1 00:00:00,000 --> 00:00:04,618 [MUSIC] 2 00:00:04,618 --> 00:00:09,750 In the previous stage, we learned how to create and read an empathy map. 3 00:00:09,750 --> 00:00:14,480 The empathy map was a snapshot into our user's overall character, but 4 00:00:14,480 --> 00:00:18,860 in this stage, we'll move into a more specific experience. 5 00:00:18,860 --> 00:00:24,260 Time and action will be the big differentiators between our empathy map 6 00:00:24,260 --> 00:00:26,655 and our user's as-is-journey. 7 00:00:27,820 --> 00:00:32,340 This journey map is a means of documenting a user's particular experience 8 00:00:32,340 --> 00:00:34,990 from start to finish. 9 00:00:34,990 --> 00:00:38,830 Journey maps vary from practitioner to practitioner, but 10 00:00:38,830 --> 00:00:44,790 all journey maps seek to find a user's pain, their motivations. 11 00:00:44,790 --> 00:00:48,580 Or they seek out design opportunities to improve the experience. 12 00:00:49,810 --> 00:00:52,450 Our journey map will be broken into four lanes, 13 00:00:52,450 --> 00:00:56,980 phases, doing, thinking, and feeling. 14 00:00:56,980 --> 00:01:01,050 We'll go deeper into each of these links throughout this stage of lessons. 15 00:01:01,050 --> 00:01:06,500 But before we can do that, we need to define the concept of a pain point, 16 00:01:06,500 --> 00:01:10,360 because that's ultimately what we're looking to find with the journey map. 17 00:01:10,360 --> 00:01:13,840 Pain points are blockers in a user's experience. 18 00:01:13,840 --> 00:01:18,976 These may be emotional, technological, process-based, or physical. 19 00:01:18,976 --> 00:01:23,150 And the severity of pain will vary with each example. 20 00:01:23,150 --> 00:01:28,680 It's worth noting the pain points that are exposed in your user's journey may exist 21 00:01:28,680 --> 00:01:34,610 due to issues within a team dynamic, but it is important to address them. 22 00:01:34,610 --> 00:01:38,870 Otherwise, your user will continue to struggle through the journey 23 00:01:38,870 --> 00:01:40,760 that your team is responsible for. 24 00:01:42,060 --> 00:01:45,130 We'll begin mapping out journey in the next video.