vic_logo

Output

A journey map that describes a vision for the user experience you want to create.

Outcomes

  • When used alongside a current state journey map, you can perform a gap analysis and then plan a program of design sprints to make the changes required to reach the vision.
  • When combined with user scenarios, a future-state journey map can be used to bring a user experience vision to life.

Use when

  • You want to define and communicate how people should experience your service or product over time.
  • You want to build a strategy or a vision for the future.
  • You’re prototyping and you want to try to test, validate and define a vision for the future that is desirable.
  • You want to perform a gap analysis to help figure out the amount of work required to reach the vision.

Tips

Future-state journey maps are most practical when they reflect a single persona’s journey. If you have multiple market segments – each with a different persona who will take a different path or journey – it’s useful to create a unique future-state journey map for each persona, especially if you intend to tailor the user experience for each market segment.

Key terminology

Step: A specific action or activity a user does to achieve a goal such as contact the call centre or download a form.

Channel: Ways a user interacts with a service provider such as call centre, app, online or face-to-face.

Touchpoint: The intersection between a step and a channel (an action and a method) such as downloading the form online.

Stage: A phase or a group of steps the user goes through to achieve their goal such as search or register.

Gap analysis: An analysis of the differences between the current state and the vision for the future, to see what changes need to be made to achieve the vision.

Reviewed 15 April 2020

Was this page helpful?