Journey mapping workshop for a Learning Lab session at the Learning Cafe Unconference, 18 August 2016, Melbourne.

1. MAPPING THE JOURNEY
#LRNUNCONF
18 AUGUST 2016

2. INTRODUCTION
Joyce Seitzinger / Academic Tribe
• Learning Experience Design
• Consultancy
• Digital badges
• Capability building

3. INTRODUCTION
• If you’re tweeting, use #lrnunconf
• To find out more, #lxdesign
http://academictribe.co/learningcafejourney/

4. WHAT IS EXPERIENCE
DESIGN?

5. TRANSCENDING MATERIAL
“Experience is not about good
industrial design, multi-touch, or fancy
interfaces. It is about transcending the
material. It is about creating an
experience through a device.”
MARC HASSENZAHL

6. Meaningful
Pleasurable
Convenient
Usable
Reliable
Functional
LX PYRAMID
The Learner Experience
Pyramid describes different
levels at which learning
resources, services, solutions
and systems can be
experienced by learners &
staff.
Based on CX Pyramid by
Aberdeen Research after
Mark Scibelli and Stephen
Anderson.
FOCUS ON EXPERIENCES
FOCUS ON TASKS
Many traditional
LMS & learning
resource
experiences
Transformational
learning
experiences
Has personal significance
Memorable experience worth
sharing
Easy to use, works as
expected
Used without difficulty
Is available &
accurate
Works with
inconvenience

7. USER EXPERIENCE DESIGN
…to achieve high-quality user experience in a
company's offerings there must be a
seamless merging of the services of
multiple disciplines.
The first requirement for an exemplary user
experience is to meet the exact needs
of the customer, without fuss or
bother.
Don Norman & Jakob Nielsen

8. EXPERIENCE DESIGN
It is crucial to view experience as the consequence
of many different systems.
Experience emerges from the intertwined works of
perception, action, motivation, emotion and
cognition in dialogue with the world (place, time,
people and objects).
Experience Design: Technology for all the right reasons
Marc Hassenzahl

9. SERVICE DESIGN THINKING
Service design is the intentional and
thoughtful design of internal and
customer-facing activities needed to
deliver a service. Where experience design
concerns itself only with the customer-
facing aspects, service design looks also at
the experience of staff.
This Is Service Design Thinking

10. METHODOLOGY

11. EMPATHY FOR THE USER

12. EMPATHY FOR THE USER
“Empathy is a noun. A thing. It is an
understanding you develop about another
person. Empathizing is the use of that
understanding – an action.”
INDI YOUNG

13. LEARNER EXPERIENCES
ARE CO-CREATED

14. CO-CREATED EXPERIENCES

15. Reading is a creative act: it cannot happen
automatically, and it cannot happen
passively.
Any piece of writing is therefore as intimately
shaped by the reader’s imagination, their
memories, their intelligence, their disposition
and their state of mind, as by the writer’s.
ELEANOR CATTON: ON PURPOSE
ELEANOR CATTON

16. Experience design has emerged recently as a new discipline in
response to the new information and communication
technologies. But I will argue that there is no such thing as
experience design. Experiencing is in people and
you can’t design it for someone else. You can,
however, design for experiencing.
DESIGN FOR EXPERIENCE
Participatory design makes everyday people, such as users, an
integral part of the design process, especially at the early front
end.
http://www.maketools.com/articles-papers/NewDesignSpace_Sanders_01.pdf
LIZ SANDERS

17. DESIGN ACROSS DIFFERENT CONTEXTS
AND SPACES
PEER
LEARNING
PERSONAL
LEARNING
NETWORK
FORMAL
LEARNING
ONLINE
COURSES
SUPPORT
SERVICES
MOBILE APPINTRANET
JOB AIDS

18. THINK OF YOURSELF AS AN
EXPERIENCE DESIGNER

19. EXPERIENCE DESIGNER TOOLKIT

20. DISCOVER DEFINE DEVELOP DELIVER
USER EMPATHY
Learner & stakeholder
interviews
Learner observation
Learning analytics
Persona
CHALLENGE DEFINITION
Workshops
Affinity diagramming
Scenario mapping
How might we…?
Problem statements
RESEARCH
Technology research
Competitor analysis
Service design blueprint
Learner &
stakeholder driven
design research
Gain insights and
define challenges
Develop possible
learning solutions
through iteration
Improve and
optimize final learner
experience
TESTING
Usability testing
A/B testing
User observations & interviews
Generalchallenge
Specificchallenge
Specificsolution
PROTOTYPING
Paper prototyping
Journey mapping
User testing
Service design blueprint
Information architecture
IMPLEMENT
Feedback loops
A/B testing
Learning analytics
IDEA GENERATION
Sketching
Storyboarding
Scenario mapping

21. JOURNEY MAPPING

22. SIMILAR TECHNIQUES
• Journey mapping (emotional)
• Scenario mapping (narrative)
• Service Design Blueprint (channels)

23. From https://sustainableservice.wordpress.com
Keeping Graduates Green

24. EXAMPLE: VE EXPRESS
LEARNER JOURNEY MAP

25. THE TEAM
• Joyce Seitzinger
• Mark Smithers
Lecturers
• Annette Cook
• Nicola Hardy
Digital Learning Team
• Spiros Soulis
• Angela Nicolettou
• Eloise Acuna

26. INITIAL 3 HOUR MAPPING SESSION

27. FURTHER RESEARCH TO INFORM
DIGITAL COLLABORATIVE MAP

28. FINAL LEARNER JOURNEY MAP

29. MAP DETAIL

31. ADDRESS THE PAIN POINTS:
IMPROVED COMMUNICATION
CHANNELS

32. LEARNER JOURNEY MAPPING –
GETTING STARTED

33. WHEN DO YOU USE JOURNEY MAPPING?
• For an existing product, object or service
• To get an overview of all the elements
and stakeholders
• To map all the touch points
• To identify emotions associated with
interactions
• To identify pain points

34. WHEN DO YOU USE JOURNEY MAPPING?
For a new product, object or service to be
designed, developed and implemented:
• To get a common understanding of
aspiring experience for all members of
design & development team
• To identify touch points
• To identify channels
• To identify priorities for the development

35. WHY DO YOU USE JOURNEY MAPPING?
• To map all the bricks in your bricolage
(even those beyond your control)
• To step away from your medium
• To design across contexts
• To facilitate conversation
• To facilitate collaboration

36. MAP THE LEARNER PATH & TOUCH
POINTS

37. MAP THE PATHS & TOUCH POINTS OF
OTHER STAKEHOLDERS & CHANNELS

38. CONSIDER CHANNELS AS EITHER
FRONT OF HOUSE / BACK OF HOUSE

39. MAP THE INTERACTION PHASES

40. IDENTIFY EMOTIONS

41. IDENTIFY OPPORTUNITIES & BARRIERS

42. OUR PROJECT & YOUR
BRIEF

43. YOUR TURN: PROJECT BRIEF
You have been asked to design a induction
process for a new employee. (Persona: 27,
some industry experience, one previous job,
digitally confident)
Brainstorm in your group the type of
experience you may want to create. (3 mins)

44. YOUR TURN: BEGIN MAPPING THE
LEARNER CHANNEL
• For your induction solution, map just the
learner channel.
• Record each action as touch point (one
post-it, dedicate one colour to this
channel)
• Consider the following two as starting
phases: Pre-start and First Day

45. YOUR TURN: BEGIN MAPPING THE
MANAGER CHANNEL
• For your induction solution, begin
mapping the manager or team channel.
• This is a “front-of-house” channel.
• Record each action as touch point. What
does the manager or team do to meet the
learner needs (one post-it, dedicate
another colour to this channel)

46. YOUR TURN: START MAPPING AN
ARTEFACTS OR RESOURCES CHANNEL
• For your induction solution, set up a
channel where you can capture the
resources that need to be created (one
post-it, dedicate another colour to this
channel)

47. YOUR TURN: START MAPPING AN
ARTEFACTS OR RESOURCES CHANNEL
• For your induction solution, set up a
channel where you can capture the
resources that need to be created (one
post-it, dedicate another colour to this
channel)

48. YOUR TURN: CONSIDER “BACK OF
HOUSE” CHANNELS
• Which back of house channels might be
needed in your journey map?
• Back of house is where things happen that
the learner never sees, but which are
needed for a successful solution anyway
• Consider: databases, processes that are
triggers

49. STAY IN TOUCH
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@catspyjamasnz @academictribe @lxdesign
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joyce@academictribe.co