When analysing how the information-technological innovation of a startup company is perceived to affect the market, we encountered challenges when using existing customer journey analysis frameworks. In particular, we identified a need to express critical events for technology adoption, a need to express universal access principles and a need to express journeys for multiple stakeholders in the same diagram; all in an easily readable manner. To do this, we extended an existing stripped-down customer journey framework with elements for the above aspects. We present this extended framework as a stakeholder journey framework. Based on the initial application of this framework on the startup company’s innovation product, we conclude that the stakeholder journey framework aided in uncovering issues within technology adoption and universal access that would otherwise not have been addressed.