User journey maps and service blueprints are often conflated. Both are visualisation tools for experience design, but they operate at different altitudes and serve different audiences.
User Journey Maps
A journey map follows a single persona through a specific scenario. It captures thoughts, feelings, touchpoints, and pain points from the user's perspective. It is an empathy tool designed to build organisational understanding of what users experience.
Service Blueprints
A service blueprint goes deeper. It layers in the organisational structure behind the experience ÔÇö the frontstage actions users see, the backstage actions that support them, and the supporting processes that enable everything.
