Lightning talk from UX Lisbon, May 17, 2012

1. MAPPING
THE JOURNEY
Experience Beyond the Screen
Jamin Hegeman | @jamin
MAY 17, 2012 | UX LX

2. ey used to only ask for this.
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3. now they
want more!
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4. CHALLENGE
How do we use our design
skills to help organizations
understand the experiences
and interactions beyond
the screen?
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5. e Journey Map
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6. e journey map is an oriented graph
that describes the journey of a user by
representing the different touchpoints
that characterize his interaction with
the service.
– servicedesigntools.org
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7. e journey map is an oriented graph
that describes the journey of a user by
representing the different touchpoints
that characterize his interaction with
the service.
– servicedesigntools.org
Not a
lways
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8. A journey map is a
visualization of experiences
over space and time to
accomplish a goal.
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9. Vacation Planning Journey
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10. How can this help me?
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11. Visualize the intangible

12. Goal: attend conference
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13. Goal: attend conference
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14. Goal: attend conference
What are all the experiences,
products, and services that
were part of the journey of
getting to the conference
that might be relevant to the
design of the service?
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15. Building Blocks
Stages Actions Emotions
Meaningful chunks What people are doing Needs, feelings,
of activities and perceptions
People Context Products and
Who is involved Place and Services
environment
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16. Stages Actions Emotions
People products Context
and services
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17. Journey Map
Stages
Emotions
Actions
People
Artifacts
Context
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18. Journey Map UX LX Conference journey
Stages
Emotions
Actions
People
Artifacts
Context
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19. Journey Map UX LX Conference journey
Planning Traveling Attending Traveling Revisiting
Stages
Emotions
Actions
People
Artifacts
Context
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20. Journey Map UX LX Conference journey
Planning Traveling Attending Traveling Revisiting
Stages
Emotions
Actions
People
Artifacts
Context
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21. Journey Map UX LX Conference journey
Planning Traveling Attending Traveling Revisiting
Excited!
Go to
drinks!
friends
Tivoli Cafe
wine
Stages
Emotions
Actions
People
Artifacts
Context
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22. Design from the outside in

23. Start outside, work your way in.
Experiences outside of your
service may be relevant.
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24. UX LX Journey
Planning Traveling Attending Traveling Revisiting
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25. UX LX Journey
Planning Traveling Attending Traveling Revisiting
Maybe nothing to do with the conference
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26. UX LX Journey
Planning Traveling Attending Traveling Revisiting
Maybe nothing to do with the conference
Maybe something to do with the conference
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27. Highlight what’s beyond the service.
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28. Create a common reference

29. Rail Europe Experience Map
Guiding Principles
People choose rail travel because it is Rail booking is only one part of people’s larger People build their travel plans over time. People value service that is respectful, effective
convenient, easy, and flexible. travel process. and personable.
Customer Journey
STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
Enter trips Review fares Confirm Delivery Payment Review & Share experience
RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes
Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes
Destination Look up
pages Change Check ticket Share
time tables E-ticket Print
plans status photos
at Station
Get stamp
Live chat for for refund Web
raileurope.com
questions
Plan with Map itinerary
interactive map (finding pass) Share
experience
May call if Buy additional (reviews)
DOING tickets
difficulties
occur
Kayak, View
Blogs & web/
compare maps apps
Travel sites Print e-tickets
airfare at home Paper tickets Plan/
Web arrive in mail Look up
confirm
timetables Arrange Request Mail tickets
Talk with activities
Google Research refunds for refund
friends travel
searches hotels
• What is the easiest way to get around Europe? • I want to get the best price, but I’m willing to pay a • Do I have all the tickets, passes and reservations • Do I have everything I need? • I just figured we could grab a train but there are • Trying to return ticket I was not able to use. Not
• Where do I want to go? little more for first class. I need in this booking so I don’t pay more • Rail Europe website was easy and friendly, but not more trains. What can we do now? sure if I’ll get a refund or not.
THINKING • How much time should I/we spend in each • How much will my whole trip cost me? What are my shipping? when an issue came up, I couldn’t get help. • Am I on the right train? If not, what next? • People are going to love these photos!
place for site seeing and activities? trade-offs? • Rail Europe is not answering the phone. How • I want to make more travel plans. How do I • Next time, we will explore routes and availability
• Are there other activities I can add to my plan? • What will I do if my tickets don’t arrive in time?
else can I get my question answered? do that? more carefully.
• I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with
• Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends.
• What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my
FEELING • Frustrated that Rail Europe won’t ship tickets connection.
• A bit annoyed to be dealing with ticket refund
• I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show us around is fun, issues when I just got home.
• Am I sure this is the trip I want to take?
• Happy to receive my tickets in the mail! serendipitous, and special.
Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability
EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe
Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe
Opportunities
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and
proposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too.
STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling
Make your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly at
more savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times.
STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel
Information Stakeholder interviews Customer Experience Survey Ongoing, Linear Non-linear, but
non-linear process time based
sources Cognitive walkthroughs Existing Rail Europe Documentation
Experience Map for Rail Europe | August 2011
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30. THERE AND
BACK AGAIN
A SF MUNI USER JOURNEY
KEY
BAD
!HOME
NEXTBUS
WAITING
AT BUS STOP
GOOD
ACTIVITIES HOME
c e
IBOOKS
NIGHT Z Z TIRED M
EMAIL DAY
#10
Z
vLOUD 10 INBOUND }HOT
}
OUTBOUND
jSOCIAL cRUSHED
]
uuu
CROWDED
#
q
u qu
SOCIAL
c
WAITING
AT BUS STOP
!
!!
SCHOOL
by Evan Litvak
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31. Emotional map of a MUNI rider
USE
6
1
3
4
5
2
Design opportunities to improve the MUNI experience:
1 Enable push notifications on the phone with updates if the bus is running early/on time/late 4 Notify in advance if the bus is overcrowded; add arm rests to the seats
2 Provide an easy way to submit suggestions and complaints about MUNI service from phone 5 Enable a phone setting to send a reminder when arriving at destination
3 Send notifications when it is time to renew monthly pass or when Clipper balance is low 6 Make the back doors stay open the entire time while at a bus stop
by Tanya Siadneva
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32. Tell a visual story.
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33. Prioritize efforts

34. Emotional map of a MUNI rider
USE
6
1
3
4
5
2
Design opportunities to improve the MUNI experience:
1 Enable push notifications on the phone with updates if the bus is running early/on time/late 4 Notify in advance if the bus is overcrowded; add arm rests to the seats
2 Provide an easy way to submit suggestions and complaints about MUNI service from phone 5 Enable a phone setting to send a reminder when arriving at destination
3 Send notifications when it is time to renew monthly pass or when Clipper balance is low 6 Make the back doors stay open the entire time while at a bus stop
by Tanya Siadneva
25

35. Emotional map of a MUNI rider
USE
6
1
3
4
5
2
Design opportunities to improve the MUNI experience:
1 Enable push notifications on the phone with updates if the bus is running early/on time/late 4 Notify in advance if the bus is overcrowded; add arm rests to the seats
2 Provide an easy way to submit suggestions and complaints about MUNI service from phone 5 Enable a phone setting to send a reminder when arriving at destination
3 Send notifications when it is time to renew monthly pass or when Clipper balance is low 6 Make the back doors stay open the entire time while at a bus stop
by Tanya Siadneva
25

36. Emotional map of a MUNI rider
USE
6
1
3
4
5
2
Design opportunities to improve the MUNI experience:
1 Enable push notifications on the phone with updates if the bus is running early/on time/late 4 Notify in advance if the bus is overcrowded; add arm rests to the seats
2 Provide an easy way to submit suggestions and complaints about MUNI service from phone 5 Enable a phone setting to send a reminder when arriving at destination
3 Send notifications when it is time to renew monthly pass or when Clipper balance is low 6 Make the back doors stay open the entire time while at a bus stop
by Tanya Siadneva
25

37. Five Lessons

38. Use after research
research Ideation
Journey
Storyboard Blueprint
Touchpoints
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39. Frame and Reframe
start
end
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40. Decide your zoom level
What journey are you mapping?
Organization
Service
Product
Feature
Control
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41. Know your audience
organization
design team
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42. Make it stand alone
Makes sense
to me.
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43. Keys to Success
Start with the building blocks.
Stages, actions, emotions, people, context,
product and services.
Tell a visual story.
Use design skills to communicate what’s important.
Go beyond the service.
Map what happens before, after, and in between.
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44. is will help you...
Design across
touchpoints
Design across
channels
Design across
experiences
meet the future
needs of design
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45. ank you!
CONTACT
JAMIN HEGEMAN
jamin@adaptivepath.com | @jamin
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