Journey Map


A Journey Map shows an user’s experience over time. The experience is made up out of different components such as the actions of the user, the actions of the stakeholders, their emotions, the location & spaces, the sounds and smells etc. Through a journey map, the underlying process will also become clear although the goal is not to map a process; it’s goals is to show the human side of the process; the experience of people involved. 

For the Singapore National Eye Center we visualized the complex patient journey over time, for patients as well as care professionals. Once we understood the experience and started visualizing, we realized that the patient and care staff experiences were quite opposite to each other. Because we started visualizing our findings, insights emerged and gaps and opportunity areas became clear.