Understanding the journey.
WHAT TO MAP
Every step from the person's first awareness to completing their goal.
WHAT TO INCLUDE
Steps outside your interface: a phone call, a message, a physical visit
WHY
The experience does not begin and end at your screen.
WHAT TO RECORD FOR EACH STEP
What the person is doing What they need What could go wrong How they feel
WHAT THAT REVEALS
Gaps between steps Points where people are abandoned
Repetition: asking for the same thing twice
Where expectations are set and then broken
THE REPETITION POINT
Being asked for information already given is a common and irritating failure.
WHAT TO FIX FIRST
The steps where most people fail.
WHAT TO KEEP SIMPLE
The map itself. A list of steps is sufficient.
WHAT NOT TO DO
Produce an elaborate diagram nobody uses.
WHAT TO VALIDATE
The map, against what people actually do.
