Journey maps visually illustrate a member’s needs, the series of interactions they face in order to meet those needs, and what kinds of emotions the member is feeling during each of those interactions. Knowing and addressing the pain points of your member’s experience is how you can make the most effective changes.

You need a list of goals that a member might be using your website to achieve. Study a series of real member experiences based on this list of goals and create the map. This is the kind of project where sticky notes on a wall can come in handy. Then map out what an ideal experience would be. How can your website be redesigned to match this ideal experience?

Here’s a great example of a journey map of a customer looking for broadband service. While it doesn’t focus specifically on a website experience, it gives you an idea of how a visual map can help you understand user experience and what areas are in critical need of attention.

Need some help understanding how to make your members’ journey better? Let us know!