Trust-state journey map

Wear your user's hat. Identify trust hurdles.

A “typical” journey map captures what the user is doing, thinking, and feeling throughout their product experience.

A trust-state journey map abstracts the journey the user takes from one trust state to another. These trust states are typically associated with a trust-value exchange, i.e. the user must weigh their level of trust with the perceived value they are receiving from you.


  • 1

    Consider the steps along the product experience where a trust-value exchange occurs. Enter these within the “Desired Trust State” flags.

  • 2

    Based on user research, list the expectations and perceived risks that the user may have along the way to reaching each desired trust state.

  • 3

    Lastly, consider how your system’s true behaviors match up against the user’s mental models.

  • 4

    By carefully populating the journey map, you’ll begin to uncover opportunities to build trust. Are their expectations realistic? Are their perceived risks justified? How might you assuage them? If expecting too much, how might you manage those expectations? If expecting too little, how might you exceed their expectations in the most delightful and impactful way possible? These kinds of questions define opportunities to build trust.