Customer journey maps visualize how users would achieve their goals and complete tasks – this could be purchasing a product or tracking fitness goals. Ideally, research should show the pain points and customer needs within this map.

Journey maps are often presented as timelines to demonstrate interaction points covering the beginning, middle and end of an experience.

An example journey map of a user’s travel experience may look like: buy a plane ticket, get to the airport, get on the plane, take public transportation to hotel.