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journey map insights The main purpose of a journey map is to tell the story of the users experience with a focal point. Such a map starts with the initial touchpoint and goes throughout the duration of the relationship. Whether the focus is on the beginning or the end of the experience getting a feel for what customers are experiencing is key to understanding their feelings motivations and needs. Once the interviews surveys and shadowing of the customers is complete it is important to visualize the gathered informa- tion. Whether by way of infographic media or simple plotting on an axis visually representing the journey makes it easier to see where the journey can be improved. Perception of Quirkys site Opportunity to express ideas Decides to submit inventions Looks for information on how to submit ideas Interacts with community for tips on submitting ideas HIGH LOW