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What are the components of a user journey map in Engineering Design?

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A user journey map is a visual tool that helps you understand how your users interact with your product or service, from their initial goals and needs to their final outcomes and emotions. User journey mapping is a key skill in engineering design, as it helps you empathize with your users, identify their pain points and opportunities, and design solutions that meet their expectations and enhance their experience. In this article, you will learn about the main components of a user journey map in engineering design, and how to create one for your own project.

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Damiete Horsfall

Systems Engineering Specialist, CSEP

1 User personas

A user persona is a fictional representation of your ideal user, based on real data and research. A user persona helps you define who your user is, what they want, and why they use your product or service. A user persona typically includes demographic information, behavioral traits, motivations, goals, frustrations, and scenarios. You can create one or more user personas for your project, depending on the diversity and complexity of your user base.

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Damiete Horsfall

Systems Engineering Specialist, CSEP
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The user persona is more popularly referred to as a Avatar, which refers to your ideal user, or categorized groups of users that might use your product or service.

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2 User stages

A user stage is a high-level phase of the user's journey, from their initial awareness of your product or service to their loyal usage or advocacy. A user stage helps you organize and structure your user journey map, and align it with your business objectives and value proposition. A user stage typically includes a name, a description, and a goal. You can define as many user stages as you need, depending on the scope and length of your user journey.

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3 User actions

A user action is a specific task or activity that the user performs in each stage of their journey, to achieve their goal or satisfy their need. A user action helps you illustrate and understand what the user does, how they do it, and where they do it. A user action typically includes a verb, an object, and a context. You can list as many user actions as you need, depending on the level of detail and granularity of your user journey map.

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Damiete Horsfall

Systems Engineering Specialist, CSEP
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A technique that can be helpful in fleshing out user actions is creating Use Cases. Specifically, within the framework of MBSE, Use Case diagrams can be particularly useful. Each use case would represent the 'goal' of the user, within the context of their usage or interaction with your product or service (the system of interest). They would take the format of 'verb-noun', for example, say your system is an ATM, then "Check Deposit" could be a use case because it represents a goal of the user as they interact with the system. Further user actions may then be derived from that goal. As you can imagine, there can be multiple goals, and hence, multiple use cases.

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4 User thoughts

A user thought is a statement or a question that reflects what the user thinks in each stage of their journey, in relation to their actions and goals. A user thought helps you capture and communicate the user's perspective, assumptions, expectations, and beliefs. A user thought typically includes a quote, a question, or a hypothesis. You can write as many user thoughts as you need, depending on the depth and complexity of your user journey map.

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5 User emotions

A user emotion is a feeling or a sentiment that the user experiences in each stage of their journey, as a result of their actions and thoughts. A user emotion helps you measure and evaluate the user's satisfaction, frustration, delight, or pain. A user emotion typically includes a word, a phrase, an emoji, or a scale. You can express as many user emotions as you need, depending on the intensity and variability of your user journey map.

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Damiete Horsfall

Systems Engineering Specialist, CSEP
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It might be challenging to accurately represent the emotions of your intended users. This is where ethnographic research comes in handy. This is the process of studying participants who represent your user groups, in order to understand their motivations, gripes, sentiments, etc., as it pertains to the solution you are providing, relative to the problem.

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6 User opportunities

A user opportunity is a gap or a problem that the user faces in each stage of their journey, that can be addressed or solved by your design solution. A user opportunity helps you identify and prioritize the user's needs, challenges, and pain points, and generate ideas for improvement. A user opportunity typically includes a statement, a question, or a suggestion. You can highlight as many user opportunities as you need, depending on the potential and feasibility of your user journey map.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the components of a user journey map in Engineering Design?

1

2

3

4

5

6

7

1 User personas

2 User stages

3 User actions

4 User thoughts

5 User emotions

6 User opportunities

7 Here’s what else to consider

Engineering Design

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What are the components of a user journey map in Engineering Design?

1

2

3

4

5

6

7

1 User personas

2 User stages

3 User actions

4 User thoughts

5 User emotions

6 User opportunities

7 Here’s what else to consider

Engineering Design

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