Journey Map

A visualization of a persona's (or archetype's) highs and lows as they move through the phases of an experience with your organization.

A journey map plots the path, from first awareness through decision and beyond, and marks where things feel good and where they fall apart. The point is that the experience rarely lives entirely on your website: a person might start with a search, land on your site, call a phone number, and then visit a store. Mapping the whole arc shows you which painful moments are yours to fix and where the website is only one stop on a longer trip.

You may see this referred to a "customer journey map" or "experience map." A traditional experience map may take a step back and include the full scope of experiences, rather than the single experience of the persona.