You’re probably all familiar with customer journey maps as a user research output and/or design tool. But their usefulness can also extend to the research process, especially when you are trying to understand user decision-making. That is, the journey map can be a useful visual tool for both participant and moderator in a one-on-one interview.
Journey maps can be used to map out users’ behaviour and delve into the beliefs, attitudes and emotions that underpin this behaviour. When coupled with some research techniques grounded in cognitive psychology, you have a very sound and rigorous approach to understanding your user’s decision-making.