Customer Journey map which designers try to describe both online and the offline interactions when creating the user journeys. Presenting the context of use as well as the user’s emotional state while performing certain tasks is a lot, especially when analysing qualitative research data that the UX designer needs to interpret. And due to that, user journey creation turns into a very painful and time-consuming process.

But by dividing work in smaller chunks, these user journeys can detail the user’s steps throughout individual components rather than encompassing the whole application.

The component oriented approach that I am using is inspired by the Unified Modeling Language and starts from illustrating a small piece of functionality provided by the application. And this needed functionality can be detailed through a specific user journey.

And how? The sequence of actions and outcomes is represented through series of simple use-case diagrams showing the steps that the user makes in order to complete a goal.

Exploring use cases in order to create user journeys? Both use cases and user journeys have common ground, capturing interactions with an application. As user journeys focus on the user’s experience with the entire system, by breaking them down, we end up with series of use cases that are specific to sections of the application.

In reverse, by building on simple use cases, the designer can identify the current requirements. More than that, by extending them, new opportunities for further improvement appear, improving the customer’s experience overall.


  • Personas: a main user profile that illustrate the needs, goals, thoughts, feelings, opinions, expectations, and pain points of the user;
  • Timeline: a finite amount of time line or variable phases (e.g. awareness, decision-making, purchase, renewal);
  • Emotion: peaks and valleys illustrating frustration, anxiety, happiness etc.;
  • Touchpoints: customer actions and interactions with the organization. This is the WHAT the customer is doing; and
  • Channels: where interaction takes place and the context of use (e.g. website, native app, call center, in-store). This is the WHERE they are interacting.

The above key data which provides enough information to business people think about opportunities can bring into product and services.