A quick intro with some examples of what Journey Mapping is. Applies to Customers, Users, and all other humans!

1. Mike Biggs
Product Innovation, ThoughtWorks
JOURNEY MAPS

2. CONTENT GOAL!
‣ Experience what Journey Mapping is.
‣ Understand the goals and uses of Journey Mapping.
‣ Explore some approaches and methods.
‣ Share some tools.
‣ Review some real life examples.
JOURNEY MAPPING

3. A BIT ABOUT ME
‣ Work at ThoughtWorks
‣ Consult on Production,
Innovation, Service Design…
‣ Digital Agencies, Government etc.
‣ Interaction Design Foundation
Local Leader
‣ Design Thinking Aficionado
‣ T Shaped Person

4. ABOUT YOU…
‣ Career change?
‣ Starting out?
‣ In Tech / Digital?
‣ Designers?
‣ Developers?
‣ Business Folk?
WHY ARE
YOU HERE?

5. JOURNEY MAP
GRAPH YOUR
EXPERIENCE OF HOW
YOU GOT HERE
Create: 15 mins
Share: 15 mins

6. JOURNEY MAP
WHAT IS IT?
‣ Tool to map experience.
‣ Can be current or future.
‣ Rough fidelity for exploration.
‣ Polished as a communication or vision tool.
‣ Helps to identify pains and gains in context.
‣ Horizontal maps the stages of experience
over time.
‣ Vertical you can add vectors to capture the
kind of information that’s relevant.

7. JOURNEY MAP
WHAT ARE WE TRYING TO LEARN?
‣ What is happening in the life of our
customer beyond the glass / digital.
‣ What is the sequence of events that leads
them to our product / solution.
‣ The WHY of their behaviours.
‣ Where in the process we could be most
useful to the Customer/ User.
‣ Where we can build products and be most
commercially successful.

8. JOURNEY MAP
MINDSET?
‣ Approach it like a child.
‣ Ask “What happened before that?”
‣ Use open ended questions that can lead to
new learning.
‣ No judgement toward customers or users.

9. JOURNEY MAP
HOW TO RUN A JOURNEY MAPPING SESSION
Preparation:
‣ Identify users / customers you need to
understand in more detail.
‣ Book them ahead of time. Allocate 2 hours,
you may only need 1 hour.
‣ Find a nice big wall that you can stick post it’s
onto, and that you can keep them on. Brown
paper also works to create a nice big space.
‣ You’ll need a tonne of sharpies and post it
notes.
‣ Map out some possible vectors.
In the session:
‣ One customer at a time.
‣ Stand in front of your big wall or brown paper with your customer.
‣ Share with them your draft vectors, and describe to them your
understanding of their situation.
‣ Ask for their input and conversation to correct you where you have
misunderstood the situation. For example you may have the
journey stages wrong.
‣ Ask them to walk you though the process of [buying a car] for
example.
‣ Map out the events, even seemingly minor ones, along the
‘timeline’
‣ Visually call out PAIN POINTS & GAINS/ DELIGHTERS
‣ You can also call out opportunities for improvement, or design
opportunities.

10. JOURNEY MAP

11. JOURNEY MAP

12. JOURNEY MAP
EXAMPLE

13. JOURNEY MAP
EXAMPLE

14. JOURNEY MAP
EXAMPLE

15. JOURNEY MAP
EXAMPLE
Aligns to sections on Empathy Map

16. JOURNEY MAP
EXAMPLE

17. JOURNEY MAP
LET’S DO A REAL ONE
-THE GIFT GIVING EXPERIENCE
Small Groups:
Create: 20 mins
Share: 10 mins

18. JOURNEY MAP
EVOLUTIONS &
APPLICATIONS

19. JOURNEY MAP
EXAMPLE

20. JOURNEY MAP

21. JOURNEY MAP
EXAMPLE

22. JOURNEY MAP
EXAMPLE

23. JOURNEY MAP
EXAMPLE

24. SERVICE MAPPING /BLUEPRINTING
Channels
Processes
Systems
People
Processes
Products / Technology

25. SERVICE MAPPING /BLUEPRINTING
FRONT STAGE*
BACK STAGE*
How does the customer experience your service through different touchpoints of digital, store or call
centre?
How seamlessly do your operations and technical systems service the customer…and your
business?
CUSTOMER RESEARCH &
DATA ANALYSIS
TECHNOLOGY & BUSINESS
PROCESS ANALYSIS
MOBILE APP WEBSITE GEO-TARGETING STORE POS CALL CENTRE
CMS MESH GATEWAY
* EXAMPLES ONLY
WEB OPS IDENTIFY SYSTEM OPERATOR PROCESS

26. JOURNEY MAP
EXAMPLE

27. JOURNEY MAP
EXAMPLE

28. SERVICE BLUEPRINT FOR BAKERY

29. JOURNEY MAP
OTHER CONSIDERATIONS?
‣ You can do a journey map without a customer, but it’s your own opinion that
must be validated.
‣ You can use it at many stages in the design process:
‣ Before research.
‣ As a research tool.
‣ As a visioning tool.
‣ As a communication tool.
‣ As a collaboration tool.

30. Q&A
PRODUCT DEVELOPMENT LIFE CYCLE

31. INSERT CLASS TITLE
REFERENCE &
TEMPLATES

32. QUICK PERSONA TEMPLATE

33. EMPATHY MAP TEMPLATE