EMOTIONAL JOURNEY MAPPING

Journey maps can visualize either existing experiences (current-state journey maps) or new experiences that are planned but do not yet exist (future-state journey maps).

Unlike service blueprints or business process maps, journey maps focus on emotionally-charged human experiences, illustrating the story of a specific persona as a sequence of steps.

​

Emotional journey maps are the basis for determining “moments of truth” which have the potential to generate energy to create memorable experiences.