Overview
A user journey map is a diagrammatic flow that visualizes how a user enters your site, engages with it, exits, as well as long-term loyalty and advocacy. It details the user's feelings, motivations, and goals.
The 5E framework is helpful for constructing a holistic user journey:
Entice — the trigger which leads a user into the funnel
Enter — what does the user immediately do?
Engage — what is the user trying to achieve?
Exit — how does the user achieve it?
Extend — what happens afterwards?
A great user journey map should be a constant source of truth for product teams to reference. However, they should also adapt over time as qualitative & statistical data is collected to affirm or deny assumptions made in the map.
