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Student Journey MapsJP Rains VP Strategy at Soshal@jp_rains
@jp_rainsJP Rains
VP, Strategy at Soshal#PSEWEB Board Chair
Former head of digital at Laurentian University
@jp_rainsStudent Journey Mapping
• What is Student Journey Mapping?• How can you implement this process
on campus?• How can you use this to improve your efforts?
What is a Student Journey Map?
@jp_rainsStudent Journey Mapping
The student journey is arguably one of the most complex user mapping exercises, as it involves a significant number of stakeholders, concurrent processes, and spans over many years.
A map that tells the story of a student’s journey through the student life cycle (or a phase of it).
What is a Student Journey Map?
@jp_rainsElements of the Student Journey Map
Personas (Ex: prospective students, alumni etc)1. Goal(s)2. Activities3. Emotions4. Barriers5. Insights
@jp_rainsWhat is a Persona?
• Prospect• Current Student• International Student• Alumni• Donor
• Media• Researchers• Faculty• Staff• Government
What is a Goal?
@jp_rainsWhat is an Activity?
@jp_rainsWhat is an Emotion?
“Everything is awesome! I
think…”
“I hope I don’t fail”
“Starting to feel the stress!”
“OMG”
“No.”
@jp_rainsWhat is a Barrier?
Professor TobiasOffice Hours
Mon -----Tues -----Weds -----Thurs -----Fri 9am - 9:30am
@jp_rainsWhat is an Insight?
The insight we’ve gained and can apply.• Students have trouble finding programs
because of the long list and confusing names. We should create a way to find programs that removes the complexity.
Your student experience needs to be better.Always.
How can you collect this information?
@jp_rainsCollecting data
QualitativeFocus groups (students, staff, faculty)Logs of frequently asked questionsSurveys1 on 1 interviews
“Data, I think, is one of the most powerful mechanisms for telling stories. I take a huge pile of data and I try to get it to tell stories.”
Steven Levitt - Freakonomics Co-Author
@jp_rainsCollecting data
QuantitativeGoogle AnalyticsAnalysis of inquiries from Social MediaCRM dataInstitutional data
How can you use this to improve your efforts?
@jp_rainsUsing a Student Journey Map
1. Prioritize investments2. Simplify the student journey3. Appreciate the emotional state of students4. Spread this information 5. Better understand other areas of the student
journey
@jp_rainsUsing a Student Journey Map
6. Annual benchmarking7. Creating new tools8. Dispelling myths9. Put students first
10. Avoid HIPPO decision making
Students are both our customer and our product.Let’s invest in them.
