The process of creating a map forces conversation and an aligned mental model for the whole team. This shared vision is a critical goal of journey mapping, because, without it, agreement on how to improve customer experience would never take place.

Shared vision

- shared vision
- conveying information in a memorable and concise way 

University of Michigan - Ann Arbor

A customer journey map is a visualization of the process that a person
goes through in order to accomplish a goal tied to a specific business or product. It’s
used for understanding and addressing customer needs and pain points.
In its most basic form, journey mapping starts by compiling a series of user goals
and actions into a timeline skeleton. Next, the skeleton is fleshed out with user
thoughts and emotions in order to create a narrative. Finally, that narrative is
condensed into a visualization used to communicate insights that will inform design
processes

Customer journey mapping

World Leaders in Research-Based User Experience. (n.d.). Journey mapping 101. Nielsen Norman Group. Retrieved March 12, 2022, from https://www.nngroup.com/articles/journey-mapping-101/ 

Journey map

- An experience map is typically a parent to a journey map.
- journey map has a specific actor (a singular customer or user of a product) and specific scenario (of a product or service), while an experience map is broader on both accounts — a generic human undergoing a general human experience.
- experience map is used for understanding a general human behavior, while a customer journey map is specific and focused on a particular business or product.

Experience map vs. Journey map

- Actor
- Scenario & Expectations
- Journey Phases
- Actions, Mindsets, and Emotions
- Opportunities

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