Opportunities (along with additional context such as ownership and metrics) are insights gained from mapping; they speak to how the user experience can be optimized. It answers the following questions:
- What needs to be done with this knowledge?
- Who owns what change?
- Where are the biggest opportunities?
- How are we going to measure improvements we implement?

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

Key Components of a Journey Map

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

The persona or user who experiences the journey. The actor is who the journey map is about — a point of view. Provide one point of view per map in order to build a strong, clear narrative.

1) Actor

The scenario describes the situation that the journey map addresses and is associated with an actor’s specific expectations. Journey maps are best for scenarios that describe a process (thus involve a set of transitions over time) or involve a sequence of events.

2)Scenario & Expectations

Journey phases are the different high-level stages in the journey. They provide organization for the rest of the information in the journey map (actions, thoughts, and emotions). The stages will vary from scenario to scenario; each organization will usually have data to help it determine what these phases are for a given scenario.

3) Journey Phases

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.

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