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The User's Journey: Storymapping Products That People Love
Like a good story, successful design is a series of engaging moments structured over time. The User’s Journey will show you how, when, and why to use narrative structure, technique, and principles to ideate, craft, and test a cohesive vision for an engaging outcome. See how a “story first” approach can transform your product, feature, landing page, flow, campaign, content, or product strategy.
160 pages, Kindle Edition
First published January 1, 2016
214 people are currently reading
1238 people want to read
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Displaying 1 - 30 of 32 reviews
September 18, 2017
I feel a bit of guilt in just giving this just three stars. I thought the content was valuable. The narrative approach to user mapping or user journey maps - adds a lot. It adds a human element to a purchase funnel, it adds a bigger concept and story to an onboarding flow or email campaign. After the first few case studies and different types of stories - it felt like I was reading the same thing over and over again. But if it was any shorter, it could've been a blog post. Which doesn't really do the idea enough justice. So worth a read, at least through the first few chapters, if you want to get more out of your product, and design something that actually connects and helps people.
July 28, 2019
"Systems are complex. Human experiences are linear." This quote toward the end sums it up for me. We sense-make the world around us through stories. Appreciate the complexity of your product (website, app, etc.), but weave a linear thread around your complex system. The user is not bothered about the silos in your organisation - they want to complete a task(s), and good stories guarantee a great user experience. Splendid read!
September 13, 2017
A direct, short (less than 150 pages), and above all practical guide to story telling techniques in product / UX work. The first half gives us a taxonomy stories — Concept (big picture), Origin (how people become customers) & Usage (how people use the product) – a nice way to considering the audience and purpose of the story that you're telling. The second half gives practical tips for discovering, articulating & using stories in your work. Made me think. Recommended.
October 16, 2021
As a product manager, creating features and products that can excite people and improve their lives has always been one of the main goals of my job. In order to achieve this goal, I am constantly finding ways to understand users better and come up with better solutions to solve their problems.
Nowadays, there are many 'buzzy' tools in the market (e.g. design thinking, use cases etc.) that purport to help me do so. But this book goes one level deeper to highlight the fundamental principle underpinning all these tools - one that is not novel by any means but that all product creators would do well to remember: Humans make sense of the world using stories. We learn new things by weaving stories about them. We construct our memories in stories. We communicate and pass on knowledge in stories. We enjoy books, films, tv shows, music when they tell a good story. We enjoy using certain products in our daily lives because they help us achieve things and make us feel like a hero in our own story. So really, design thinking and use cases are just methodology (among others) that help us uncover the stories of our users.
The author then goes on to introduce the stages that make up every story's narrative arc: the exposition (the main character's current situation, where the story starts), the inciting incident (an event/problem that changes the main character's situation, giving them a want/need), rising action (events that occur as the main character seeks to overcome the inciting incident), crisis (the make-or-break problem that the main character faces in their journey), climax (when the main character successfully or unsuccessfully achieves their goals), falling action (the aftermath of the climax), and finally the end.
In the context of our user's life story then, the "rising action" stage is when users will typically encounter our product, because they are looking for tools to help them solve a problem/want/need ("the inciting incident"). Our product needs to successfully overcome other competitor products during the "crisis" stage and successfully help users to achieve their goals during "the climax". And our product should offer well planned "falling action" that will ideally keep users engaged on the product even after they successfully achieved their goals.
Now in order for our product to do all of the above, they need to be well designed. And how can we do that? You guessed it - more stories. The author elaborates on three main types of stories that we need to pay attention to when designing a good product:
1. The concept story i.e. our product's overall value proposition
2. The origin story i.e. how we get users to see the value of our product (the channels in which we reach out to them/promote ourselves)
3. The usage story i.e. how we get users to experience the value of our product (the user experience throughout the entire product)
Each story has their own narrative arc, often sharing the same exposition and inciting incident, but with different rising actions, crises, climaxes, falling action, and ends.
The whole book read like a story-ception, there were stories within stories within stories, but it's credit to the author writing that I was able to follow along without getting confused. I also appreciated that the author used real world examples from movies and tech industries (apple, twitter, slack etc.) to illustrate her points, as it really highlights how much thought and effort goes into every good product. In addition, I liked that the author always calls the user "she" instead of "he" in her examples - it was a refreshing change. The only negative point was that some portions in the book felt a little draggy, despite it being quite a short book.
Overall, a solid book that was well worth the time reading, especially for people who are interested in creation of any form.
Nowadays, there are many 'buzzy' tools in the market (e.g. design thinking, use cases etc.) that purport to help me do so. But this book goes one level deeper to highlight the fundamental principle underpinning all these tools - one that is not novel by any means but that all product creators would do well to remember: Humans make sense of the world using stories. We learn new things by weaving stories about them. We construct our memories in stories. We communicate and pass on knowledge in stories. We enjoy books, films, tv shows, music when they tell a good story. We enjoy using certain products in our daily lives because they help us achieve things and make us feel like a hero in our own story. So really, design thinking and use cases are just methodology (among others) that help us uncover the stories of our users.
The author then goes on to introduce the stages that make up every story's narrative arc: the exposition (the main character's current situation, where the story starts), the inciting incident (an event/problem that changes the main character's situation, giving them a want/need), rising action (events that occur as the main character seeks to overcome the inciting incident), crisis (the make-or-break problem that the main character faces in their journey), climax (when the main character successfully or unsuccessfully achieves their goals), falling action (the aftermath of the climax), and finally the end.
In the context of our user's life story then, the "rising action" stage is when users will typically encounter our product, because they are looking for tools to help them solve a problem/want/need ("the inciting incident"). Our product needs to successfully overcome other competitor products during the "crisis" stage and successfully help users to achieve their goals during "the climax". And our product should offer well planned "falling action" that will ideally keep users engaged on the product even after they successfully achieved their goals.
Now in order for our product to do all of the above, they need to be well designed. And how can we do that? You guessed it - more stories. The author elaborates on three main types of stories that we need to pay attention to when designing a good product:
1. The concept story i.e. our product's overall value proposition
2. The origin story i.e. how we get users to see the value of our product (the channels in which we reach out to them/promote ourselves)
3. The usage story i.e. how we get users to experience the value of our product (the user experience throughout the entire product)
Each story has their own narrative arc, often sharing the same exposition and inciting incident, but with different rising actions, crises, climaxes, falling action, and ends.
The whole book read like a story-ception, there were stories within stories within stories, but it's credit to the author writing that I was able to follow along without getting confused. I also appreciated that the author used real world examples from movies and tech industries (apple, twitter, slack etc.) to illustrate her points, as it really highlights how much thought and effort goes into every good product. In addition, I liked that the author always calls the user "she" instead of "he" in her examples - it was a refreshing change. The only negative point was that some portions in the book felt a little draggy, despite it being quite a short book.
Overall, a solid book that was well worth the time reading, especially for people who are interested in creation of any form.
October 2, 2019
Simple, direct, practical, human. These words are perfect for describing “The User's Journey: Storymapping Products That People Love”. In a very fit structure, Donna Lichaw describes, in a very simple way, how to use narrative structure (stories) for mapping a product.
Considering stories the most natural way for our brain to understand something, she uses this kind of structure to focus on the users, to identify their problems, to oppose to risks for finding the product's value proposition, and to use the same basis for different moments of a product's life.
The book is short but very complete in its proposal. All concepts are followed by real examples, and a fictitious example sews and ties all parts of the method, easing the full understanding.
For creating, identifying gaps or redirecting a product, Donna Lichaw's book brings this simple and assertive recipe using story mapping approach. In her own words: “I wish it were more complicated, but really is that simple.”
Considering stories the most natural way for our brain to understand something, she uses this kind of structure to focus on the users, to identify their problems, to oppose to risks for finding the product's value proposition, and to use the same basis for different moments of a product's life.
The book is short but very complete in its proposal. All concepts are followed by real examples, and a fictitious example sews and ties all parts of the method, easing the full understanding.
For creating, identifying gaps or redirecting a product, Donna Lichaw's book brings this simple and assertive recipe using story mapping approach. In her own words: “I wish it were more complicated, but really is that simple.”
July 14, 2018
I liked this book and found it very useful. Loved the images throughout and thought they did a nice job illustrating the concepts. The book dealt with the same theme in different contexts, so perhaps the sense of repetition was unavoidable. Still, I found myself wanting to flip through the pages of the usage chapter because it was so similar to the origin chapter.
I found myself wishing I could be in a room with the author, asking questions to see if I’m framing my software company’s “stories” in the most useful way, or if she had ideas or could point to what I was missing.
I think the ideas from this book are going to jump-start some good discussions with my team.
I asked my daughter why she scribbled on the cover, and she said she hadn’t. Hmm. But then I realized the scribble is part of the cover. I’d love to know the origin story of that scribble! :)
I found myself wishing I could be in a room with the author, asking questions to see if I’m framing my software company’s “stories” in the most useful way, or if she had ideas or could point to what I was missing.
I think the ideas from this book are going to jump-start some good discussions with my team.
I asked my daughter why she scribbled on the cover, and she said she hadn’t. Hmm. But then I realized the scribble is part of the cover. I’d love to know the origin story of that scribble! :)
October 9, 2017
Even when Jamie Levy, one of my favorite UX Strategists out there, says that journey mapping is a waste of time, understanding the process of storytelling, one of humanity's first form of communication tools, gives you a bird eye view of how a product concept or an interaction is being told and experienced from the user's perspective at granular level, plot point by plot point.
When you start thinking as a storyteller, you see stories everywhere. You will also start to apply reverse-engineering to products you love (or hate) to discover why are they successful (or not) to bring these models (or not) to your project or to grow your storytelling techniques.
When you start thinking as a storyteller, you see stories everywhere. You will also start to apply reverse-engineering to products you love (or hate) to discover why are they successful (or not) to bring these models (or not) to your project or to grow your storytelling techniques.
May 17, 2018
Helpful framework for thinking about user interactions throughout their lifecycle with your product.
I've used agile story mapping a la Jeff Patton, and empathy mapping based on customer funnels, but this narrative arc framework adds another dimension that I'm excited to incorporate into my work.
The writing style was easy to read and often made me smile. I could have used more specific examples and case studies - there are still some parts I'm not sure how to apply.
Tip: The images in the Kindle version were really poor quality. If you're also reading on Kindle, search for the Flickr album of the images so you can actually see the details.
I've used agile story mapping a la Jeff Patton, and empathy mapping based on customer funnels, but this narrative arc framework adds another dimension that I'm excited to incorporate into my work.
The writing style was easy to read and often made me smile. I could have used more specific examples and case studies - there are still some parts I'm not sure how to apply.
Tip: The images in the Kindle version were really poor quality. If you're also reading on Kindle, search for the Flickr album of the images so you can actually see the details.
July 9, 2019
In this book I found exactly what I expected to find in another book before: Storytelling For User Experience. I stumbled upon this book accidentally when I was sneaking around my colleague's desk looking for a book I borrowed him.
This month I will work on a user journey for our new product, so it was good luck to find it. I read it in few hours at the evening and took few notes and pictures, so tomorrow I can jump on this new challenge with my team.
It was a good refresh of already know concepts. And as usual for Rosenfeld's books - IT IS SHORT with as less bullshit as possible! Thank you for that guys.
This month I will work on a user journey for our new product, so it was good luck to find it. I read it in few hours at the evening and took few notes and pictures, so tomorrow I can jump on this new challenge with my team.
It was a good refresh of already know concepts. And as usual for Rosenfeld's books - IT IS SHORT with as less bullshit as possible! Thank you for that guys.
April 19, 2020
A great guide on how and why the use of stories should be woven into your products, including the ways users discover and use them thereafter.
I especially loved the idea that the goal is to make the user the hero of the story, not the product. It's not about what the product can do, it's more about what the users can do with your product. People don't care about your product or your brand, they care about themselves- how is it useful to them in their story.
Once reading this book you will start to see how story is used everywhere and in your own favorite products or brands. Donna also lays out the framework to start easily creating your own stories and how to integrate them into your everyday processes.
I especially loved the idea that the goal is to make the user the hero of the story, not the product. It's not about what the product can do, it's more about what the users can do with your product. People don't care about your product or your brand, they care about themselves- how is it useful to them in their story.
Once reading this book you will start to see how story is used everywhere and in your own favorite products or brands. Donna also lays out the framework to start easily creating your own stories and how to integrate them into your everyday processes.
June 9, 2017
A really fantastic concept/framework that is simple and powerful. Some people may not like the repetition in the application of 'story' to the product design process but I still enjoyed the entire book. I felt it ended a little on the weak side hence the 4-star review but I still highly recommend it for anyone looking to find interesting ways to align management/stakeholders and product/service design teams on what their customers want and how they can improve their offering to meet their needs.
April 1, 2018
Logical, fun and totally applicable
This book came to me at the perfect time. I’m working on a new product that seemingly has no boundaries but reading through this book and starting to apply concept, origin and usage stories to my thinking has helped me to shape, and more importantly, share the overall story of what the product is.
Written with a light touch and imbued with humour, this is both a fun and productive read.
Wish she would visit NZ!
This book came to me at the perfect time. I’m working on a new product that seemingly has no boundaries but reading through this book and starting to apply concept, origin and usage stories to my thinking has helped me to shape, and more importantly, share the overall story of what the product is.
Written with a light touch and imbued with humour, this is both a fun and productive read.
Wish she would visit NZ!
June 24, 2021
Personally think it can be a long blog post. It is good to give overall framework for the stories but it is not that useful for a designer like me with 3 years of experience. A lot of the stuff it takes about I kind of have to do it in my job anyways I guess I just didn’t give them names so I wouldn’t say I learned a lot other than the framework (three types of stories).
February 17, 2022
A great book with a decent framework for a philosophy of using Elements of Story in Product Development.
This book was great because encouraged me to view all the projects I work on through the lens of a story, and using those techniques to make something resonant in a language that humanity has been using since the dawn of time
This book was great because encouraged me to view all the projects I work on through the lens of a story, and using those techniques to make something resonant in a language that humanity has been using since the dawn of time
February 23, 2018
Informative guide on user journeys, stories and how to work them into your product design process. Mainly web focused case studies, but the concepts in this book are easy to dip into when needed and will provide a good reference for any UXers' library
May 7, 2018
I loved this book.
I've been always interested in telling stories, through words and through photography. This book is about designing products using Stories. It tells you exactly what to do, how to do it and how to keep doing the process.
I haven't enjoyed a book on product development as much as this one til now.
Donna is a great wrtier and I hope she can wrote another one :)
I've been always interested in telling stories, through words and through photography. This book is about designing products using Stories. It tells you exactly what to do, how to do it and how to keep doing the process.
I haven't enjoyed a book on product development as much as this one til now.
Donna is a great wrtier and I hope she can wrote another one :)
May 8, 2018
An invaluable concept, and one of the only books focusing on it. Having said that, the beginning is valuable and then other parts can be skimmed.
Also, it's weird that someone scribbled on the cover.
Also, it's weird that someone scribbled on the cover.
July 5, 2020
This is a wonderful book if your building products. It gives insight on different type of stories required at different phases. Gives good understanding woth examples. Worth reading to get insights on human aspects of things.
January 1, 2018
Started off extremely interesting, but then got a bit repetitive.
October 12, 2018
Simple. I now see stories everywhere at work.
November 4, 2018
really informative
February 18, 2019
This is the first book I've read on story mapping and I am quite impressed. The information was very straightforward. The pictures also helped in creating memories about the various concepts.
June 9, 2019
I will write something...I just do not know what yet!
September 1, 2020
Very quick and easy introduction to a storytelling practice with an easy to use framework at its heart. Chunks of the book felt repetitive, so it was quick to consume.
October 2, 2020
I wanted to like it but I didn’t get to engage with it. It was a three star reading. Not bad, but not impressive
May 3, 2023
While the book is informative, it’s also highly repetitive. I think it would’ve fit the format of an A Book Apart brief better.
August 14, 2025
It’s user’s journey, not user journey. Damn, apostrophe, you fooled me again!
March 11, 2019
Simple, practical, short, to the point book. The technique could be summarised in like an hour max, but still valuable. I could start using it for such tiny things as an email and internal presentation, or later setting an entire vision. Scales pretty well from micro-interactions of a feature to high level concept work. Plus, it helps designers in the sometimes difficult verbal communication with stakeholders, by providing an easy to adapt, ready-made framework.
March 11, 2021
User stories are fundamental for building products that customers love and this book explains in plain words and sentences what they are and where they come from, their own origin story :-)
I totally recommend this book for an intro to user stories, in theoretical level, to get to know all the different stages and how to build them.
I totally recommend this book for an intro to user stories, in theoretical level, to get to know all the different stages and how to build them.
June 8, 2016
New innovation tool
Storymapping is a great innovation tool not to design apps only but to design & innovate services.
Now, I added a new tool to my innovation box.
Storymapping is a great innovation tool not to design apps only but to design & innovate services.
Now, I added a new tool to my innovation box.
Displaying 1 - 30 of 32 reviews