Customer Journey Maps: Why and how UX practitioners use them or avoid them

#UXPA2016

www.uxpa2016.orgSession Survey: www.uxpa2016.org/sessionsurvey/171

Conference Survey : www.uxpa2016.org/survey

Customer Journey Maps

Why and how UX practitioners

use them or avoid them

Survey: http://www.uxpa2016.org/sessionsurvey/171

http://www.uxpa2016.org/sessionsurvey/171

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Our plan

• Overview of our session schedule• 2 minutes to set the stage

• 30-second introduction of each speaker

• 5-minute presentation by each panelist

• 20 minutes for Q & A

• Cards available to write your questions to all or a specific panelist

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Our panel of presenters and your host• Jen McGinn – Veracode Inc., Burlington, MA

• Caroline Jarrett – Effortmark, UK

• Tharon Howard – Clemson University, Clemson, SC

• Paul Sherman – Kent State University, Kent, OH

• Josie Scott – Synchrony Financial, Van Buren TWP, MI

• TS Balaji – Cox Communications, Atlanta, GA

• Veronica Hinkle – Country Financial, Bloomington, IL

• Carol Barnum – UX Firm, Atlanta, GA

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Interactive Journey Maps

Jen McGinn

Director of User Experience

Veracode, Inc.

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The Ask

One of my team members was contacted by a Senior Director of Product Management.

We were in a competitive situation…

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And he wanted to understand the risks associated with our current experience.

The PM asked us to conduct usability tests to find out.

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We had been conducting user research on these products and their onboarding for years. We didn’t need more usability tests. We decided to conduct walkthroughs of the service from the

perspectives of our three different user roles…

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So we could document what was and wasn’t working.

What we found were rough edges and gaps between the various systems.

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We took screenshots every step of the way, but in the end, we had hundreds of screens, that didn’t lend themselves to communicating the findings in an hour-long meeting

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We needed a concise way to tell the story to our stakeholders who were distributed around the world

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The ARTIFACT

We decided to use journey maps as a way to organize the data we had, so we went looking for a good template.

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We searched the web and found static PDFs that were often beautiful, but not editable.

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And not conducive to sharing with distributed teams around the globe

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What we needed was something that could work in a slide deck; that would allow us to share the results the way we normally did…

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Something that could link to the screenshots we’d taken and that included callouts with our commentary. So we did just that. We combined

the visual design aspects of the examples we found on the web with PowerPoint.

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ResultTask YTask X

User Role 1 – Initial Experiences (3 of 3)

Service A

I try to perform Task Y, but it’s confusing –which of the properties do they need?

Frustrated, I send some of the information from the email I received when my account was created.

Now what? What kind of notification will Role 2 receive?

Service B

Email from Role 2

• Insufficient feedback: Role 1 has no visibility into what Role 2 will receive or when they will receive it.

4 hours

I get an email from Role 2 that she received an email,but can’t log in.

• Insufficient information: Role 2 never receives the information they need to login in email.

Response to Role 2Tab 4

Expectation

• Insufficient information: I have no idea what the different properties do, nor which I should be assigning to whom.

EmailService A

I get a scary warning that tells me I should not be doing this.

Overview

I decide to try the service link from the overview page.

Wow! It knows me!It’s nice to look at. There are videos, and I can get started right away!

Look at that –there are tutorialsfor everyone on the team

Home screen

The other three tabs look modern. I love the large graphics and text that tell me what should happen on the Tab 3 and Tab 4 tabs.

• Personalization: Great use of information that the system already has (my name) to engage me right off the bat.

• Persona-based design: The service takes what they know about the users and customize content to be meaningful to each one. Great job.

• Content seeding: The service goes above and by filling empty space with visually interesting graphics and links to deeper leaning.

Tab 3

Tab 2Tab 1

The result was a set of interactive customer journey maps that provided a rich picture of where the experience did and didn’t meet customer expectations. What was really different though, is

that the stakeholders didn’t have to imagine the user experience, they could see it.

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Hopefully, this is just an artifact of the internal build,

so I proceed.

<< Return to Journey Map

There were links from the maps to the screenshots and links from the screenshots back to the maps.

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ResultTask YTask X

User Role 1 – Initial Experiences (3 of 3)

Service A

I try to perform Task Y, but it’s confusing –which of the properties do they need?

Frustrated, I send some of the information from the email I received when my account was created.

Now what? What kind of notification will Role 2 receive?

Service B

Email from Role 2

• Insufficient feedback: Role 1 has no visibility into what Role 2 will receive or when they will receive it.

4 hours

I get an email from Role 2 that she received an email,but can’t log in.

• Insufficient information: Role 2 never receives the information they need to login in email.

Response to Role 2Tab 4

Expectation

• Insufficient information: I have no idea what the different properties do, nor which I should be assigning to whom.

EmailService A

I get a scary warning that tells me I should not be doing this.

Overview

I decide to try the service link from the overview page.

Wow! It knows me!It’s nice to look at. There are videos, and I can get started right away!

Look at that –there are tutorialsfor everyone on the team

Home screen

The other three tabs look modern. I love the large graphics and text that tell me what should happen on the Tab 3 and Tab 4 tabs.

• Personalization: Great use of information that the system already has (my name) to engage me right off the bat.

• Persona-based design: The service takes what they know about the users and customize content to be meaningful to each one. Great job.

• Content seeding: The service goes above and by filling empty space with visually interesting graphics and links to deeper leaning.

Tab 3

Tab 2Tab 1

User type and use caseContexts

Baseline user expectation

Variance from expectation

Screen/location

Tasks

First-person narrative

UX meta-analysis

What it created was a fluid experience combined with a rich picture. There were a LOT of findings.

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ID Area Description of issueSlide

number

2 UA On Screen 1, the user assistance text needs to tell me that I cannot use capital letters in the service name. 13, 14

4Service A, Platform

On Screen 1 and Screen 2, the box around Service A information indicates to the user that they can scroll down further on the page. They cannot. The box needs to be updated, to indicate to the user that there is no additional information. 15, 17

10 PlatformThe menus in Screen 1 and Screen 2 need a border, so the menu doesn't bleed into the white of the dashboard screens. 22,

12 Platform The menu has the same items as the primary navigation rather than subordinate/contextual actions. 24

13 Service A The link to Screen 3 currently goes nowhere. It needs to link to Service B. 25

19 UA There are unnecessary font changes in the text for Service A and Service B in the notification email. 27

20 Service B Copying and pasting my temporary password works in Screen 8, but not in Screen 11. There it produces an error. 6, 29, 31

21 Service A The metrics that are displayed on the dashboard are not the key metrics that I’m interested in seeing. 6, 32, 33

We worked with Product Management, Development, and Design to categorize and prioritize the findings

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Bugs (8)

Low effort, can be fixed in less than a month

Medium effort, can be fixed in 1-3 months

High effort, will take more than 3 months to fix

Lower priority or less impact

Higher priority, greater impact

Documentation/UA

Service B

Service A

Platform

12

19

13

20

4

10

2

21

Then we created maps of the findings that showed the priority, the level of effort, and interactions between the systems;

and visualized them in a concise format so each team could quickly determine their next steps.

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The IMPACT

The result was a deliverable that executives were eager to share with one another, that product managers used to articulate gaps and needs in the user experience,

and that development leaders were motivated to take action on.

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Countless issues were identified and fixed as a result of these (and subsequent) journey maps

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And the interactive journey maps became the most effective deliverable we had for communicating a user experience that spanned multiple teams and systems.

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Interactive Journey Maps

Jen McGinn

Director of User Experience

Veracode, Inc.

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Journey maps: Pitfalls and possibilities

Caroline Jarrett@cjforms

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Journey maps can be useful

26https://designnotes.blog.gov.uk/2016/03/30/why-we-use-user-journey-maps-in-government/

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This journey map inspired these thoughts

27Image credit: Caroline Jarrett

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A rich journey map may be hard to share

28https://designnote.blog.gov.uk/2016/03/30/why-we-use-user-journey-maps-in-government/

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A simplified journey map may be easier

29

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Reality is likely to be much more complex

30

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The map may be more like a jigsaw

31

TrainingEmployer

Candidate Funding

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Caroline Jarrett

Twitter @cjforms

http://www.slideshare.net/cjforms

[email protected]

32

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User Story Maps VS Personas

When do they provide actionable results?

Tharon Howard, Clemson University

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Sample Persona from 2009

• We identified 12 user types

• Interviews of actual users were conducted

• 12 personas were developed

See entire website at http://media.clemson.edu/caah/caah_mockups//index.html

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Create Mock-ups for Each Persona

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Our clients didn’t appear to use any of our personas

The final design of the site didn’t reflect either the data included in our personas nor did it use many of the features we designed into the mock-up pages to accommodate specific persona needs.

(see Friess, E. [2012]. “Personas and decision making in the design process: An ethnographic case study.” ACM CHI ’12. Archival Research Papers on Human Factors in Computing Systems, pp. 1209-1218.)

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2016 Approach to Redesign

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2016 Approach to Redesign

• After introducing User Story Maps, students conducted interviews of users

• Interviews were coded using Strauss’s approach and grounded theory

• Personas were developed based on interviews

• User Story Maps were created

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Sample of student’s map

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Sample of Student Map Using storiesonboard.com

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Actionable results in 2016

• The designers didn’t use the mock-ups or personas the students created

• The lead designer of the template requested all of the user story maps developed

• Specifically, they wanted the tasks outlined in the backbone and the skeleton

• They also wanted the prioritization of tasks

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Journey MappingJust Say Maybe

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What Is Your Goal?

UX diagnosis:Are you trying to identify cross-organization disconnects? Places where the ball gets dropped?

UX planning: Are you trying to define a complex multi-channel experience?

A journey map is a great place to start.

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When Journey Maps Mislead

When you fill them with unsupported assumptions about people.

When they emphasize style over substance.

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They’re A Tool For Sense-Making

Use them to frame and understand the problem.

Don’t use them just to make a pretty deliverable.

That doesn’t add value.

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• A look at techniques and tools for collaboration

Mapping the JourneyWhen you’re not in the same room

Josie Scott – UxPA 2016

@josies

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Let’s stipulate:

Journey Maps create empathy

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Courtesy: Emily Bowman @awesomania

WHEN IN DOUBT, MAP IT OUT

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We as an agile/lean team need to:

Conduct primary researchShare our wisdom/tell storiesEnvision togetherDecide on a new path

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Let’s be honest:

We can’t always get together

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Mapping Principles to Live by

Capture Everything

Share!Come Together!

(Or, not!)

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Capture Everything!

An organized approach

Capture Everything

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Everyone has a stake:

Folks are on the team for a reason –what do they know?

Get their data, too

Meet and discuss regularly

Organize your research; bring everyone

in.

Team members should go out with you.

Capture Everything

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Tools• Photos• Pen and Paper• Recordings • Online Conferencing• Office/productivity tools• Notes (various)• Snagit/capturing tools

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Share! (right away)

The Agile in You Knows You Must

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We share our recordings and all we do into a company shared drive.

We send out notes every day –•what we saw•what we learned •what surprised us

Share now!

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Come Together.

Or, Not!

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In Person...

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It is possible to collaborate real time.

Or, online

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Tools...

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Thank you!@josies

https://www.linkedin.com/in/josiescott

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Customer Journey Maps: Why and how UX practitioners use

them or avoid themT.S.Balaji

Executive Director - Experience Design, Insights & Analytics

Cox Communications

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Me

• Started my career in couple of startup companies in the bay area in speech recognition and speech interfaces.

• Spent several years with Sprint & Boost designing services across all aspects of the customer’s lifecycle.

• Led the CX group for the Connected Vehicles during my last three years at Sprint

• Created UX Center for Excellence at Cox. We work on everything from Digital, Product, Enterprise systems & HR.

• MS in Industrial Engineering from Lousiana Tech & MBA from Uva.

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Journey Map Process

Stakeholder

interviews

Stakeholder’s

view of

Customer’s

Journey

Customer

Interviews/co-

creation

Analysis &

Workshop

Final

Presentation

The process that we are sharing here is for experiences that are in existence for customers. Our approach focuses on allowing stakeholders to have a view point and incorporating the said POV into the

journey map.

Description

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Journey Map - Stakeholder View

Taking the Cox customer’s journey as they experience each touch

point within their lifecycle—leveraging what we know—and creating

mindsets based on limited consumer research to date.

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Thank you !!!!

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Customer Journey Maps: A Cross Functional View

COUNTRY FinancialVeronica Hinkle, PhD.

Session Survey: www.uxpa2016.org/sessionsurvey/171

Conference Survey: www.uxpa2016.org/survey

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Conference Survey : www.uxpa2016.org/surveyCOUNTRY FINANCIAL

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Defining Customer Journey Maps

User Experience & Interaction Design

• A Customer Journey Map is a visual representation of a customer’s experience with a product or service that includes the customer’s needs, wants, and expectations.

• They require both quantitative and qualitative research

• Other names: User Journey, User Experience Journey, Blueprint

• They are not just about illustrating the journey

• They are not just about illustrating the service process

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69

Defining Customer Journey Maps


• Customer journey maps are about identifying touch points, interactions, and sentiments

• They are about identifying existing experiences

• They provide a picture of the current ecosystem

• They need personas to fully illustrate the customers’ experiences

• They need a timeline

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Differentiating CX and UX


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71

When We use the Same Word But Give it Different Meaning


CX UX

Marketing Personas Design Personas

Sentiment Emotion

Process of using product or service

Experience while using product or service

Customer User

Messaging Ease of Use

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Reconcile Your Differences


• Define your common vocabulary and what it means to your team

• Highlight the differences and similarities when talking to other business teams

• If necessary, assign a different name to concepts that have a high potential to break communication between different business teams

• Emphasize that you are creating a conceptual bridge in order to effectively use customer journey maps across different business teams

Technology

Customer Journey Maps: Why and how UX practitioners use them or avoid them