If an empathy map is a quick snapshot of your user, consider the as-is journey as the movie version.
Time and action are the primary differntiators between empathy maps and journey maps.

The goal of journey maps is to find user’s pain points or motivations and document them,
and they can be emotional, technological, process-based, or even physical.

Journey maps are divided into four lanes:
1. Phases
2. Doing
3. Thinking
4. Feeling

PHASES – Chapter titles of user experiences (e.g. Explore site, commit to purchase, active purchase, receive ticket).
DOING – These post-its tend to be very specific
THINKS – Sarah’s private inner thoughts: “I need to stay on budget.”
FEELS – User emotive terms: “Happy to attend Emma Con!”, “Frustrated with …”

Sarah’s Checkout Experience

• Lacks consistency (e.g. button language and placement).
• Lacks transparency (e.g. not knowing if items added to cart).
• Lacks assurance (e.g. no confirmation at a purchase).

Prioritize Pain Points

Use importance sticker to prioritize pain points.
And consider two factors when doing that:

1. Imprtance to the user.
   The more important the pain points, the more importance stickers we’ll see on it.
2. Drain on resources the solution would cost (i.e. how easy it is to implement).
   The more resources on the pain points, the simpler it’ll be to implement.

“Getting Caught in the Weeds”

An idiom that refers to being distracted by details and losing sight of the intended purpose, missing out on the larger purpose, moving into details too quickly, losing focus, etc.
When you get caught in the weeds, remember:
"You Are NOT Your User!"
This is about Stable Sarah’s needs.

Big Ideas – A Holistic and open-ended solution to a user’s pain based in motivation or needs.
Example: “The Uber of something… “, or “It’s sort of if Google and ___ teamed up…”
Feature – A prescriptive non-holistic respose to a user’s pain based in technology to immediate interface problems.
Example: “Imagine cars moving all over a map on screen with the distance formatted as time displayed above them.”
Vignette – a brief but descriptive depiction of events.

Another Journey Map Example