Laying out the journey — Examples

Example 1 — Laying out one journey from five sessions

A broadband provider has five session notes from renters, and every planning meeting redraws the journey from the internal sales process instead. Build the one-page map for this one persona, from realising there is no working line to the first day of use, using the scope and the notes below.

Persona:  renter, moving next month, no existing account
Start:    realises the flat has no working line
End:      broadband live and used once
Excluded: upgrades, moving house, cancellation

Notes:    "I asked two friends who they use"
          "the postcode checker said no coverage, so I phoned"
          "I was 20 minutes on hold before anyone answered"
          "no confirmation, so I guessed the date"

Solution

Stage     Action                  Thought                    Pain point
Decide    asks two friends        "who has fibre here?"      slow, no clear answer
Compare   reads reviews, price    "is the cheap one good?"   price versus trust
Check     enters postcode         "will it cover my flat?"   checker rejects
Order     calls the call centre   "20 minutes on hold"       effort, delay
Wait      waits for installation  "when is it coming?"       no update

Every step comes from a quote, and the two hardest rows — the call and the wait — are the ones an internal process diagram omits. The scope line settles the first argument before drawing starts, because a map that stopped at payment would have hidden the missed date. The usual mistake is to draw the departments, then fill the pain column from memory instead of from a participant’s own words.