Journey Mapping 101 - IxDA Phoenix

Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology

Journey Mapping 101 Tony QuirozLocal Leader, IxDA Phoenix UX Design Strategist, Ethology

Sean RiceSenior UX Design Strategist, Ethology

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Journey Mapping 101 ● What is a Journey Map?

● Spotlight on: Moments of Truth

● When to use (and when not to)

● How to build a Journey Map

● Activity

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What is a Journey Map?

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What is a Journey Map? ● A Journey Map makes the customer experience

visible and tangible.

● Injects thoughts, feelings, actions, pain points.

● Helps pinpoint “Moments of Truth” so we can give those special attention.

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What is a Journey Map? ● They also make a great

selling prop!

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Client Name Removed


At the highest level, it’s this:

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● Think● Feel● Do● Pain Points● Tools & touch points● Opportunities

Then we flesh thingsout from there.

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The Anatomy of a Journey Map

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Client Name Removed


Steps & Doing

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Think & Feel

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Moments of Truth*

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Touchpoints (Tools, Tech, Channels, etc.)

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Opportunities

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Other Stuff

● Guiding Principles

● Smiley Faces

● More...

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Guiding Principles

Steps

Doing

Thinking

Feeling

Moments of Truth

Touchpoints

Opportunities

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Client Name Removed


There is no single, standard format. Journey Map designs are different because each customer journey is different.

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Spotlight on: Moments of Truth

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Moments of Truth

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So the journey may look something like this:

What am I going to do this weekend?

Commercial for a new movie. Sounds cool!

When is it playing at my local

theater?

MOMENT OF TRUTH!

Icons made by Freepik. www.flaticon.com is licensed under http://creativecommons.org/licenses/by/3.0/

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Moments of Truth ● Pivotal moments in the journey.

● “Do I take the next step or abandon ship?”

➢ Information needs

➢ Interactions, Tasks

➢ Decisions

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Um...

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That’s more like it.

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Bigtime Insights ● Moments of Truth

● Micro-moments

● Jobs to be Done

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● Moments of Truth = Go / No Go

● Micro-moments = Critical interaction points

● Jobs to be Done = Engagement, not Selling

Bigtime Insights

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When to Use a Journey Map

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Think about Journey Mapping when...

● Breaking into new markets (verticals)

● Understanding new customer segments (millennials)

● Assessing impact of technology changes (mobile)

● Refresh / redesigns / rebrands

● Looking to squeeze more revenue out of an already successful process

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Don’t use Journey Mapping for...

● Task flow analysis (Example: New user registration)

● Audience Analysis - It’s not a matrix!

● Incremental updates - Better served by user testing

● Projects with teeny-tiny budgets (talk to users & test)

● When you won’t get to talk to real users (gulp...)

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How to build a Journey Map

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This big board here.

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Materials

● Multi-colored Post it notes

● Notecards

● Sharpies

● Masking tape

● Wall space or whiteboard

● Camera

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Roles

● Facilitator / Interviewer - Guides the discussion

● Board constructor w/good handwriting

● Client / Customer SMEs

● Stakeholders

● Other interested parties on internal / external teams

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Groups of 8-10 or more are okay.

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Who to Invite

● Product Managers / Product Owners

● Marketing / Sales

● Stakeholders

● Customer advisors / advocates, Tech Support

● Any other SMEs

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Sample Work Flow

● Welcome

● Journey Mapping 101

● User persona

● Mapping activity

● Review key findings (stars / dots)

● Wrap up

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After You’re Done with the Activity

● Take lots of pictures

● Clarify handwriting issues on the spot

● Gather team member notes & summarize

● Share raw materials via InVision, etc.

● Produce digital version

● Validate with input from customers

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About Those Customers...

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Journey Mapping 101

Questions?37


Journey Mapping Activity: Choosing a Smartphone

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Journey Mapping 101

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Journey Mapping 101 Tony QuirozLocal Leader, IxDA Phoenix UX Design Strategist, Ethology

Sean RiceSenior UX Design Strategist, Ethology

Thanks

Everyone!@IxDAPhoenix

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