Research & Evidence
A journey map is only as good as the data that informs it. This lesson covers how to collect both qualitative and quantitative evidence.
Primary research
- Interviews: ask open ended questions and capture quotes; probe for emotions and context
- Diary studies: capture user behavior over time for deep insight into context
- Usability tests: highlight friction points in the flow
Secondary research
- Analytics (drop-offs, funnels) to show where things break down
- Customer support tickets and transcripts
Tip: Capture quotes
A good journey map ties claims to evidence. Capture 3–5 user quotes that represent the most impactful pain points.
Practical exercise
Collect the following:
- One typical user interview transcript snippet (1–2 paragraphs)
- A screenshot of a funnel drop-off from analytics (or a summary stat)
- A log of one support ticket or complaint
These will be used in the Case Study in Lesson 7.