Key Terms Used in Persona and Journey Map Building
Touchpoints- Any interaction point from beginning to end of the process/ product lifespan
Example: Touchpoints for a water bottle company may include: TV ads, social media, aisle displays, customer
service calls, brand ambassadors, emails, word of mouth, etc.
Cross functional design- A design that can accommodate groups of varying goals
Example: A cross functional designed classroom might have modular tables that allow for sitting or
standing, can be pushed together for group work or split up for individual work.
User Demographic- Who is using/ is planned to be using the service/ product
Example: Axe deodorant’s user demographic includes: middle school boys, body builders, etc.
User Experience- How the user feels and reacts to touchpoints along a journey map, and the overall journey
Example: A user experience with self checkout might include satisfaction with the line length, frustration
with bagging, and impartiality to paying.
Persona- A character
Example: See Persona Page
Archetype- A typical example of something or someone
Example: Spiderman is an archetype hero: a tragic backstory, pure of heart motive, and accidental powers.
Pain points- A frustration, an inconvenience, a difficulty, an obstacle etc
Example: A pain point when using markers is that the ink does not come out of clothes. Another could be
that it becomes dried out if it is not stored cap side down.
Scope- The relevant area of focus
Example: The scope of an oven may be just the electrical components. The scope of a kitchen may be the
oven, microwave, and fridge’s electrical components.
Attributes- Individual quality of a user or touchpoint
Example: A user attribute might be arthritic hands or sensitive smell. A touchpoint attribute might be a
fingerprint resistant surface or anti-glare screen.
Simulation- a modeled walk through of a situation or process. Often personas and place holders are used
Example: Spies might simulate a mission by using action figures and maps of the mission area in order to feel
out who needs to do what and if there are any back up plans.
Example: Touchpoints for a water bottle company may include: TV ads, social media, aisle displays, customer
service calls, brand ambassadors, emails, word of mouth, etc.
Cross functional design- A design that can accommodate groups of varying goals
Example: A cross functional designed classroom might have modular tables that allow for sitting or
standing, can be pushed together for group work or split up for individual work.
User Demographic- Who is using/ is planned to be using the service/ product
Example: Axe deodorant’s user demographic includes: middle school boys, body builders, etc.
User Experience- How the user feels and reacts to touchpoints along a journey map, and the overall journey
Example: A user experience with self checkout might include satisfaction with the line length, frustration
with bagging, and impartiality to paying.
Persona- A character
Example: See Persona Page
Archetype- A typical example of something or someone
Example: Spiderman is an archetype hero: a tragic backstory, pure of heart motive, and accidental powers.
Pain points- A frustration, an inconvenience, a difficulty, an obstacle etc
Example: A pain point when using markers is that the ink does not come out of clothes. Another could be
that it becomes dried out if it is not stored cap side down.
Scope- The relevant area of focus
Example: The scope of an oven may be just the electrical components. The scope of a kitchen may be the
oven, microwave, and fridge’s electrical components.
Attributes- Individual quality of a user or touchpoint
Example: A user attribute might be arthritic hands or sensitive smell. A touchpoint attribute might be a
fingerprint resistant surface or anti-glare screen.
Simulation- a modeled walk through of a situation or process. Often personas and place holders are used
Example: Spies might simulate a mission by using action figures and maps of the mission area in order to feel
out who needs to do what and if there are any back up plans.