persona or role whose journey is being mapped required: true
- name: goal description: The outcome the user is trying to achieve required: true
- name: scope description: The boundaries of the journey (starting and ending points) required: false outputs:
- name: journey_map description: Complete journey map with phases, touchpoints, emotions, and opportunities
Purpose
Guide the creation of user journey maps that visualize the complete experience of a user interacting with a service, identifying pain points and opportunities for improvement.
Preconditions
- User persona is defined or can be inferred from research
- The service or process to map exists (current state) or is being designed (future state)
- Access to user research, analytics, or subject matter experts for validation
Steps
1. Define the journey scope
Establish clear boundaries for the map:
| Element | Question to Answer |
|---|---|
| Persona | Who is this journey for? Be specific about their context and needs |
| Scenario | What situation triggers this journey? |
| Goal | What outcome is the user trying to achieve? |
| Starting point | Where does the journey begin? (First awareness, trigger event) |
| Ending point | Where does it end? (Goal achieved, service concluded) |
Government context considerations:
- Is this a mandatory interaction (taxes, licensing) or voluntary (benefits enrollment)?
- What is the user's familiarity with government processes?
- Are there legal deadlines or time constraints?
2. Identify journey phases
Break the journey into logical phases. Common government service phases:
| Phase | Description | Example |
|---|---|---|
| Awareness | User learns they need or can access the service | Sees eligibility notice |
| Research | User gathers information about requirements | Reads FAQ, calls helpline |
| Preparation | User collects necessary documents/information | Gathers ID, proof of income |
| Application | User submits request or completes transaction | Fills out online form |
| Processing | Service processes the request (often invisible to user) | Agency reviews application |
| Resolution | User receives outcome and any follow-up | Gets approval letter |
| Ongoing | Continued interaction if applicable | Annual renewals |
Adapt phases to your specific service. Aim for 4-7 phases.
3. Map touchpoints and channels
For each phase, document how the user interacts with the service:
### Phase: [Phase Name]
**Touchpoints:**
- [Specific interaction point, e.g., "Homepage eligibility screener"]
- [Another touchpoint]
**Channels:**
- [ ] Web (desktop)
- [ ] Web (mobile)
- [ ] Phone/call center
- [ ] In-person (field office)
- [ ] Mail/paper
- [ ] Email
- [ ] SMS/text
- [ ] Mobile app
**User actions:**
- [What the user does in this phase]
**System/staff actions:**
- [What happens behind the scenes]
4. Capture the emotional journey
Document the user's emotional state at each phase:
| Indicator | Positive | Neutral | Negative |
|---|---|---|---|
| Emotion | Confident, relieved | Uncertain, waiting | Frustrated, anxious |
| Thinking | "This is straightforward" | "I hope I did this right" | "Why is this so hard?" |
| Pain level | Low friction | Moderate effort | High friction |
Use a simple scale or emoji notation:
- 😊 Positive experience
- 😐 Neutral experience
- 😟 Negative experience / pain point
5. Identify pain points
Document friction, frustration, and failure points:
## Pain Points
### Phase: [Phase Name]
| Pain Point | Severity | Evidence |
|------------|----------|----------|
| [Description of the problem] | High/Medium/Low | [Research finding, analytics, quote] |
Common government service pain points:
- Jargon and complex language
- Unclear eligibility requirements
- Document gathering burden
- Long wait times (processing, phone queues)
- Status uncertainty ("Where is my application?")
- Channel switching required (start online, must visit in-person)
- Accessibility barriers
- Authentication friction (login.gov, ID verification)
6. Surface opportunities
For each pain point, identify potential improvements:
## Opportunities
### Phase: [Phase Name]
| Opportunity | Addresses Pain Point | Effort | Impact |
|-------------|---------------------|--------|--------|
| [Improvement idea] | [Related pain point] | High/Medium/Low | High/Medium/Low |
Opportunity categories:
- Quick wins - Low effort, high impact
- Strategic investments - High effort, high impact
- Fill-ins - Low effort, low impact (do if easy)
- Deprioritize - High effort, low impact (avoid)
7. Validate and refine
Before finalizing:
- Review with users or user researchers
- Cross-check with analytics data
- Validate with frontline staff (call center, field office)
- Identify gaps in knowledge (mark with "needs research")
8. Format the journey map
Create a visual or structured representation:
Text-based format (for markdown/docs):
# Journey Map: [Persona] - [Goal]
## Overview
- **Persona:** [Name/description]
- **Scenario:** [Trigger situation]
- **Goal:** [Desired outcome]
- **Scope:** [Start] → [End]
## Journey Phases
| Phase | Touchpoints | Actions | Emotions | Pain Points | Opportunities |
|-------|-------------|---------|----------|-------------|---------------|
| Awareness | ... | ... | 😐 | ... | ... |
| Research | ... | ... | 😟 | ... | ... |
| ... | ... | ... | ... | ... | ... |
## Key Insights
1. [Insight 1]
2. [Insight 2]
## Priority Opportunities
1. [Top opportunity]
2. [Second priority]
Completion Criteria
- Persona and goal clearly defined
- 4-7 journey phases identified
- Touchpoints and channels documented for each phase
- Emotional journey captured with evidence
- At least 3 pain points identified with severity
- Opportunities mapped to pain points
- Validated with research data or stakeholders
Examples
Example: Journey Map Summary Table
# Journey Map: Maria (First-time Benefits Applicant) - Apply for Food Assistance
| Phase | Touchpoints | Emotions | Key Pain Points | Opportunities |
|-------|-------------|----------|-----------------|---------------|
| Awareness | Friend referral, web search | 😐 Uncertain | Didn't know she qualified | Proactive outreach |
| Research | Agency website, FAQ | 😟 Overwhelmed | Jargon, unclear requirements | Plain language rewrite |
| Preparation | Document checklist | 😟 Anxious | Many documents needed | Document upload guidance |
| Application | Online form | 😐 → 😟 | Form timeout, lost progress | Auto-save, progress bar |
| Processing | Status portal, email | 😟 Waiting | No status updates for 2 weeks | Proactive notifications |
| Resolution | Approval letter, EBT card | 😊 Relieved | Mailed card took 10 days | Digital card option |