Design thinking resource
Representations of an end-to-end experience that allow teams to explore how people move through a product, service or system over time.
People rarely experience products and services as isolated moments. Instead, their experiences develop over time through a series of interactions.
Journey prototypes help teams understand these experiences as connected sequences rather than individual events. This broader perspective often reveals challenges that might otherwise be overlooked.
The result is a more holistic view of user needs and expectations.
Some interactions have a disproportionate impact on people's experiences.
Journey prototyping helps identify critical moments, emotional highs and lows, friction points and opportunities for improvement. Understanding these moments helps teams invest effort where it will create the greatest value.
This creates more thoughtful and human-centred experiences.
Journey prototypes allow teams to test and compare alternative experiences before implementation.
By visualising different scenarios, teams can examine how changes may influence outcomes and identify ways to improve the overall experience.
The journey becomes a platform for learning and innovation.
Put the method to work
Identify the journey being explored.
Describe interactions, actions and touchpoints.
Examine thoughts, feelings and behaviours throughout the journey.
Identify opportunities to strengthen outcomes.
Why it matters
View experiences as connected systems.
Focus on moments that matter most.
Identify issues before implementation.
Create solutions that better support users.
Continue exploring
Explore role play as a tool for experimentation and learning.