Journey Mapping
Journey Mapping is the capability of translating a user's interaction with a service into a visual representation. In the context of Service Design/UX, it allows design teams to empathise with users, understanding their needs, motivations and pain points at each touchpoint. This capability plays a crucial role in highlighting opportunities for improvement and innovation within the service.
Foundational
At a foundational level you are able to contribute to simple journey mapping activities under direction, helping to capture user actions, feelings and needs at different steps in a service experience. You understand the purpose of journey maps in Service Design or UX and record reliable observations. Your work supports the team to build empathy and spot possible service improvements.
Developing
At a developing level you are able to contribute to journey mapping by gathering user insights and assisting in mapping simple user journeys under guidance. You focus on highlighting key moments and pain points, helping your team better understand the user experience. Your work begins to inform basic improvements to existing services.
Proficient
At a proficient level you are able to independently create detailed journey maps that clearly show a user’s experience across all key touchpoints. You use these maps to highlight pain points and identify opportunities for improvement, helping your team better understand the user’s perspective and drive meaningful design decisions.
Advanced
At an advanced level you are able to independently lead the development of detailed journey maps that capture complex user interactions across multiple touchpoints. You identify and communicate critical insights, using journey mapping to inform decision-making and uncover opportunities for significant service improvements. Your work shapes strategy and inspires others to put user needs at the center of service design.
Expert
At an expert level you are leading the creation and application of journey maps that shape strategic decisions across complex services. You guide cross-functional teams to use these visual tools to reveal deep insights, driving innovative solutions that measurably improve user experience. Your work challenges assumptions and delivers lasting value for both users and the organization.
