These are behaviors, thoughts, and feelings the actor has throughout the journey and that are mapped within each of the journey phases.

• Actions are the actual behaviors and steps taken by users. They are a narrative of the steps the actor takes during that phase.
• Mindsets correspond to users’ thoughts, questions, motivations, and information needs at different stages in the journey, ideally the customer verbatims from research.
• Emotions are plotted as single line across the journey phases, signaling the emotional “ups” and “downs” of the experience and telling us where the user is delighted versus frustrated.