Citizen Journey
Map behavior, not org charts.
The question
Where do citizens drop off, and why?
Not a service blueprint
Traditional journey maps follow organizational silos: intake, processing, fulfillment. Citizen Journey maps follow actual behavior, from first need to completed outcome, including offline moments and trust signals.
What to map
- Need: What triggers the citizen to seek service?
- Discovery: How do they find the right channel?
- First impression: Do they trust it in the first three seconds?
- Effort: How many steps to completion?
- Drop-off points: Where do they abandon, and what do they do instead?
- Outcome: Did they get what they needed?
- Return: Would they use it again?
Use when
Redesigning a portal, app, or multi-channel service. Before adding features. After a launch that underperformed. When call center volume has not dropped despite digital investment.