{"id":11169,"date":"2024-09-25T09:00:44","date_gmt":"2024-09-25T09:00:44","guid":{"rendered":"https:\/\/userpilot.com\/blog\/what-is-a-product-journey-map\/"},"modified":"2026-03-08T17:09:24","modified_gmt":"2026-03-08T17:09:24","slug":"what-is-a-product-journey-map","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/what-is-a-product-journey-map\/","title":{"rendered":"What is a Product Journey Map and How to Build One"},"content":{"rendered":"<h2 data-pm-slice=\"1 1 []\">What is a product journey map?<\/h2>\n<p>A product journey map is a visual representation of every user action within your product, from <a href=\"https:\/\/userpilot.com\/blog\/saas-signup-flow\/\">signing up<\/a> through <a href=\"https:\/\/userpilot.com\/blog\/customer-onboarding-best-practices\/\" target=\"_blank\" rel=\"noopener\">customer onboarding<\/a> to post-purchase.<\/p>\n<p><!-- Main container for the interactive lead gen piece --><\/p>\n<div id=\"userpilot-lead-gen-container\" style=\"max-width: 600px; margin: 20px auto; font-family: Arial, sans-serif; visibility: hidden;\"><!-- Progress Bar --><\/p>\n<div id=\"progress-container\" style=\"width: 100%; background-color: #e0e0e0; border-radius: 5px; overflow: hidden; margin-bottom: 20px;\">\n<div id=\"progress-bar\" style=\"width: 15%; height: 20px; background-color: #6765e8; text-align: center; line-height: 20px; color: white; border-radius: 5px; transition: width 0.4s ease-in-out;\"><\/div>\n<\/div>\n<p><!-- <a href=\"https:\/\/userpilot.com\/blog\/wp-content\/uploads\/2024\/09\/What-is-a-product-journey-map.js\">What-is-a-product-journey-map<\/a>? - Question 1 --><\/p>\n<div id=\"question1\" class=\"question-section\">\n<h3>What&#8217;s your biggest challenge with understanding your user&#8217;s path?<\/h3>\n<p><button class=\"answer-btn\">We have no visibility<\/button><br \/>\n<button class=\"answer-btn\">Our data is all over the place<\/button><br \/>\n<button class=\"answer-btn\">We can&#8217;t act on the data we have<\/button><\/p>\n<\/div>\n<p><!-- Question 2 --><\/p>\n<div id=\"question2\" class=\"question-section\" style=\"display: none;\">\n<h3>How are you currently mapping your user journey?<\/h3>\n<p><button class=\"answer-btn\">Spreadsheets and diagrams<\/button><br \/>\n<button class=\"answer-btn\">Analytics tools<\/button><br \/>\n<button class=\"answer-btn\">We aren&#8217;t doing it yet<\/button><\/p>\n<\/div>\n<p><!-- Question 3 --><\/p>\n<div id=\"question3\" class=\"question-section\" style=\"display: none;\">\n<h3>What is a product journey map goal for you?<\/h3>\n<p><button class=\"answer-btn\">Increase activation<\/button><br \/>\n<button class=\"answer-btn\"><a href=\"https:\/\/userpilot.com\/blog\/improve-feature-adoption-saas\/\">Improve feature adoption<\/a><\/button><br \/>\n<button class=\"answer-btn\">Boost retention<\/button><\/p>\n<\/div>\n<p><!-- Final CTA Section --><\/p>\n<div id=\"final-cta\" class=\"question-section\" style=\"display: none; text-align: center;\">\n<h3>Ready to build product journeys that convert?<\/h3>\n<p>Userpilot can help you understand user behavior, build beautiful in-app experiences, and drive growth. See how.<\/p>\n<p><button id=\"demo-cta-btn\">Get a Demo<\/button><\/p>\n<\/div>\n<\/div>\n<p><!-- Link to the JavaScript file --><br \/>\n<script src=\"https:\/\/userpilot.com\/blog\/wp-content\/uploads\/2024\/09\/What-is-a-product-journey-map.js\"><\/script><\/p>\n<h2>Product journey map vs customer journey map<\/h2>\n<p>A product map covers all interactions a user has with your product and is used in UX and product development, while a <a href=\"https:\/\/userpilot.com\/blog\/customer-journey-map-examples\/\" rel=\"noopener noreferrer\">customer journey map<\/a> covers all interactions a user has with your brand and product across multiple channels and platforms, even before the purchase, and is mostly used in marketing and sales.<\/p>\n<figure id=\"attachment_242665\" aria-describedby=\"caption-attachment-242665\" style=\"width: 2000px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-242665\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/Stages-of-the-Customer-Journey_conversion-funnel-leaks.png\" alt=\"Stages of the customer journey\" width=\"2000\" height=\"1507\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/Stages-of-the-Customer-Journey_conversion-funnel-leaks.png 2000w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/Stages-of-the-Customer-Journey_conversion-funnel-leaks-450x339.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/Stages-of-the-Customer-Journey_conversion-funnel-leaks-1024x772.png 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/Stages-of-the-Customer-Journey_conversion-funnel-leaks-768x579.png 768w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/Stages-of-the-Customer-Journey_conversion-funnel-leaks-1536x1157.png 1536w\" sizes=\"(max-width: 2000px) 100vw, 2000px\" \/><figcaption id=\"caption-attachment-242665\" class=\"wp-caption-text\">Stages of the customer journey<\/figcaption><\/figure>\n<h2>Types of product journey maps<\/h2>\n<p>Before creating an entire customer journey map, you have to decide on your <a href=\"https:\/\/userpilot.com\/blog\/micro-goals-vs-macro-goals-product-marketing\/\" rel=\"noopener noreferrer\">company goal<\/a> for the finished map. This will determine the journey map you need to build for the best results.<\/p>\n<p>Here are the six types of journey maps <a href=\"https:\/\/userpilot.com\/blog\/types-of-product-managers\/\" rel=\"noopener noreferrer\">product managers<\/a> use to identify opportunities and create a better user experience.<\/p>\n<h3>Current state maps<\/h3>\n<p>Current state maps are the most common types of journey maps. They take a look at how your current users <a href=\"https:\/\/userpilot.com\/blog\/interaction-design-principles\/\" rel=\"noopener noreferrer\">interact with your product<\/a> right now. This map shows you what&#8217;s working and what&#8217;s not so you know what to improve.<\/p>\n<figure id=\"attachment_242682\" aria-describedby=\"caption-attachment-242682\" style=\"width: 761px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-242682 size-full\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/current-state.png\" alt=\"Current state product journey map\" width=\"761\" height=\"629\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/current-state.png 761w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/current-state-450x372.png 450w\" sizes=\"(max-width: 761px) 100vw, 761px\" \/><figcaption id=\"caption-attachment-242682\" class=\"wp-caption-text\">Source: <a href=\"https:\/\/brightvessel.com\/how-to-build-a-customer-journey-map-example-pdfs\">Brightvessel<\/a><\/figcaption><\/figure>\n<h3>Future state maps<\/h3>\n<p>Future state maps are an assumption or expectation of how users will navigate through and interact with your product in the future. This is built after the errors\/blocks in your current state map have been fixed.<\/p>\n<p>The future state map can also be used to <a href=\"https:\/\/userpilot.com\/blog\/goal-setting-frameworks-saas\/\" rel=\"noopener noreferrer\">set and track goals<\/a> you hope to achieve with your improved product.<\/p>\n<figure id=\"attachment_242718\" aria-describedby=\"caption-attachment-242718\" style=\"width: 794px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-242718\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/future-state.png\" alt=\"Future state map\" width=\"794\" height=\"589\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/future-state.png 794w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/future-state-450x334.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/future-state-768x570.png 768w\" sizes=\"(max-width: 794px) 100vw, 794px\" \/><figcaption id=\"caption-attachment-242718\" class=\"wp-caption-text\">Source: <a href=\"https:\/\/brightvessel.com\/how-to-build-a-customer-journey-map-example-pdfs\" rel=\"noopener noreferrer\">Brightvessel<\/a><\/figcaption><\/figure>\n<h3>Service blueprint<\/h3>\n<p>A service blueprint template tracks <a href=\"https:\/\/userpilot.com\/blog\/customer-experience-management-strategy\/\" rel=\"noopener noreferrer\">customers&#8217; experience<\/a> with employees and other parts of your company. This helps improve the interaction between the business and customers.<\/p>\n<figure id=\"attachment_242752\" aria-describedby=\"caption-attachment-242752\" style=\"width: 794px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-242752\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/service-blueprint-1.png\" alt=\"Service blueprint\" width=\"794\" height=\"543\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/service-blueprint-1.png 794w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/service-blueprint-1-450x308.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/service-blueprint-1-768x525.png 768w\" sizes=\"(max-width: 794px) 100vw, 794px\" \/><figcaption id=\"caption-attachment-242752\" class=\"wp-caption-text\">Source: <a href=\"https:\/\/medium.com\/@studiowatr\/optimise-your-business-with-service-design-an-uber-case-study-8b273de13bcb\" rel=\"noopener noreferrer\">Medium<\/a><\/figcaption><\/figure>\n<h3>Day in the life<\/h3>\n<p>Day in the life maps is a bigger picture of your user as a whole person, not just as a user of your tool. This looks into the <a href=\"https:\/\/userpilot.com\/blog\/emotional-design-examples\/\" rel=\"noopener noreferrer\">customer&#8217;s emotions<\/a>, behaviors, activities, and other things that make them who they are.<\/p>\n<p>While this type of <a href=\"https:\/\/userpilot.com\/blog\/tag\/customer-journey-maps\/\">journey mapping<\/a> may not directly involve your product, it helps you get into your user personas&#8217; heads and design products and experiences that fit into their lifestyles.<\/p>\n<figure id=\"attachment_242769\" aria-describedby=\"caption-attachment-242769\" style=\"width: 793px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-242769\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/day-in-the-life.png\" alt=\"Day in the life product journey map\" width=\"793\" height=\"597\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/day-in-the-life.png 793w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/day-in-the-life-450x339.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/day-in-the-life-768x578.png 768w\" sizes=\"(max-width: 793px) 100vw, 793px\" \/><figcaption id=\"caption-attachment-242769\" class=\"wp-caption-text\">Source: Group Quality<\/figcaption><\/figure>\n<h3>Empathy maps<\/h3>\n<p>Empathy is the ability to understand and share the feelings of another person, in this case, the user. It&#8217;s an important skill for building products people love.<\/p>\n<p>An <a href=\"https:\/\/userpilot.com\/blog\/empathy-in-ux-design\/\" rel=\"noopener noreferrer\">empathy map<\/a>, therefore, is a visual representation of how the user sees your product from their point of view. It doesn&#8217;t just map product interactions, it takes into consideration their feelings and struggles while using it. Empathy maps are built by running user research or interviews and are usually divided into four parts to record:<\/p>\n<ul>\n<li>What the user says about your product and their experience with it.<\/li>\n<li>What the user thinks when using the product.<\/li>\n<li>What they feel when using it.<\/li>\n<li>What they do and actions\/behaviors they display while using it.<\/li>\n<\/ul>\n<p>Each section gives you a better understanding of the user, their <a href=\"https:\/\/userpilot.com\/blog\/how-to-identify-customer-pain-points\/\" rel=\"noopener noreferrer\">pain points<\/a>, and exactly how to improve their experience.<\/p>\n<figure id=\"attachment_242786\" aria-describedby=\"caption-attachment-242786\" style=\"width: 640px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-242786\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/empathy-map.png\" alt=\"Empathy map\" width=\"640\" height=\"637\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/empathy-map.png 640w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/empathy-map-450x448.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/empathy-map-150x150.png 150w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><figcaption id=\"caption-attachment-242786\" class=\"wp-caption-text\">Source: <a href=\"https:\/\/nngroup.com\/articles\/empathy-mapping\" rel=\"noopener noreferrer\">NN group<\/a><\/figcaption><\/figure>\n<h3>Experience maps<\/h3>\n<p>Experience maps are a visual slate of users&#8217; experiences with the different parts or <a href=\"https:\/\/userpilot.com\/blog\/customer-touchpoints\/1000\" rel=\"noopener noreferrer\">customer touchpoints<\/a> with your product during a given period.<\/p>\n<p>To draw up an accurate experience map, you must first acknowledge the goal of the user, then look at the <a href=\"https:\/\/userpilot.com\/blog\/user-path-analysis\/\" rel=\"noopener noreferrer\">user paths<\/a> taken to achieve that and their experience all through. Did it take longer than expected? How easy was it for them to get support? How many attempts did it take for them to get a task completed?<\/p>\n<p>This particular map helps you discover and fix the hiccups in your customer&#8217;s journey.<\/p>\n<figure id=\"attachment_242803\" aria-describedby=\"caption-attachment-242803\" style=\"width: 798px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-242803\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/experience-map.png\" alt=\"Experience map\" width=\"798\" height=\"558\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/experience-map.png 798w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/experience-map-450x315.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/experience-map-768x537.png 768w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/experience-map-330x230.png 330w\" sizes=\"(max-width: 798px) 100vw, 798px\" \/><figcaption id=\"caption-attachment-242803\" class=\"wp-caption-text\">Source: <a href=\"https:\/\/nngroup.com\/articles\/empathy-mapping\" rel=\"noopener noreferrer\">NN group<\/a><\/figcaption><\/figure>\n<h2>Benefits of product and customer journey mapping<\/h2>\n<p>Mapping customer experience or interaction with your product across the different stages of their journey can provide insights that could help with <a href=\"https:\/\/userpilot.com\/blog\/product-development-process\/\" rel=\"noopener noreferrer\">product development<\/a> and improvement.<\/p>\n<p>In other words, creating a customer journey map is a better way to develop products because it relies on how your user\/customer base is experiencing them. Here are a few other benefits.<\/p>\n<h3>Provide transparency across all teams involved in the development of your product<\/h3>\n<p>Product and customer journey mapping looks at the user&#8217;s interactions with your product and brand as a whole, so the results you get from doing this can provide insight into how each team works at each stage of the <a href=\"https:\/\/userpilot.com\/blog\/customer-journey-insights\/\" rel=\"noopener noreferrer\">customer&#8217;s journey<\/a> and what you can improve.<\/p>\n<p>It helps cross-functional teams sync their methods of working toward the same business goal of <a href=\"https:\/\/userpilot.com\/blog\/improve-customer-experience-saas\/\" rel=\"noopener noreferrer\">improving customer experience<\/a>.<\/p>\n<p>Instead of guessing\/assuming, it shows the marketing team how their marketing efforts are received and which channels work best, the sales team gets insight into what kind of leads convert best, and the <a href=\"https:\/\/userpilot.com\/blog\/product-team-structure\/\" rel=\"noopener noreferrer\">product team<\/a> sees what parts of the product experience encourage users to move along their journey and where the friction points lie.<\/p>\n<h3>Drive product engagement and adoption<\/h3>\n<p>Product journey mapping reveals what parts of your product work smoothly and which may be stalling users from progressing in their journey.<\/p>\n<p>It could be a long and boring <a href=\"https:\/\/userpilot.com\/blog\/user-onboarding-flow\/\" rel=\"noopener noreferrer\">onboarding flow<\/a> that keeps users from reaching activation so they leave or features that users are ignoring even though you know it&#8217;s important to their use case.<\/p>\n<p>Mapping how users use such a feature can show you how they experience it, and why they overlook it \u2013 it may be hard to find or use, they don&#8217;t see immediate value, etc. This lets you know what needs to be done to <a href=\"https:\/\/userpilot.com\/blog\/increasing-feature-engagement-saas\/\" rel=\"noopener noreferrer\">increase product\/feature engagement<\/a> and adoption.<\/p>\n<p>If you have a long-expected future, you can also use <a href=\"https:\/\/userpilot.com\/blog\/launch-messages\/\" rel=\"noopener noreferrer\">in-app announcements<\/a> to notify users of new features.<\/p>\n<figure id=\"attachment_242820\" aria-describedby=\"caption-attachment-242820\" style=\"width: 1290px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-242820\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/new-feature.png\" alt=\"New feature announcement in Userpilot\" width=\"1290\" height=\"409\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/new-feature.png 1290w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/new-feature-450x143.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/new-feature-1024x325.png 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/new-feature-768x243.png 768w\" sizes=\"(max-width: 1290px) 100vw, 1290px\" \/><figcaption id=\"caption-attachment-242820\" class=\"wp-caption-text\"><a href=\"https:\/\/userpilot.com\/blog\/new-feature-announcement-guide-2\/\">New feature announcement in<\/a> <a href=\"https:\/\/userpilot.com\/userpilot-demo\/\">Userpilot<\/a><\/figcaption><\/figure>\n<p><span class=\"ng-star-inserted\">Create <a href=\"https:\/\/userpilot.com\/blog\/mobile-in-app-messaging\/\" target=\"_blank\" rel=\"noopener\">mobile-optimized announcements<\/a> customized to your brand with Userpilot\u2019s editor without any coding required.<\/span><\/p>\n<h3>Know which KPIs to track and why<\/h3>\n<p>There are a lot of <a href=\"https:\/\/userpilot.com\/blog\/product-marketing-kpi\/\" rel=\"noopener noreferrer\">KPIs or metrics to track in product marketing<\/a>, so understanding how users see and experience your product can help you discover the most important ones to focus on right now. The customer journey mapping process helps you focus your efforts on what&#8217;s most important and remove friction points with in-app guidance.<\/p>\n<p>Customer journey mapping examples could be of your users dropping off before reaching the <a href=\"https:\/\/userpilot.com\/blog\/user-activation-for-saas\/\" rel=\"noopener noreferrer\">activation stage<\/a>. That could be your sign to focus on monitoring and improving onboarding flow and primary activation. Using a checklist, you can drive users to the activation point in their journey where they experience the value of the product.<\/p>\n<figure id=\"attachment_242837\" aria-describedby=\"caption-attachment-242837\" style=\"width: 626px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-242837\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/Untitled-50.png\" alt=\"Onboarding checklist\" width=\"626\" height=\"586\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/Untitled-50.png 626w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/Untitled-50-450x421.png 450w\" sizes=\"(max-width: 626px) 100vw, 626px\" \/><figcaption id=\"caption-attachment-242837\" class=\"wp-caption-text\">Onboarding checklist created with <a href=\"https:\/\/userpilot.com\/userpilot-demo\/\">Userpilot<\/a><\/figcaption><\/figure>\n<p>Want to build in-app guidance checklists inside your app without coding? Get a <a href=\"https:\/\/userpilot.com\/userpilot-demo\" rel=\"noopener noreferrer\">Userpilot demo<\/a> and see how.<\/p>\n<h2>How to create a product journey map<\/h2>\n<p>Now you know what a <a href=\"https:\/\/userpilot.com\/blog\/user-journey-map\/\" rel=\"noopener noreferrer\">product journey map<\/a> is and why you need it, so the next step is figuring out how to build one. This is what we&#8217;ll cover in this section step-by-step.<\/p>\n<h3>#1 \u2013 Define your user persona<\/h3>\n<p>The first thing to do is to <a href=\"https:\/\/userpilot.com\/blog\/user-persona-template-saas\" rel=\"noopener noreferrer\">define your target user personas<\/a> for the map.<\/p>\n<p>By picking the necessary user personas on which your journey maps will focus, you&#8217;ll increase your chances of getting better results. So if your goal is to improve a specific feature, your target persona should be the users who use such a feature.<\/p>\n<p>Here&#8217;s an example of a <a href=\"https:\/\/userpilot.com\/blog\/product-persona\/\" rel=\"noopener noreferrer\">Product Manager persona<\/a> for Userpilot&#8217;s product adoption tool. It gives insight into their pain points, typical jobs to be done, the type of company they work for, and what they stand to gain from a tool like Userpilot.<\/p>\n<figure id=\"attachment_242854\" aria-describedby=\"caption-attachment-242854\" style=\"width: 1848px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-242854\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/user-persona_end-user-behavior-monitoring-1.png\" alt=\"User persona example\" width=\"1848\" height=\"1184\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/user-persona_end-user-behavior-monitoring-1.png 1848w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/user-persona_end-user-behavior-monitoring-1-450x288.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/user-persona_end-user-behavior-monitoring-1-1024x656.png 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/user-persona_end-user-behavior-monitoring-1-768x492.png 768w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/user-persona_end-user-behavior-monitoring-1-1536x984.png 1536w\" sizes=\"(max-width: 1848px) 100vw, 1848px\" \/><figcaption id=\"caption-attachment-242854\" class=\"wp-caption-text\">User persona example<\/figcaption><\/figure>\n<h3>#2 \u2013 Set your target<\/h3>\n<p>Creating customer journey maps will be easier when you identify what goal you hope to achieve with them.<\/p>\n<p>For example:<\/p>\n<ul>\n<li>Do you want to improve the user&#8217;s product experience? You&#8217;ll need a <a href=\"https:\/\/userpilot.com\/blog\/create-user-journey-map\/\">user journey map<\/a> that highlights your friction points and <a href=\"https:\/\/userpilot.com\/blog\/user-journey-analytics\/\" rel=\"noopener noreferrer\">tracks the user behavior<\/a> of those who churned out of your product.<\/li>\n<li>Or do you want to improve a specific feature? An experience map of <a href=\"https:\/\/userpilot.com\/blog\/customer-interactions-guide\/\" rel=\"noopener noreferrer\">customer interaction<\/a> with that feature will work best here to show how they experience it, from struggle points to the success areas.<\/li>\n<li>Looking to improve your product and make it more useful for your target <a href=\"https:\/\/userpilot.com\/blog\/persona-examples\/\" rel=\"noopener noreferrer\">user persona<\/a>? A day-in-the-life map of your target user can help you identify gaps and opportunities you can include in your product because you&#8217;ll be able to see them as people, not just users of your product.<\/li>\n<\/ul>\n<h3>#3 \u2013 Get data for your product journey map<\/h3>\n<p>Once you&#8217;ve identified your target audience and goals, the next step is to conduct <a href=\"https:\/\/userpilot.com\/blog\/user-research\/\" rel=\"noopener noreferrer\">user research<\/a>. You have several options:<\/p>\n<ul>\n<li>Use <a href=\"https:\/\/userpilot.com\/blog\/product-analytics-tools-guide\/\" rel=\"noopener noreferrer\">product analytics tools<\/a> like Userpilot to track in-app user behavior and visualize it on trends, funnels, paths, and retention reports.<\/li>\n<\/ul>\n<figure id=\"attachment_242871\" aria-describedby=\"caption-attachment-242871\" style=\"width: 2940px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-242871\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/funnel-analysis-Userpilot.png\" alt=\"Funnel analysis in Userpilot\" width=\"2940\" height=\"1699\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/funnel-analysis-Userpilot.png 2940w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/funnel-analysis-Userpilot-450x260.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/funnel-analysis-Userpilot-1024x592.png 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/funnel-analysis-Userpilot-768x444.png 768w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/funnel-analysis-Userpilot-1536x888.png 1536w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/funnel-analysis-Userpilot-2048x1184.png 2048w\" sizes=\"(max-width: 2940px) 100vw, 2940px\" \/><figcaption id=\"caption-attachment-242871\" class=\"wp-caption-text\">Funnel analysis in <a href=\"https:\/\/userpilot.com\/userpilot-demo\/\">Userpilot<\/a><\/figcaption><\/figure>\n<ul>\n<li>Track user sentiments using in-app surveys like <a href=\"https:\/\/userpilot.com\/blog\/nps-metric\/\" rel=\"noopener noreferrer\">net promoter score (NPS)<\/a>, <a href=\"https:\/\/userpilot.com\/blog\/customer-satisfaction-survey-saas\" rel=\"noopener noreferrer\">customer satisfaction score (CSAT)<\/a>, and <a href=\"https:\/\/userpilot.com\/blog\/customer-effort-score\" rel=\"noopener noreferrer\">customer effort score (CES)<\/a>.<\/li>\n<\/ul>\n<figure id=\"attachment_242888\" aria-describedby=\"caption-attachment-242888\" style=\"width: 1285px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-242888\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/nps-responses.png\" alt=\"NPS survey responses in Userpilot\" width=\"1285\" height=\"640\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/nps-responses.png 1285w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/nps-responses-450x224.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/nps-responses-1024x510.png 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/nps-responses-768x383.png 768w\" sizes=\"(max-width: 1285px) 100vw, 1285px\" \/><figcaption id=\"caption-attachment-242888\" class=\"wp-caption-text\">NPS survey responses in <a href=\"https:\/\/userpilot.com\/userpilot-demo\/\">Userpilot<\/a><\/figcaption><\/figure>\n<ul>\n<li>Conduct interviews to test assumptions about your customers and hear <a href=\"https:\/\/userpilot.com\/blog\/user-problems\/\" rel=\"noopener noreferrer\">user problems<\/a> and goals described in their own words.<\/li>\n<\/ul>\n<figure id=\"attachment_242905\" aria-describedby=\"caption-attachment-242905\" style=\"width: 541px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-242905\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/user-interview-1.png\" alt=\"User interview modal in Userpilot\" width=\"541\" height=\"350\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/user-interview-1.png 541w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/user-interview-1-450x291.png 450w\" sizes=\"(max-width: 541px) 100vw, 541px\" \/><figcaption id=\"caption-attachment-242905\" class=\"wp-caption-text\">User interview modal in <a href=\"https:\/\/userpilot.com\/userpilot-demo\/\">Userpilot<\/a><\/figcaption><\/figure>\n<ul>\n<li>Ask your sales and customer service team for recurring <a href=\"https:\/\/userpilot.com\/blog\/voice-of-the-customer-questions\/\" rel=\"noopener noreferrer\">customer queries<\/a>, bugs, and feedback. These give you a better understanding of customer pain points and needs.<\/li>\n<\/ul>\n<h3>#4 \u2013 Determine which customer journey stages to map<\/h3>\n<p>Your set objective will determine which customer journeys to map.<\/p>\n<p>For example, if your goal is to <a href=\"https:\/\/userpilot.com\/blog\/how-to-improve-user-onboarding\/\" rel=\"noopener noreferrer\">improve onboarding flow<\/a> and increase activation rates, your journey map will have to focus on only the primary onboarding stage of the user&#8217;s journey. This is because that&#8217;s the only part that influences your goal.<\/p>\n<h3>#5 \u2013 Map out the key milestones in your product journey<\/h3>\n<p>Milestones are key points in the <a href=\"https:\/\/userpilot.com\/blog\/user-journey-map-examples\/\" rel=\"noopener noreferrer\">user&#8217;s journey<\/a> through your product. They usually signify the end of a goal the user has achieved and are useful for tracking user progression.<\/p>\n<p>Say your product is a meeting scheduling tool. There are several things your users have to do to achieve their goal:<\/p>\n<ol>\n<li>Sign up.<\/li>\n<li>Sync calendar.<\/li>\n<li>Create a meeting.<\/li>\n<li>Share link.<\/li>\n<\/ol>\n<p>If they don&#8217;t go through these steps, they can&#8217;t experience your <a href=\"https:\/\/userpilot.com\/blog\/product-value\/\" rel=\"noopener noreferrer\">product&#8217;s value<\/a>. But by completing the steps and achieving their goal of a scheduled meeting, they&#8217;ve reached one milestone in their journey.<\/p>\n<p>Assigning milestones in your product journey map will give you insight into how the customer interacts with your product and if they&#8217;re advancing in their journey or not. Some examples of milestones include:<\/p>\n<ul>\n<li>Reaching the <a href=\"https:\/\/userpilot.com\/blog\/aha-moment\/\" rel=\"noopener noreferrer\">Aha moment<\/a>.<\/li>\n<li>Reaching the <a href=\"https:\/\/userpilot.com\/blog\/improve-user-activation\/\" rel=\"noopener noreferrer\">activation<\/a> point.<\/li>\n<li>Becoming an advanced user.<\/li>\n<\/ul>\n<h3>#6 \u2013 Add relevant touchpoints to your product journey map<\/h3>\n<p>Using the meeting scheduling tool example from above, a milestone is a goal achieved by successfully scheduling your meeting, while the touchpoints in this case are all the steps you take to accomplish this.<\/p>\n<p>If the milestone is a fully baked cake, the touchpoints are all the steps that went into baking it.<\/p>\n<p>Touchpoints are a necessary addition to your product journey map because they show you how users navigate them to achieve their goals. <a href=\"https:\/\/userpilot.com\/blog\/user-onboarding-checklist-tips\" rel=\"noopener noreferrer\">Onboarding checklists<\/a> are a great way to get users to each touchpoint in your product.<\/p>\n<figure id=\"attachment_242922\" aria-describedby=\"caption-attachment-242922\" style=\"width: 2880px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-242922\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/Onboarding-checklist-1.png\" alt=\"Onboarding checklist creation in Userpilot\" width=\"2880\" height=\"1622\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/Onboarding-checklist-1.png 2880w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/Onboarding-checklist-1-450x253.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/Onboarding-checklist-1-1024x577.png 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/Onboarding-checklist-1-768x433.png 768w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/Onboarding-checklist-1-1536x865.png 1536w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2022\/02\/Onboarding-checklist-1-2048x1153.png 2048w\" sizes=\"(max-width: 2880px) 100vw, 2880px\" \/><figcaption id=\"caption-attachment-242922\" class=\"wp-caption-text\">Onboarding checklist creation in <a href=\"https:\/\/userpilot.com\/userpilot-demo\/\">Userpilot<\/a><\/figcaption><\/figure>\n<h2>Product journey map tools you can use to improve customer loyalty<\/h2>\n<p>There are many tools companies use to create journey maps. Here are the best 6:<\/p>\n<ul>\n<li><a href=\"https:\/\/uxpressia.com\/\" rel=\"noopener noreferrer\"><strong>UXPressia<\/strong><\/a>: their main focus is helping you improve customer experiences with your product. Aside from being a dedicated product journey mapping tool with several templates, you can also use this tool for your company employee onboarding. They also offer integrations with Slack and the design tool Marvel.<\/li>\n<li><a href=\"https:\/\/miro.com\/\" rel=\"noopener noreferrer\"><strong>Miro<\/strong><\/a>: this is one of the most popular product journey map tools. With access to many preloaded templates, an easy UI, and a dedicated focus on <a href=\"https:\/\/userpilot.com\/blog\/product-education\/\">product education<\/a>, it makes it super easy for anyone to use.<\/li>\n<li><a href=\"https:\/\/lucidchart.com\/pages\" rel=\"noopener noreferrer\"><strong>LucidChart<\/strong><\/a>: if you use Google Sheets, you may want to go with this tool because LucidChart integrates smoothly with it.<\/li>\n<li><a href=\"https:\/\/conceptboard.com\/\" rel=\"noopener noreferrer\"><strong>Conceptboard<\/strong><\/a>: this is a recommended tool for remote teams. With this tool, you and your team can easily collaborate on creating product journey maps regardless of location.<\/li>\n<li><a href=\"https:\/\/smaply.com\/\" rel=\"noopener noreferrer\"><strong>Smaply<\/strong><\/a>: With Smaply, you can run multiple product journey maps across multiple roles and personas. This helps you compare and contrast and easily discover pain points in the journey flow.<\/li>\n<li><a href=\"https:\/\/flowmapp.com\/\" rel=\"noopener noreferrer\"><strong>FlowMapp<\/strong><\/a>: This is a UX tool that helps you visualize various types of flow maps such as site maps and product journey maps.<\/li>\n<\/ul>\n<h2>Conclusion<\/h2>\n<p>The success of your product lies in how much your users love and value it. If they see the value, they stay and you grow. If they don&#8217;t, they leave.<\/p>\n<p>Product journey maps reveal how users experience your product. They show you the user&#8217;s pain point with your product and how you can fix that to improve their experience.<\/p>\n<p>Want to build product experiences code-free and make the buying process quicker? <a href=\"https:\/\/userpilot.com\/userpilot-demo\" rel=\"noopener noreferrer\">Book a demo call<\/a> with our team and get started!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A product journey map shows how users experience and interact with your product\/service. Here, we cover why you need them, the types, and how to build one.<\/p>\n","protected":false},"author":51,"featured_media":242941,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[289],"tags":[52,143,85,421,422],"class_list":["post-11169","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-saas","tag-product-experience","tag-product-marketing","tag-saas","tag-user-journey-map","tag-user-journey-mapping"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What is a Product Journey Map and How to Build One<\/title>\n<meta name=\"description\" content=\"What is a product journey map? It shows how users interact with your product. 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