Journey Map
Core principle: A journey map is a user-centered narrative. It answers "what is this person going through?" not "how does our system work?" — that's the blueprint's job.
Build from Evidence
Read code (routes, controllers, mailers, views) to extract touchpoints and channels. Read transcripts and support tickets to extract thoughts and emotions. Code reveals what the user encounters; it cannot reveal what they think or feel. Accept docs, pasted content, URLs — ingest, don't summarize.
Set Boundaries First
One scenario, one actor. Define start and end from the actor's POV. Three lenses:
| Lens | What it prevents |
|---|---|
| Lifecycle sequencing (pre/during/post) | Optimizing one moment while degrading surroundings |
| Context of use (environment, stakes, frequency) | Designing for a user who doesn't exist |
| JTBD forces (functional, social, emotional) | Reducing the journey to task completion |
Stage Structure
Three stages: pre-service -> during-service -> post-service. Making before-and-after visible prevents local optimization. Per stage, capture:
| Dimension | Guidance |
|---|---|
| Actions | Observable behavior |
| Touchpoints + channels | Extract from code |
| Thoughts | Verbatim quotes when available; mark inferred |
| Emotions | Grounded in research, not invented — name + valence |
| Pain points | Friction, confusion, anxiety |
| Opportunities | Unmet needs |
Confidence Discipline
Tag every claim: [confirmed] (verified in code, transcript, or docs), [hypothesis] (inferred), [gap] (unknown). Verbatim quotes = [confirmed]. Inferred emotions = [hypothesis]. Missing stages = [gap]. Note what would confirm each hypothesis.
Relationship to Blueprint
Journey map = user side. Blueprint = org side. Both needed. Two failure modes to prevent:
- A compelling story that collapses under operational reality
- Efficient operations users experience as cold or hostile
Output
Write to docs/service-design/<slice>/journey-map.md using the template at service-design/templates/journey-map.md.
Related Artifacts
service-design:service-blueprint for the org-side view. service-design:empathy-analysis for the deeper emotional/informational layer underlying thoughts and emotions here.