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The Twitters

@greybeat@SPORTS195@LearnITATX

#journeyMapIT

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JOURNEY MAPSMapping the customer journey for great

experiences

:

Unless otherwise noted, all content within created by Mary Lan (@greybeat). Source credits provided where available.

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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.”

5Source: David Bessenhoffer & Matt Wilczynski

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Why a Journey Map?

Gain Strategic InsightsHaving 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 AlignmentAlign teams or stakeholders to strategic initiatives.

Formulate a PlanJourney maps can provide a formalized framework to ensure continuity and consistency across all integrated communications and touch points.

Gain a Deeper UnderstandingEmpathy 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

7Source: 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

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The Parts

Customer & Context

Feeling

Thinking

Doing

Places

People

Channel

Time

Goal

About the Customer About the Context

About the Customer

Feeling Thinking DoingDid 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

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Breakdown of a Journey Map

Search DecideEvaluate Buy

+

_

Source: Mary Lan

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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

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“But I’m a Visual Person…” BOOM!

Source: Mary Lan

Time (and Phases)

Role

Goal

Value

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Examples

18Source: Starbucks

19Source: Rail Europe

20Source unknown

21Source unknown

22Source: Muni

23Source: Intuit

24Source unknown

25Source: Lego

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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

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Doing It!

Source: Chris Risdon, Adaptive Path

The Process

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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

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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/overlapsSource: Mary Lan

Put It All Together

Source unknown

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Thank You!

Questions, Comments, Where to send a bag of

gold? @greybeat on Twitter