Explains how Alaska Airlines mapped customer experiences to support product-specific modules and continuing research.
People
Aubri Denevan
Ona Anicello
Methods
Journey MappingJourney mapping brings research about people’s experiences into a shared visual account of stages, actions, thoughts and feelings. It is useful when a service spans multiple steps, teams, places or touchpoints and you need to see where those parts fail to connect. Collect accounts from several users before mapping. Arrange their experiences over time, identify common stages and highlight problems and dependencies. Work with the team so the map informs decisions. Preserve meaningful differences between journeys rather than forcing every participant into a single path; revise the map as further research changes your understanding.