I’ve been really inspired by how the guys at Practical Service Design
do their Service Blueprints. And I think we can take that also as an inspiration for journey maps.

So here is what I personally like to have in a Service Blueprint for each phase:

1. Quote: What do people say about this part of the experience?

2. Data: What piece of quantitative data informs us about what’s happening?

3. Interactions: Which touchpoints are used and what happens in them

4. Pain points: What does usually disturb the user?

5. Happy points: What satisfies or delights usually the user at this stage?

6. Inspiration: Is there an inspiring story, idea or an how might we statement that could serve as inspiration to improve this stage?

7. Backstage: What happens at that moment in the backstage or system that makes this experience possible?

And here is a screenshot of the layers they use in their guide: