User Journey

The user journey facilitates the “journey” through a public offered service as one comprehensive experience seen through the eyes of the user. The user journey can visualize a single service and simultaneously make the interactions with other public authorities clear, and thus reveal any need for cooperation across public sectors in the further development of the service. The method provides a visual overview of the specific incidents that takes place, the authorities and people that the user is in contact with, as well as the user’s experiences. In this manner, the journey through the public service is conveyed as one complete experience seen from the view of the user.



Who is your user? Choose your main users for a given service. See Target Group Mindset.


Meet your user, and get the user to describe his experience with the service. Here, we use a timeline as a starting point. Place a piece of flip chart paper on the table and draw a horizontal line or print a user journey template. This is your timeline, and on this you can place events in chronological order beneath the line and reflections / quotes pertaining to the experiences over the line.


During the conversation, the following should be covered: Course of events. Possibly before, during and after the actual service. Contact reach: Which people and organizations they have been in contact with? Through which channels did the contact happen: Phone, web, personal meetings, letters? Key moments: Which 2-3 moments in user journey did the user see as the most important?


Notation and presentation of the user journey. In order to structure and communicate points from the conversation with the citizen as clearly as possible, it can be a good idea to type up the user journey. Introduce your user to the template Who is Your User? And use our User Journey template and Pictograms to illustrate the user journey. Use the pictograms to mark the places on the journey that has great emotional significance or contain a realization for the user.