Understanding and Using a Journey Map

Journey maps are documents that visually illustrate the particular range of activities of a Guest over time. Many journey maps plot the entire course of a Guest’s relationship with an organization – all of the steps that Guests take as they discover, evaluate, attend, access, use, get support, and leave – or re-engage – the church. Others zoom in to just one particular part of the journey.

The scope of the journey map, the exact visualization, and the degree of detail it contains vary based on how the organization wants to use it.

Jonathan Browne, Forrester Research

At Auxano, our version of a simple journey map is called “The Seven Checkpoints.” We believe the first place to start is to imagine seven checkpoints for your guest. Think of the checkpoints as “gates” or even “hurdles” that any first time Guest must navigate to get from their comfy family room to your worship service.


With every gate comes a simple question: Has the church removed the inherent difficulty of navigating the gate for the first time? 

More specifically we look for every opportunity to make each gate simple, easy and obvious to navigate.

The Seven Checkpoints

#1 Before Departure: Are directions and service times immediately accessible to Guests from your church website, phone recording and yellow pages (yes – they’re still around!)?

#2 Travel to Location: Do Guests know where to turn into your church location?

#3 Parking Lot: Do Guests know where to park?

#4 Building Entrance: Do Guests know which door to enter?

#5 Children’s Ministry: Do Guests know where to take their kids?

#6 Welcome Center: Do Guests know where to go for more information?

#7 Worship: Do Guests know which door to enter?

These seven checkpoints can be plotted on a graph that illustrates how your Guest ministry is doing: is it simple, easy and obvious where your hospitality creates a WOW! or is it complex, confusing, and frustrating where your Guests cry out “Someone help me now?”

Any particular difficulties created by your location or facility should be viewed as hospitality opportunities. By providing a great solution to an obvious barrier, you enhance the wow-factor of the hospitality.

Have you ever considered creating a journey map for Guests coming to your church?

Part 3 of a multi-part series based on the book Outside In

Outside In

These posts “translate” the world of customer experience to the language and setting of Guest Experiences in the church.


>> Read Part 2