Experience Mapping Workshop Interaction South America 2014
1. Experience Mapping Workshop
A Technique to Understanding the Journey
John Labriola
@john_labriola
Interaction14 South America El evento de Diseño de Interacción y Experiencia de Usuario más
importante de Latinoamérica.
B U E N O S A I R E S
3. Definition
!
“Users are not always logical, at least not on the surface. To be a great
designer you need to look a little deeper into how people think and act.”
!
- Paul Boag
4. A method for understanding the
interactions of a set of connected
experiences between a user and
organization that happen across
channels over time and space
5. A technique for storytelling.
!
Telling a rich in-depth story of
someone’s experience.
6. But it’s not just a deliverable, it’s also
about the team’s experience in its
creation.
7. They come in many variations:
!
• How things are
• A vision of how they could be
• Broadly focused
• Narrowly focused
8. Prepping
!
"Ask the right questions if you're going to find the right answers.”
!
- Vanessa Redgrave
9. Answers these questions:
!
• Why are you going to do this?
• What is the is the desired outcome?
• How will it be used?
• By whom?
• When do you need it?
10. Recruit a diverse team of people:
!
• Active and committed to the project
• Mix of designers, engineers, product,
marketing, support, etc…
• Block out their calendars
• Teams should be 4-6 people
• Teams should be balanced mix of
different roles
• Keep it to 3 teams max
11. Get the appropriate space:
!
• Large empty wall
• Visible location
• People can easily move around
• A table
• Dedicated
12. Get the right materials:
!
• Butcher or kraft paper or a large
whiteboard
• Lots of sticky notes
• At least 5 different colors
• 1 set of the larger ones
• Sharpies! Fine and thick tipped
• Painters tape
13. A note on doing this remotely:
!
• Try a hybrid model
• A room with a projector
• Collaboration: Hangouts, GoTo,
Skype, etc…
• Virtual wall: Murally
14. Running the session:
!
• Bring copies of research
• The materials
• A prep presentation to guide the
activity
• Take pictures to document the day to
share with others and digitize your work
• Don’t forget to schedule breaks
• Make sure there are snacks and drinks
15. Gathering Data
!
“People’s behavior makes sense if you think about it in terms of their
goals, needs, and motives.”
!
- Thomas Mann
16. You want a mix of data sources:
!
• Qualitative and quantitative
• Behavioral and attitudinal
• You want to look for:
• Touchpoints
• Channels
• Context
• Behaviors
• Attitudes
• Motivators
17. Buying headphones
Touchpoints
!
• The intersection or interaction
between a person and an organization
• Triggered by a need or desire
• Every touchpoint is an opportunity to
engage with your customer
• Examples: Buying headphones,
reviewing products, contact support
18. Kiosk
Channels
!
• The medium in which the interaction
between a person and an
organization takes place
• How they move between them
• Use them side by side
• Examples: Kiosk, in store, website,
app
19. At the airport
Alone
Waiting for flight
Context
!
• When, where, with whom the
engagement takes place
• Example: At the airport, with a kiosk,
right before boarding a flight,
colleagues are waiting at the gate.
20. Evaluating based on…
Behaviors
!
• What are they doing?
• Example: She is evaluating her
options based on price, brand, and if
it has noise cancellation. She wants to
pay with her amex credit card.
Purchasing with…
21. Wants headphones
for…
Motivators
!
• Why are they doing this?
• Think goals, needs, desires,
addressing pain points, etc…
• Example: Because she lost her old
headphones and needs new ones.
She wants headphones so she can
sleep better, because planes are
noisy.
22. Is confused about…
Attitudes
!
• How they feel
• What are they thinking
• Watch for what they say they do vs.
what they actually do
• Example: Confused because there
are a few brands she hasn’t heard of.
And rushed because she has a plane
to catch.
23. There are a few ways to synthesize the
data:
!
• Touchpoint inventories
• Empathy mapping
• Affinity diagraming
• Concept mapping
• And more…
24. Activity - Touchpoint Inventory
• Hotel experience
• Go through the research provided, but feel free to add your own info
• Look for touchpoints, channels, context, behaviors, motivators,
attitudes
• Put touchpoints on one color, channels on another, and so on
• Group them around a touchpoint
26. Building the Map
!
“While each discipline on the product team has its role to play, it is the
true teamwork and collaboration of a cohesive product team that makes
great user experiences possible.”
!
- Pabini Gabriel-Petit
28. Lenses:
!
• The filters in which to view or evaluate
the journey
• Good sources are personas, design
principles, KPIs, experience
attributes, and value propositions.
• Ex: George Persona
Lenses
29. Journey - Stages
!
• Breaking down the journey into
sections
• Ex: App Store: Search, Review,
Purchase, Use
Journey
Stages
30. Journey - Behavior
!
• What are they doing?
• Based on a touchpoints
• Includes channels and context
• Don’t try to show everything
• Go back to why you’re doing
this
• Ex: Buying headphones, kiosk,
airport, alone…
Journey Behaviors
31. Journey - Insights:
!
• Include a mix of qualitative and
quantitative data points
• Keep consistent with the model
you choose to help tell the
story
• Quote that reinforces the theme
• Ex: 50% of surveyed people
purchase based on price
Journey
Insights
32. Takeaways:
!
• These are the key points that you
want people to walk away with
• It could include
recommendations, new
opportunities, insights, new
principles
• Should not be overly detailed
• Ex: Accept more payment
options
Takeaways
33. Remember why you are doing this and
choose the data and components fit
with that model.
34. Think about your audience and their needs:
!
• What will draw them in and make them
care?
• What details can you include to help them
understand the story?
• What kinds of insights would they find
valuable for their job?
35. And remember that this is a technique
for storytelling.
!
So again choose the data and
components that help tell a rich in-depth
story of the experience.
36. Activity - Lenses, Journey, Insights
• Write out what lenses you want to use to view the journey
• Think about what part of the journey you want to focus on
• Write out the stages you want to show
• Organize your touchpoints by stage
• Fill in other parts of the journey that are missing to tell the story
• Read aloud the story end to end a few times before committing to it
• Hold off on the takeaways section
38. Visualize
!
“…rather than create distancing caricatures, tell stories… Look for ways
to represent what you’ve learned in a way that maintains the messiness
of actual human beings.”
!
- Steve Portigal
39. And remember again, that this is a
technique for storytelling.
!
So create a visualization that helps tell a
rich in-depth story of the experience.
40. You want a core message you really
want to get across.
!
So go back to why you are doing this
and create a visualization of the data in
a way that fits with that model.
41. Put your visual designer hat on:
• Typography
• Color
• Gestalt principles
• Whitespace
• Iconography
• and anything Tufte would say
42. Then think about how you can
visually show the other data
points
47. Feel free to move the blocks
around and play with the
structure.
Lenses
Insights
Behaviors
Stages
Insights
Takeaways
48.
49.
50.
51.
52.
53.
54.
55.
56.
57.
58.
59.
60. Activity - Visualize
• Pick the message that you really want to get across
• Sketch out a few ideas and narrow it down to one
• Then think about how you can visually show the other data points
62. Using the Map
!
“Designers need to be more than ambassadors, they need to be fully
functioning and fully aware members of strategic decision-making teams
in a company.”
– Nathan Shedroff
63. Do you need to digitize? Yes if:
!
• it’s for a client
• if people are distributed
• if it’s going to be used in meetings for
decision making
64. What tools?
!
• Anything you’re comfortable with
• And meets the needs of the fidelity
• I’ve used:
• InDesign
• Keynote
• Illustrator
• Balsamiq Mockups
• Murally (for remote sessions)
71. Get focused on what matters and
prioritizing the team and the roadmap
72. Activity - Opportunities Ideation
• Write out opportunities, one per sticky note
• Tag them to a stage
• Look for any that might be global and state as such
• Place these at the bottom of you map, in the takeaways section
73. Conclusion
!
“As the designer moves from data, to information, to knowledge and then
to wisdom, the problem being solved changes from a single dimensional
issue of aesthetics or organization to one of selective contextualization,
and then to one of experience.”
!
– Jon Kolko
75. More Reading!
• Mapping: http://mappingexperiences.com by Adaptive Path (also see Chris
Risdon’s writings on their Ideas Blog)
• Mapping: How to Create a Customer Journey Map by Megan Grocki
• Sensemaking: Exposing the Magic of Design by Jon Kolko
• Visualizing: Communicating Design by Dan Brown
• Visualizing: Envisioning Information by Edward Tufte
• Running workshops: Gamestorming by Dave Gray, Sunni Brown, James
Macanufo
76. No deje de completar su evaluación online
isa.ixda.org/encuesta
¡Muchas gracias!
Experience Mapping Workshop
Interaction14 South America
B U E N O S A I R E S
John Labriola / @john_labriola
