ONE THING on User Journey Maps and Roadmaps

A user journey map is a smart way of understanding the customer needs that populate a good roadmap. A journey map simply described the steps your customer takes to fulfill a need. The steps they take on that journey are opportunities to make the customer’s life better. Those opportunities go on your roadmap as themes.


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The journey for a customer of ride share service Lyft might start with a need to go from point A to point B. The steps might include:

  • Search for travel options

  • Choose a travel method

  • Book chosen travel method

  • Board the travel mechanism

  • Travel from point A to point B

…and so on.

Can you see ways to enhance this experience? Maybe booking takes too many steps and too much waiting. There’s a theme for your roadmap! See Chapter 5 of my book Product Roadmaps Relaunched to learn more. Do you use user journey maps? Tell me a story.