SlideShare a Scribd company logo
1 of 39
Download to read offline
1
2
The Twitters
@greybeat
@SPORTS195
@LearnITATX
#journeyMapIT
JOURNEY MAPS
3
Mapping the customer journey for great experiences
:
Unless otherwise noted, all content within created by Mary Lan (@greybeat).
Source credits provided where available.
4
What’s a Journey Map?
An journey map (aka experience map) helps create a shared empathic
understanding of the customers' interactions with the [company or product]
over time and space.
Quote Source: Chris Risdon, Adaptive Path
• “A good experience should map feel like a catalyst, not a
conclusion.”
• “A map should have some qualitative and quantitative
information in order for it to take shape in a meaningful way.”
5
Source: David Bessenhoffer & Matt Wilczynski
6
Why a Journey Map?
Gain Strategic Insights
Having a holistic view into our customer’s mindset and motivations, the stages of their
experience, and key trigger points can give us unique insights into how to design for
them.
Drive Alignment
Align teams or stakeholders to strategic initiatives.
Formulate a Plan
Journey maps can provide a formalized framework to ensure continuity and consistency
across all integrated communications and touch points.
Gain a Deeper Understanding
Empathy is key to designing a great user experience. Journey maps a great way to walk
in the user’s shoes.
Source: Matt Wilczynski, with edits by Mary Lan
7
Source: Chris Risdon, Adaptive Path
“You want to work with stakeholders
until they know the story so well they
are constantly telling and retelling it
themselves.”
Source: Chris Risdon, Adaptive Path
9
The Parts
Customer & Context
Feeling
Thinking
Doing
Places
People
Channel
Time
Goal
About the Customer About the Context
About the Customer
Feeling Thinking Doing
Did you notice frustration
or delight about
something? Did you see it
on their face? Did they tell
you so explicitly? Were
they feeling rushed,
anxious, excited, etc.?
Why?
What were they thinking as
they were going through
the process of [example:
checking out on your site]?
Did they express confusion
about as they were
completing the task? What
was their mental model?
Did they do anything
interesting that may inform
you of problems or
opportunities in your
design? (Examples: use
their phone to check
something, call their friend
to ask for
recommendation, etc.)
Goal
WHAT does your he/she want to achieve? (e.g. “I want to buy these shoes so that I can look great at the prom.”
not “I want to go through your checkout experience so I can have these shoes.”)
Customers perform tasks to achieve a goal. Your job is to find out what that
goal is. Underlying that goal are emotions, thoughts, and actions.
About the Context
Places
People
Channel
Time
WHO are they interacting with?
(e.g. A customer service agent)
WHEN are they doing this?
(e.g. Day/night)
HOW are they doing this? (e.g.
On their phone or on a POS
device or in a store)
WHERE are they interacting
with you? (e.g. in your retail
store at the mall)
Context can influence behavior. Awareness of contextual variations and how
they affect behavior can help you design relevant, timely experiences.
Touchpoints are moments where
your customers interact with your
business.
Examples:
• Customer service call
• Welcome email
• Opening product packaging
• An interaction on a website
• Word-of-mouth referral
We want to orchestrate the
touchpoints!
Touchpoints
Image Source: David Bessenhoffer
Content Source: Matt Wilczynski, with edits by Mary Lan
14
Breakdown of a Journey Map
Search DecideEvaluate Buy
+
_
Source: Mary Lan
15
Breakdown of a Journey Map
Source: Mary Lan
The journey captures an end to end experience, where you define the start and end.
Example: When a customer gets in their car to go to the grocery store to when they
finish putting away the groceries at home. As you start to map out the tasks over
time, you may notice phases beginning to reveal themselves.
Time
(and Phases)
The customer whose experience you are representing in your map.Role
What the customer wants to achieve.Goal
What is the thing you want to measure? This can be emotional value (e.g. happy,
frustrated) to quantity of time (e.g. how long did it take them to complete certain
parts of the process) or some other value you assign to the journey map. This is
your Y-axis (assuming “Time” is your X-axis). Put more simply, your journey map
won’t be effective if you can’t tell a story about it. Simply saying Jane (“role”) did this
(tasks to achieve “goal”) and this and this… (tasks across “time”) isn’t compelling.
You need to add that Jane did this and this across time and these are the points
where is where she is happy/frustrated.
Value
16
“But I’m a Visual Person…” BOOM!
Source: Mary Lan
Time
(and Phases)
Role
Goal
Value
17
Examples
18
Source: Starbucks
19
Source: Rail Europe
20
Source unknown
21
Source unknown
22
Source: Muni
23
Source: Intuit
24
Source unknown
25
Source: Lego
26
Less than Successful
Examples
As a caveat, I’m not sure if these were in fact intended to be Journey Maps. They came up under a Google
image search I did for Journey Maps, so my apologies to the creators if it was not your intent. I guess, my
apologies to the content creators regardless… ;)
Source unknown
Source unknown
Source unknown
30
Doing It!
Source: Chris Risdon, Adaptive Path
The Process
32
Linear (Time based)
Pie Chart (Quantity based, can even be of time)
Volatility (of emotion, satisfaction, etc.)
Proximity
Bracketing (Shows decisions or funneling)
Connections/overlaps
The Templates
Source: Mary Lan
33
Make Your Own Journey Map!
NOTE: The following slides are part of the workshop portion of the class, so there are less
notes and some duplication of earlier content.
Post-it Notes
Markers & Pens
Paper
Your Toolkit
Get into groups of 3 and conduct an interview:
• One person tells a story (last restaurant experience).
• One person sketches it.
• One person takes notes and asks clarifying questions.
Capturing a Story
Feeling
Thinking
Doing
Places
People
Channel
Time
Goal
About the Customer About the Context
Your Checklist
Decide on a Template (or Make One Up)
Linear (Time based)
Pie Chart (Quantity based, can even be of time)
Volatility (of emotion, satisfaction, etc.)
Proximity
Bracketing (Shows decisions or funneling)
Connections/overlaps
Source: Mary Lan
Put It All Together
Source unknown
39
Thank You!
Questions, Comments, Where
to send a bag of gold?
@greybeat on Twitter

More Related Content

Similar to Journey maps

Touchpoint Dashboard Journey Mapping Guide 2014
Touchpoint Dashboard Journey Mapping Guide 2014Touchpoint Dashboard Journey Mapping Guide 2014
Touchpoint Dashboard Journey Mapping Guide 2014Touchpoint Dashboard
 
Concept product-story
Concept product-storyConcept product-story
Concept product-storyErfgoed 2.0
 
User Experience Map Group Presentation
User Experience Map Group PresentationUser Experience Map Group Presentation
User Experience Map Group PresentationBriana Cunningham
 
User experience map presentation (1)
User experience map presentation (1)User experience map presentation (1)
User experience map presentation (1)Tara Conklin
 
User Experience Map Presentation
User Experience Map PresentationUser Experience Map Presentation
User Experience Map PresentationAmanda Banas
 
DDeBoard Customer Journey Maps: Visualizing an engaging customer experience S...
DDeBoard Customer Journey Maps: Visualizing an engaging customer experience S...DDeBoard Customer Journey Maps: Visualizing an engaging customer experience S...
DDeBoard Customer Journey Maps: Visualizing an engaging customer experience S...ddeboard
 
CRO PROS - Customer Journey Mapping
CRO PROS - Customer Journey MappingCRO PROS - Customer Journey Mapping
CRO PROS - Customer Journey MappingCatchi
 
SDN Saskatchewan Kick off Event
SDN Saskatchewan Kick off EventSDN Saskatchewan Kick off Event
SDN Saskatchewan Kick off EventSDN Saskatchewan
 
Design Thinking & HR - Caterina Sanders (SocialHRCamp Vancouver 2016)
Design Thinking & HR - Caterina Sanders (SocialHRCamp Vancouver 2016)Design Thinking & HR - Caterina Sanders (SocialHRCamp Vancouver 2016)
Design Thinking & HR - Caterina Sanders (SocialHRCamp Vancouver 2016)SocialHRCamp
 
UXPA 2021: Journey Mapping Tools and Techniques: Research, Design and Action ...
UXPA 2021: Journey Mapping Tools and Techniques: Research, Design and Action ...UXPA 2021: Journey Mapping Tools and Techniques: Research, Design and Action ...
UXPA 2021: Journey Mapping Tools and Techniques: Research, Design and Action ...UXPA International
 
Customer Experience Management Essentials by Mohammad Ghazizadeh
Customer Experience Management Essentials by Mohammad GhazizadehCustomer Experience Management Essentials by Mohammad Ghazizadeh
Customer Experience Management Essentials by Mohammad GhazizadehMohammad Ghazizadeh
 
Ux - Customer Journey Map
Ux - Customer Journey MapUx - Customer Journey Map
Ux - Customer Journey MapAshfan Ahamed
 
Activities and Exercises for Workshops that Work (Confab 2019)
Activities and Exercises for Workshops that Work (Confab 2019)Activities and Exercises for Workshops that Work (Confab 2019)
Activities and Exercises for Workshops that Work (Confab 2019)Tracy Playle
 
Customer Journey Mapping PowerPoint Presentation Slides
Customer Journey Mapping PowerPoint Presentation SlidesCustomer Journey Mapping PowerPoint Presentation Slides
Customer Journey Mapping PowerPoint Presentation SlidesSlideTeam
 
How Utilities Can Reduce Costs and Efficiently Handle High-Volume Customer Tr...
How Utilities Can Reduce Costs and Efficiently Handle High-Volume Customer Tr...How Utilities Can Reduce Costs and Efficiently Handle High-Volume Customer Tr...
How Utilities Can Reduce Costs and Efficiently Handle High-Volume Customer Tr...E Source Companies, LLC
 
Optimizing the Journey | MozCon 2016
Optimizing the Journey | MozCon 2016Optimizing the Journey | MozCon 2016
Optimizing the Journey | MozCon 2016Rebekah Baggs
 
Reduce Costs and Efficiently Handle High-Volume Customer Transactions with Jo...
Reduce Costs and Efficiently Handle High-Volume Customer Transactions with Jo...Reduce Costs and Efficiently Handle High-Volume Customer Transactions with Jo...
Reduce Costs and Efficiently Handle High-Volume Customer Transactions with Jo...E Source Companies, LLC
 
Customer Journey Mapping For Organization PowerPoint Presentation Slides
Customer Journey Mapping For Organization PowerPoint Presentation SlidesCustomer Journey Mapping For Organization PowerPoint Presentation Slides
Customer Journey Mapping For Organization PowerPoint Presentation SlidesSlideTeam
 
Customer Journey Mapping For Organization Powerpoint Presentation Slides
Customer Journey Mapping For Organization Powerpoint Presentation SlidesCustomer Journey Mapping For Organization Powerpoint Presentation Slides
Customer Journey Mapping For Organization Powerpoint Presentation SlidesSlideTeam
 

Similar to Journey maps (20)

Touchpoint Dashboard Journey Mapping Guide 2014
Touchpoint Dashboard Journey Mapping Guide 2014Touchpoint Dashboard Journey Mapping Guide 2014
Touchpoint Dashboard Journey Mapping Guide 2014
 
Concept product-story
Concept product-storyConcept product-story
Concept product-story
 
User Experience Map Group Presentation
User Experience Map Group PresentationUser Experience Map Group Presentation
User Experience Map Group Presentation
 
User experience map presentation (1)
User experience map presentation (1)User experience map presentation (1)
User experience map presentation (1)
 
User Experience Map Presentation
User Experience Map PresentationUser Experience Map Presentation
User Experience Map Presentation
 
DDeBoard Customer Journey Maps: Visualizing an engaging customer experience S...
DDeBoard Customer Journey Maps: Visualizing an engaging customer experience S...DDeBoard Customer Journey Maps: Visualizing an engaging customer experience S...
DDeBoard Customer Journey Maps: Visualizing an engaging customer experience S...
 
CRO PROS - Customer Journey Mapping
CRO PROS - Customer Journey MappingCRO PROS - Customer Journey Mapping
CRO PROS - Customer Journey Mapping
 
SDN Saskatchewan Kick off Event
SDN Saskatchewan Kick off EventSDN Saskatchewan Kick off Event
SDN Saskatchewan Kick off Event
 
Design Thinking & HR - Caterina Sanders (SocialHRCamp Vancouver 2016)
Design Thinking & HR - Caterina Sanders (SocialHRCamp Vancouver 2016)Design Thinking & HR - Caterina Sanders (SocialHRCamp Vancouver 2016)
Design Thinking & HR - Caterina Sanders (SocialHRCamp Vancouver 2016)
 
UXPA 2021: Journey Mapping Tools and Techniques: Research, Design and Action ...
UXPA 2021: Journey Mapping Tools and Techniques: Research, Design and Action ...UXPA 2021: Journey Mapping Tools and Techniques: Research, Design and Action ...
UXPA 2021: Journey Mapping Tools and Techniques: Research, Design and Action ...
 
Customer Experience Management Essentials by Mohammad Ghazizadeh
Customer Experience Management Essentials by Mohammad GhazizadehCustomer Experience Management Essentials by Mohammad Ghazizadeh
Customer Experience Management Essentials by Mohammad Ghazizadeh
 
Ux - Customer Journey Map
Ux - Customer Journey MapUx - Customer Journey Map
Ux - Customer Journey Map
 
Activities and Exercises for Workshops that Work (Confab 2019)
Activities and Exercises for Workshops that Work (Confab 2019)Activities and Exercises for Workshops that Work (Confab 2019)
Activities and Exercises for Workshops that Work (Confab 2019)
 
Customer Journey Mapping PowerPoint Presentation Slides
Customer Journey Mapping PowerPoint Presentation SlidesCustomer Journey Mapping PowerPoint Presentation Slides
Customer Journey Mapping PowerPoint Presentation Slides
 
Using Design Thinking to Understand Your Customer
Using Design Thinking to Understand Your CustomerUsing Design Thinking to Understand Your Customer
Using Design Thinking to Understand Your Customer
 
How Utilities Can Reduce Costs and Efficiently Handle High-Volume Customer Tr...
How Utilities Can Reduce Costs and Efficiently Handle High-Volume Customer Tr...How Utilities Can Reduce Costs and Efficiently Handle High-Volume Customer Tr...
How Utilities Can Reduce Costs and Efficiently Handle High-Volume Customer Tr...
 
Optimizing the Journey | MozCon 2016
Optimizing the Journey | MozCon 2016Optimizing the Journey | MozCon 2016
Optimizing the Journey | MozCon 2016
 
Reduce Costs and Efficiently Handle High-Volume Customer Transactions with Jo...
Reduce Costs and Efficiently Handle High-Volume Customer Transactions with Jo...Reduce Costs and Efficiently Handle High-Volume Customer Transactions with Jo...
Reduce Costs and Efficiently Handle High-Volume Customer Transactions with Jo...
 
Customer Journey Mapping For Organization PowerPoint Presentation Slides
Customer Journey Mapping For Organization PowerPoint Presentation SlidesCustomer Journey Mapping For Organization PowerPoint Presentation Slides
Customer Journey Mapping For Organization PowerPoint Presentation Slides
 
Customer Journey Mapping For Organization Powerpoint Presentation Slides
Customer Journey Mapping For Organization Powerpoint Presentation SlidesCustomer Journey Mapping For Organization Powerpoint Presentation Slides
Customer Journey Mapping For Organization Powerpoint Presentation Slides
 

Recently uploaded

Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxSamKuruvilla5
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before ConstructionResDraft
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillCre8iveskill
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024mikailaoh
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsBlock Party
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxHasan S
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024Alan Dix
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfsaidbilgen
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Ted Drake
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLkenzukiri
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTThink 360 Studio
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Amil baba
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazineRivanEleraki
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comjakyjhon00
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...khushisharma298853
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfHctorFranciscoSnchez1
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Ed Orozco
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxb2kshani34
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtTeeFusion
 

Recently uploaded (19)

Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptx
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before Construction
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkill
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teams
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPT
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazine
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.com
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdf
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptx
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy Shirt
 

Journey maps

  • 1. 1
  • 3. JOURNEY MAPS 3 Mapping the customer journey for great experiences : Unless otherwise noted, all content within created by Mary Lan (@greybeat). Source credits provided where available.
  • 4. 4 What’s a Journey Map? An journey map (aka experience map) helps create a shared empathic understanding of the customers' interactions with the [company or product] over time and space. Quote Source: Chris Risdon, Adaptive Path • “A good experience should map feel like a catalyst, not a conclusion.” • “A map should have some qualitative and quantitative information in order for it to take shape in a meaningful way.”
  • 5. 5 Source: David Bessenhoffer & Matt Wilczynski
  • 6. 6 Why a Journey Map? Gain Strategic Insights Having a holistic view into our customer’s mindset and motivations, the stages of their experience, and key trigger points can give us unique insights into how to design for them. Drive Alignment Align teams or stakeholders to strategic initiatives. Formulate a Plan Journey maps can provide a formalized framework to ensure continuity and consistency across all integrated communications and touch points. Gain a Deeper Understanding Empathy is key to designing a great user experience. Journey maps a great way to walk in the user’s shoes. Source: Matt Wilczynski, with edits by Mary Lan
  • 7. 7 Source: Chris Risdon, Adaptive Path
  • 8. “You want to work with stakeholders until they know the story so well they are constantly telling and retelling it themselves.” Source: Chris Risdon, Adaptive Path
  • 11. About the Customer Feeling Thinking Doing Did you notice frustration or delight about something? Did you see it on their face? Did they tell you so explicitly? Were they feeling rushed, anxious, excited, etc.? Why? What were they thinking as they were going through the process of [example: checking out on your site]? Did they express confusion about as they were completing the task? What was their mental model? Did they do anything interesting that may inform you of problems or opportunities in your design? (Examples: use their phone to check something, call their friend to ask for recommendation, etc.) Goal WHAT does your he/she want to achieve? (e.g. “I want to buy these shoes so that I can look great at the prom.” not “I want to go through your checkout experience so I can have these shoes.”) Customers perform tasks to achieve a goal. Your job is to find out what that goal is. Underlying that goal are emotions, thoughts, and actions.
  • 12. About the Context Places People Channel Time WHO are they interacting with? (e.g. A customer service agent) WHEN are they doing this? (e.g. Day/night) HOW are they doing this? (e.g. On their phone or on a POS device or in a store) WHERE are they interacting with you? (e.g. in your retail store at the mall) Context can influence behavior. Awareness of contextual variations and how they affect behavior can help you design relevant, timely experiences.
  • 13. Touchpoints are moments where your customers interact with your business. Examples: • Customer service call • Welcome email • Opening product packaging • An interaction on a website • Word-of-mouth referral We want to orchestrate the touchpoints! Touchpoints Image Source: David Bessenhoffer Content Source: Matt Wilczynski, with edits by Mary Lan
  • 14. 14 Breakdown of a Journey Map Search DecideEvaluate Buy + _ Source: Mary Lan
  • 15. 15 Breakdown of a Journey Map Source: Mary Lan The journey captures an end to end experience, where you define the start and end. Example: When a customer gets in their car to go to the grocery store to when they finish putting away the groceries at home. As you start to map out the tasks over time, you may notice phases beginning to reveal themselves. Time (and Phases) The customer whose experience you are representing in your map.Role What the customer wants to achieve.Goal What is the thing you want to measure? This can be emotional value (e.g. happy, frustrated) to quantity of time (e.g. how long did it take them to complete certain parts of the process) or some other value you assign to the journey map. This is your Y-axis (assuming “Time” is your X-axis). Put more simply, your journey map won’t be effective if you can’t tell a story about it. Simply saying Jane (“role”) did this (tasks to achieve “goal”) and this and this… (tasks across “time”) isn’t compelling. You need to add that Jane did this and this across time and these are the points where is where she is happy/frustrated. Value
  • 16. 16 “But I’m a Visual Person…” BOOM! Source: Mary Lan Time (and Phases) Role Goal Value
  • 26. 26 Less than Successful Examples As a caveat, I’m not sure if these were in fact intended to be Journey Maps. They came up under a Google image search I did for Journey Maps, so my apologies to the creators if it was not your intent. I guess, my apologies to the content creators regardless… ;)
  • 31. Source: Chris Risdon, Adaptive Path The Process
  • 32. 32 Linear (Time based) Pie Chart (Quantity based, can even be of time) Volatility (of emotion, satisfaction, etc.) Proximity Bracketing (Shows decisions or funneling) Connections/overlaps The Templates Source: Mary Lan
  • 33. 33 Make Your Own Journey Map! NOTE: The following slides are part of the workshop portion of the class, so there are less notes and some duplication of earlier content.
  • 34. Post-it Notes Markers & Pens Paper Your Toolkit
  • 35. Get into groups of 3 and conduct an interview: • One person tells a story (last restaurant experience). • One person sketches it. • One person takes notes and asks clarifying questions. Capturing a Story
  • 37. Decide on a Template (or Make One Up) Linear (Time based) Pie Chart (Quantity based, can even be of time) Volatility (of emotion, satisfaction, etc.) Proximity Bracketing (Shows decisions or funneling) Connections/overlaps Source: Mary Lan
  • 38. Put It All Together Source unknown
  • 39. 39 Thank You! Questions, Comments, Where to send a bag of gold? @greybeat on Twitter

Editor's Notes

  1. Class will be in two parts: lecture + activity
  2. Journey maps are a great synthesis of other artifacts you may already be used to.
  3. (Set timer) (5 min)
  4. Every person performs a task or series of tasks to achieve a goal. Your job is to find out what that is – what motivates them to complete the task? Supporting that goal are emotions, thoughts, and actions. When you interview, look/listen/probe for these. Note: You could also use an empathy map for this purpose. This is basically a stripped down version.
  5. (Set timer) (5 min)
  6. (Set timer) (5 min)
  7. (Set timer) (5 min)
  8. (Set timer) (5 min)
  9. High level process (if you had days/weeks)
  10. (Set timer) (5 min)
  11. Take the story you captured and think about how these pieces apply
  12. What do you want to measure? What’s the baseline?
  13. Define your stages, color code the parts