Human-centered design in action: Bridging gaps in climate information services. Info Note 3: Mapping user journey for the agro-climatic bulletin in Vietnam

User journey mapping, as part of the HCD process, helps identify users’ motivations, touchpoints, and pain points at each stage of their interaction with a climate information service. Applying user journey mapping to the Agro-Climatic Bulletin (ACB) in Vietnam revealed where, why, and how farmers engage with the service, highlighting opportunities to strengthen the overall user experience. Improving the user experience of the ACB goes beyond refining its content and format. It involves rethinking how the service is introduced, accessed, used, and shared across the full service journey. A one-size-fits-all approach fails to meet the diverse needs of ACB users. Communication and support strategies should be tailored to how different farmer groups discover, interpret, and act on climate information.