📚 Author: Sarah Gibbons
📅 Published: 2017 & 2021
This article should be required reading for any team tempted to make a journey map in a vacuum.
It does a GREAT job of outlining the key mapping tactics that are most used and also helps give you a clear understanding of what we use at what stage of the design process.
I’ve both made and seen teams make beautiful diagrams that sit untouched because we didn’t build it for the right moment or purpose.
This cheat sheet reminds us to ask: Why are we mapping? Who is it for? And what are we trying to learn or communicate?
It also gave me the confidence to choose the “right-sized” map — not just the fanciest one. Sometimes all you need is an empathy map or a journey slice to move forward.
“UX maps help externalise knowledge to build shared understanding.”
UX mapping is not one-size-fits-all.
Each type of map serves a different purpose depending on your project stage and audience.
The map isn’t the insight — it’s the conversation tool.
The real power of mapping is in how it aligns your team and uncovers gaps.
Choosing the wrong map = wasted time.
Many teams use the wrong method just because it's trendy. This cheat sheet helps you match the map to the moment.