In a typical product or a service use case scenario, a user or consumer interacts with multiple entities (platform, customer care, delivery agent etc.) during various interactions (exploring catalogue, booking ticket, returning an item, feedback etc.) over one or more channels (app, website, email, phone, IVR, and chat) at different points in time.

Consumer/ User Journey Maps help identify emotional ups and lows caused by interacting with an entity over a channel. It also helps finding negative emotion causing issues in order to propose a design solution that will result in a redefined experience.