Journey Mapper
Describe who your visitor is and what they want, then fill in each stage of their journey. The mapper builds a plain text summary and flags every stage where you have no evidence.
Short answer
Enter the visitor, their goal and up to eight stages. For each stage, note the visitor's goal, what they do, their doubts and the evidence you have. Select Build the summary, then download or copy the text. Nothing is sent or stored.
On this page
Exporting needs JavaScript. You can still map a journey on paper with the same structure. For each stage, write down four things.
- Visit: visitor goal, what they do, questions or worries, evidence you have.
- Explore: visitor goal, what they do, questions or worries, evidence you have.
- Consider: visitor goal, what they do, questions or worries, evidence you have.
- Take action: visitor goal, what they do, questions or worries, evidence you have.
How to fill in the mapper
Start with the three questions at the top. Give the journey a short name, such as "First quote request" or "Returning customer reorder". Describe the visitor in a sentence that includes their situation, not just a demographic, for example "a homeowner comparing two contractors on a phone during a lunch break". Then state what they want to get done in their own terms.
The mapper begins with four stages: Visit, Explore, Consider and Take action. Rename them to match your journey. A software trial might use Discover, Evaluate, Sign up and First use. A local service might use Search, Compare, Contact and Book. You can add stages up to a total of eight, and remove any you do not need.
For each stage, fill in four fields:
- Visitor goal at this stage. What the visitor is trying to achieve right now, which is narrower than their overall goal.
- What they do. The actions they take on your site and elsewhere, such as reading reviews or asking a partner.
- Questions, doubts or friction. What slows them down or makes them hesitate.
- Evidence you have for this. Where your belief comes from: a usability session, an interview, analytics, support tickets or simply a team assumption.
Why the evidence field matters
The evidence field is the most important part of the mapper. Journey maps built in a meeting can look authoritative even when every entry is a guess. By asking for evidence at each stage, the mapper makes the difference between knowledge and assumption visible.
When you build the summary, the mapper counts the stages with no evidence listed and adds a note telling you to treat them as assumptions to test. Those stages are the best places to start research, because that is where the team's picture is least reliable. Our journey mapping service uses the same principle: every entry on the final map carries a source label.
Reading the summary
The summary is plain text so that it pastes cleanly into documents, tickets and emails. It lists the journey name, the date, the visitor, their goal and each stage with its four fields. Blank fields are shown as "(blank)" so that gaps stay visible. Download it as a TXT file or copy it to the clipboard.
A useful next step is to read each stage's doubts and friction aloud with your team and ask which ones the current site addresses. Anything it does not address can go straight into the improvement planner for ranking.
Privacy and accessibility
The mapper runs entirely in your browser. Nothing you type is sent to a server or saved in cookies or local storage, so refreshing or closing the tab clears your work. Export before you leave.
Every field and button can be reached with the Tab key and used with the keyboard alone. Stage headings update as you add or remove stages, and status messages are announced to screen readers. If you find a problem using the mapper with your setup, please email hello@uxnotivo.online.
Using the journey mapper
How many stages should a journey have?
Four to six stages cover most website journeys. Fewer than three can hide important differences, and more than eight becomes hard to act on, which is why the mapper stops at eight.
Can I save my map and come back later?
Not inside the tool, because it stores nothing. Download the text file and keep it with your project notes. You can paste the contents back into the fields later if needed.
Should I map the ideal journey or the current one?
Map the current journey first, as it really happens. The gaps between the current journey and the one you want are where improvements come from.