By the end of this lesson you can
- Use an empathy map to summarise what one user type says, thinks, does and feels.
- Build a current-state journey map from research.
- Identify pain points and opportunities across a whole experience, not just one screen.
The idea
Maps help teams see research as a whole rather than as a pile of quotes.
Empathy maps
An empathy map divides a page into four areas: what a user says, thinks, does and feels. It is a quick way to summarise research about one user type and to notice contradictions, such as someone who says they compare prices but in practice always buys the first option. Keep it grounded: fill it from real notes, not imagination.
Journey maps
A journey map shows the steps someone goes through to reach a goal, over time and across channels: searching online, calling, visiting, using the app, receiving a letter. For each stage you record what the person does, thinks and feels, and where things go wrong.
A current-state journey map shows what happens today, based on research. A future-state map shows what you want to happen. Start with current state; it is what reveals the problems.
Pain points and moments that matter
The most valuable output is the list of pain points (where people struggle) and moments that matter (where the experience makes or breaks trust). Often the biggest problems happen between screens or outside the product entirely, such as waiting for a confirmation email that never comes.
Why it matters in real projects
Teams usually own a slice of an experience: one app, one page, one form. Users experience the whole thing. Journey maps show how slices connect, reveal problems that fall between teams, and help everyone agree on where to focus. Empathy maps give a fast, shared picture of a user type before design starts.
A realistic example
A car insurance company maps the claim journey of drivers after a minor accident, based on twelve interviews. The stages are: accident, reporting, waiting, repair, payout.
The app scores well at reporting. But the map shows that the worst moments come during waiting: people hear nothing for days, phone the call centre repeatedly and start to fear the claim was lost. Emotions drop to their lowest point there, not in the app.
The team designs proactive status updates at each step of the claim. Calls to the centre fall, and the next round of interviews shows much less anxiety, even though the repair takes the same time.
Step by step
Pick one user type and one goal
A journey map works best for a single persona achieving a single outcome.
List the stages
From first trigger to the end of the experience, including steps outside your product.
Fill each stage from research
Record actions, thoughts, feelings and channels used.
Draw the emotional curve
Plot how the person feels across stages to show highs and lows.
Mark pain points
Highlight where people struggle, wait or give up.
Write opportunities
For each major pain point, write a "How might we..." question.
Common mistakes
Mistake Mapping the journey the business wishes users took.
Instead Base current-state maps on observed behaviour, including messy workarounds.
Mistake Only mapping screens.
Instead Include phone calls, emails, waiting and conversations with other people.
Mistake Making a beautiful map nobody uses.
Instead End with prioritised opportunities and owners.
Check your understanding
Choose an answer, then check it. There is an explanation either way.
Practice exercise
Exercise · about 1 h
Map a real journey
Map the journey of renting a flat, from deciding to move to the first week living there, using interviews with two people who moved recently.
Steps
- List six to eight stages.
- For each stage, note actions, thoughts, feelings and channels.
- Draw an emotional curve.
- Mark three pain points and write a "How might we" question for each.
Deliverable
A one-page current-state journey map with opportunities.
Self-assessment
Tick each item when it is true of your exercise. Be honest; this is for you.
4 items
Summary
- Empathy maps summarise what a user type says, thinks, does and feels.
- Journey maps show an experience over time and across channels.
- Start with current state to find real pain points.
- The value of a map is in the opportunities it leads to.
Further reading
Third-party sources, chosen for reliability. They open in a new tab.
- Journey mapping 101 (opens in a new tab)Nielsen Norman Group
- Empathy mapping: the first step in design thinking (opens in a new tab)Nielsen Norman Group
Your notes
Marking complete updates your course and roadmap progress.