Future state journey mapping
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Transcript of Future state journey mapping
Future State Journey Mapping: Strategic Human-Centered Design
Gina Bhawalkar, Asst. Vice President UX & Accessibility Scottrade
Next Gen CX 2015
My Background
• AVP of User Experience & Accessibility at
Scottrade Financial Services, Inc., a
privately-held company that includes
Scottrade Inc, Scottrade Bank, and
Scottrade Investment Management.
• Ten years experience as both a UX
practitioner and managing UX teams.
• Started our journey mapping practice at
Scottrade in 2013, and today about 80% of
the mapping we do is future state mapping,
primarily to drive product and sales strategy.
What We’ll Cover
• What is future state journey mapping, and
why do it?
• How to create a future state journey map
• Exercise: Maximizing the value of your maps
• Tips and key takeaways
Future State Journey Mapping
A strategic design and alignment tool
for extracting and visualizing business
and customer experience strategy by
focusing on what we desire the
customer to do, think, and feel when
experiencing a product or service.
Why Future State Mapping?
• Keeps the focus on the customer
• Drive strategy
• Extract and articulate a vision
• Align teams
• Surface anticipated pain points you’ll need
to mitigate
• Control power dynamics
Differences from Current State Maps
• Not solely grounded in research.
• Business strategy is often the primary driver,
though these maps can also inform that
strategy.
• Focus is on laying out the vision for a new
product, service or experience.
• Includes what we desire customers to do,
think, and feel.
Goal: Articulate business strategy from the client’s perspective, using the map as a tool to align and organize 13 work streams.
Goal: Adhere to our guiding principles to design a leading edge client experience, kick start requirements and educate candidate vendors.
Goal: Gain alignment on how a new type of conversation will feel for the client and then train client-facing teams.
Step 1: Define objectives, scope, and
intended use.
Step 2: Form mapping stakeholder group
Step 3: Pre-work (gather relevant research &
data)
Step 4: Conduct workshops to map the
journey
Step 5: Design map
Step 6: Review with additional parties
Seven Steps to Develop a Future State Journey Map
Building Blocks of Future State Maps
• Phases
• Guiding principles
• Target persona/audience
• Desired Customer Steps, Thinking, Feeling
• People the customer interacts with
• Channels, Touch points, Documents
• Business and Customer goals
• High Level Requirements
• Key questions customer may have
Exercise
• I’ll assign each table a department at the hotel company.
• Your task: – You are the head of this department.
– Executive leadership has bought in and socialized this as experience you need to deliver.
– Brainstorm how you can use the future state experience map to aid in planning and/or executing your department’s work.
• Be prepared to share one idea.
Maximizing the Value of Future State Journey Maps
Role Value Future State Maps Provide
Business owners Align teams around a common visionRamp up vendors
Project Managers Spin up and manage work streams
CX professionals Design research and measurement plansPromote a culture of client centricity
Procurement Leverage in RFP process
Business analysts Starting point to develop business requirements
UX Designers Starting point for more detailed experience design
Training Leverage in training materials to educate impacted departments, and front line employees, on the new experience prior to rollout.
Tips to Ensure Success
• Be aggressive in promoting this
process.
• Don’t over-engineer your maps - know
the level of detail needed going in.
• Train your team in good facilitation
skills.
• Find advocates and owners of your
maps.
Key Takeaways
• Leverage Future State Journey Maps
as a tool for extracting and visualizing
strategy and to facilitate alignment
across departments.
• Apply the seven step process to
develop your maps.
• Don’t let your maps sit on a shelf –
really put them to work. Use the ideas
from our exercise as a starting point.
Additional Resources
• “Start Innovating With Future-State
Journey Mapping”, by Forrester
Research analyst Tony Costa, February
2015
• Adaptive Path’s Guide to Experience
Mapping
(http://www.adaptivepath.com/ideas
/our-guide-to-experience-mapping/)
• Journey Map Examples:
https://www.pinterest.com/uxjam/jour
neys/