Nice-to-haves Now that you have the base of your journey map, you can add in extra details that make the most sense for you and your project. ​ 8. Amount of time ​​ What it is: Indicate the amount of time each step requires. Examples of timing: 30 seconds, 5 minutes, 24 hours, 2 weeks (any increment of time!). Why include: See where you can optimize and decrease the amount of time something takes. ​ 9. Opportunities ​ What it is: On journey maps that show the current state, we often like to list potential improvements or opportunities. If your list gets long, you may need to list them elsewhere, but it’s often helpful to start writing down ideas early. Examples of opportunities: User experience, functional, or strategic improvements. Why include: Identify areas of improvement, define your next steps, or even add tasks to your to-do list or backlog. ​ 10. People & environment ​ What it is: It may be helpful to list out who the user is interacting with or where they are when they are making their actions. These can directly impact their journey and make it more positive or negative. Example people/environment: A Customer Service Representative, a crowded metro train, a line of people Why include: If we can pinpoint what these influencers are, then we might get a deeper understanding of why the user might feel a certain way or what they might be going through while taking their actions. ​ 11. Value to customer ​​ What it is: Any positive outcome that the user might gain from that step in their journey. Example of customer value: Feels listened to, Gets a deeper understanding of the organization’s brand Why include: Though this may not be relevant for each action the user takes, it can be helpful to outline any potential value there might be for the user, so that the only value they receive isn’t just at the end but is throughout the process. ​ 12. Value to organization ​​ What it is: Any positive outcome that the organization might gain from that step in the user’s journey. Example of organizational value: Building brand awareness, increasing newsletter list Why include: This can be particularly helpful for organizations who are outlining a longer, more complex journey map, so that they can focus on one section at a time and see how it might positively impact the organization. This can be a point to focus on in future-state maps specifically, where improving the journey can create more value to the organization. ​ The finished product ​ Journey maps take many forms. The look and feel varies greatly depending on the project and the purpose of each journey map. Some journey maps may highlight or emphasize certain aspects over others (i.e. if you know that people have been having negative emotional reactions, you may choose to emphasize the thoughts and feelings row).