What does a user journey map help identify?

A user journey map is a visual representation of the user's experience with a product or service. It outlines the steps a user takes to achieve a specific goal, highlighting various touchpoints and interactions along the way. The primary purpose of a user journey map is to identify pain points — areas where users experience difficulties, frustrations, or obstacles. By mapping out the journey, designers can pinpoint these issues and explore improvement opportunities, which can lead to a more efficient and satisfying user experience.

The focus of a user journey map is on the user's emotional responses, behaviors, and interactions rather than on market trends, technical specifications, or demographics alone. Understanding the user’s experience through pain points enables teams to improve product functionality, enhance user satisfaction, and drive overall success. This makes it a vital tool for UX designers who aim to create user-centered designs.