User Journey Map
A visual representation of the path a user takes through a product, from first action to goal completion.
Definition
A user journey map in product analytics is a visual graph of the actual navigation path users take through an app - showing screens visited, actions taken, back-navigations, detours, and exit points. Unlike a funnel (which assumes a linear sequence), a journey map shows the real messy path users take, including back-steps, repeated visits to the same screen, and alternative routes to the same outcome. Journey maps are used to identify unexpected behavior: screens users visit before dropping off, common detours that indicate confusion, and navigation patterns that correlate with activation.
→ In practice
"The journey map showed that 23% of users who dropped off at the 'profile setup' step had actually navigated back to the 'plans' screen first. That told us they were checking pricing before committing to setup - so we added pricing context directly on the profile screen."
Common questions
What is the difference between a user journey map and session replay?
Session replay shows a video recording of a specific user's actions. A user journey map aggregates path data across all sessions to show the most common navigation patterns and where users exit. Journey maps show population behavior; replays show individual behavior.
How is a user journey map different from a flow chart?
A flow chart shows the intended path. A user journey map shows the actual path users take - including steps the product team didn't anticipate. The gap between the two reveals assumptions that are wrong.
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