User journey map is developed in a workshop with project stakeholders. Firstly, all interactions with the product are defined. Based on that, all user scenarios, feelings and pain points are revealed. Then follows the definition of Business goals, KPI's and identity for each interaction with the product. Finally, all features that the final Product must include are defined, based on User and Business sections.
All of this is resulted into - visual or graphic interpretation of the overall story from an individual's perspective of their relationship with service and product over time.