Summary: Our research suggests that customer-journey maps 1) tend to be created collaboratively with a team, 2) produced with digital tools, and 3) are moderately successful at making organizational impact.

Journey maps visualize a user’s journey towards a goal, usually over time and across channels . Journey maps are a powerful tool for evaluating an experience and establishing a shared understanding among team members.

To learn how journey maps are used in industry, we surveyed more than 300 user experience professionals . In this article we share our findings on how practitioners create journey maps and their perceived success of these initiatives.

Approaches to Journey Mapping

We asked participants to select which of the following options described how they created their last journey map:

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