Journey maps

A journey map question asks participants how each step of an experience felt, such as a shopping trip. They rate each step with one of five faces. You see each person's journey as a chart, and the average journey for the study. For the settings every question has, see Question types.

Add a journey map

1. Open a task from the Tasks tab.
2. Under Add a question, click Journey map.
3. Write the question, for example "How did your last online order feel, step by step?"
4. Choose how the steps are set (see below).
5. Click Save question.

Steps you set or steps participants write

Under Steps, choose one:

• Steps you set: every participant rates the same steps, so you see the average journey. Use this when the journey is the same for everyone.
• Participants write their own steps: each person names the steps in the order they happened. Use this for journeys that differ from person to person.

For steps you set:

• Type the steps in Add steps, one per line, in order.
• Each step can be up to 200 characters. A question can have up to 30 steps.
• Add at least two. Until you do, the question shows "Add at least two steps."
• To rename a step, change its text. To remove one, tick Remove.

For steps participants write, set Most steps a participant can write, from 2 to 12. The default is 8.

Notes on each step

Ask for a short note on each step is ticked by default. Participants then see a box under each step that says "What happened here? (optional)". A note can be up to 500 characters. Untick the box to ask for ratings only.

What participants see

Each step has five faces to choose from: Very bad, Bad, Okay, Good and Very good.

• With steps you set, they see your steps with the hint "Rate how each step felt, from very bad to very good."
• With their own steps, they see "Write the steps in the order they happened and rate how each felt." There are three empty steps to start. They tap Add a step for more, up to your limit. A step name can be up to 80 characters.

Before they send:

• With steps you set, once they rate one step they must rate every step. They see "Please rate every step."
• With their own steps, every step they write needs a face, and every face needs a step name. They see "Rate every step you wrote, and give each rated step a name."

Your steps are translated on the Translations tab, like answer options. Steps that participants write are kept as they wrote them. See Translate your study.

Answers in Responses

On the Responses tab, each journey answer shows a line chart of how each step felt. Under the chart you see the steps in order, each with its face, its name and the participant's note.

In the CSV export, the answer is one line per journey, for example "Paying: 2/5 (the card was declined)". See Export answers and highlights as CSV.

The average journey in Analysis

At the top of the Analysis tab, each journey map question that has answers gets its own card, called "Journey:" followed by the question. It shows the day, the task and how many participants answered. You see:

• A chart of the average feeling for each step, on the same 1 to 5 scale.
• A table with each Step, its Average, Felt bad (the share of people who chose Very bad or Bad) and Rated by (how many people rated it).

The step with the lowest average is marked Pain point when that average is below 3.5.

When participants write their own steps, steps with the same name are counted together. Capitals do not matter. The card shows the most common steps, up to 8, that at least two people wrote.

Test participants are only counted when there are no real answers yet. The card then says "(test participants only)". See Test participants.