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Session Survey: http://www.uxpa2016.org/sessionsurvey Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org
#UXPA2016
Journey Mapping with LegsFive Best Practices from Interviews with Experts & Practitioners
Jeanne Turner: Principal UX Researcher, @WalmartLabs Julie Francis: Founder, BellaVia Research
Julie Francis@bellavia
Jeanne Turner@jean_marie
Journey Mapping with Legs#UXPA2016 || #XMapsWithLegs
Experience Journey
Service Design MapExperience Map
Story MapJourney Map
Storyboard
“No one can agree what it is. But everyone agrees it’s
important.”-Boon Sheridan
UX Research & Design Consultant
integrated
Collaborative FocusedResearch-Based
Customized
integrated
Collaborative FocusedResearch-Based
Customized
Best Practice #1: Collaborative
“Focus on the verb, not the noun.”
-Jim Kalbach Author of Mapping Experiences
“This is not an ivory tower activity. There should be no ‘ta-dah!’ moment.”-Harry Brignull, UX Research & Design Consultant
“Shared documents aren’t shared understanding”-Jeff Patton
Thanks to Cakewrecks.com for permission to use these images
“If they help cook it, they are more likely to eat it.”
-Leanne Waldahl, Head of Research, Dropbox
“Flinch test it. See what appetite the organization has.”
-Chris RisdonHead of Design, Capital One Labs
(formerly Adaptive Path)
integrated
Collaborative FocusedResearch-Based
Customized
integrated
Collaborative FocusedResearch-Based
Customized
Best Practice #2: Focused
“It can really be anything you need it to be.”
-Harry Brignull, UX Research & Design Consultant
“Stakeholder interviews are sacred.”-Jonathan Warner, Founder, Beyond UX
What: ______________
Why:_______________
For Whom:_________
Who: _______________
“… if it isn't clear why it exists, then it’s inherently useless”
-Boon Sheridan, UX Research & Design Consultant
“Don’t open the aperture too wide.”-Boon Sheridan, UX Research & Design Consultant
“You can fill a wall with any level of detail.”-Harry Brignull, UX Research & Design Consultant
integrated
Collaborative Focused
Customized
integrated
Collaborative FocusedResearch-Based
Customized
Best Practice #3: Research-Based
“Research will help you find your blind spots.”
-Andrew Johnson, Strategist & Designer, Good Eggs
“I’ve seen some beautiful design deliverables which are useless because they are based on
bad research.”-anonymous
“Just pulling from discrete research doesn’t work.”
-Chris RisdonHead of Design, Capital One Labs
(formerly Adaptive Path)
“Don’t wait for the grand reveal.”-Michael Morgan,
User Researcher, Twitter
“Know your internal customers and speak their language”
-Mark McCormick, SVP UX, Wells Fargo
integrated
Collaborative FocusedResearch-Based
Customized
integrated
Collaborative FocusedResearch-Based
Customized
Best Practice #4: Customized
“Creation of the map design with your team is the key part of the process”
-Teri Durkin, Director of UX, Sam’s Club
“Don’t try to visualize it until you’ve finished synthesizing the research.”
-Teri Durkin, Director of UX, Sam’s Club
“It’s not a museum exhibit.”-Andrew Johnson, Strategist & Designer, Good Eggs
“Aim for low-fidelity design and high-fidelity ideas.”
-Boon Sheridan, UX Researcher & Designer
(THE VERY META) MAP OF JOURNEY MAPPING: Maximizing the impact of alignment diagrams
I’m excited!I feel frustrated
I am stuck!
I have no resources!
PAIN POINTS
OPPORTUNITIES
FEELINGS
DOING
Initiate Investigate Illustrate Align
Lack of buy in for project
Unclear objectives
Lack of alignment on goals & objectives
Map is based on biases / assumptions
Map has gaps
The journey map isn’t used at allNo change. Same silos and pain pointsMap isn’t what stakeholders expectedIs only used for tiny, tactical improvements
Force insights into pre-selected design / template
Scope creepLack of stakeholder involvement
I feel burnt out
Include team in research & debriefs
Triangulate: quant surveys, metrics & qual
Identify holes in existing research
Observe users in-context (e.g., in-home)
Conduct journey-based user researchInclude stakeholders in researchShare findings: war room, Mural etc
Host “brown bags” to get buy in
Evaluate need for external expertise
Assemble cross-functional teamIdentify scope, goals, assumptionsConduct stakeholder interviewsAssess interest and appetite for mapping
Host a co-creation workshop
Include diverse team members
Focus on the process, not the deliverableTailor map for specific audience & cultureSpeak business language: include key metrics
Post map in a very public place
Refine based on research & changes to landscapeHold workshops to brainstorm solutionsGet user feedback on prototypesCreate product roadmapAlign org around user journey, not featuresMonitor improvements to key metrics - Are you moving the needle?
I’m not prepared!
GUIDING PRINCIPLES
Julie Francis Founder BellaVia Research @BellaVia [email protected] Jeanne Turner Principal UX Researcher Walmart Labs @jean_marie uxjeanne@gmail Will Tyner Researcher Facebook @WillTyner1 williamttyner@gmail
Google many examples
Learn: books, podcasts etc.
See example maps
Make big promises Underestimate time
Put map on wall
Share with stakeholders
Encourage use of map
Roll it up and put it into corner
Make map alone in black hole
Outsource project to vendor
Loose track of objectives
Force insights into pre determined solution
Loose track of objectives
Review past research
Try to get budget
Hyper-focus on pain points
Come up to Speed
Overcommit
Work in Isolation
Bypass Journey - Focused Research
Scope Creep
Force Insights Into Template Try to Socialize the Map
Give Up & Move On
Where do I even start?
How do I assemble a team?
Which map format will work best?
No one seems interested in the map
Why isn’t engineerng / product using this?I wish this had turned out differentlyWhy did I waste my time on this?
No one on the team agrees!
This takes too long and is too much to showI can’t get the right people’s input
We already know about our users
We don’t have time for research
We don’t have budget for researchTHINKING
COLLABORATIVE FOCUSED RESEARCH BASED CUSTOMIZED INTEGRATED
I’m overwhelmed!I’m impatient
I’m exhausted!
I’m overwhelmed!
I’m resentful & remorseful
I’m dissapointed
I’m frustrated
Actor: UX Professional - First Mapping Project
(THE VERY META) MAP OF JOURNEY MAPPING: Maximizing the impact of alignment diagrams
DOING
Initiate Investigate Illustrate
Google many examples
Learn: books, podcasts etc.
See example maps
Make big promises Underestimate time
Make map alone in black hole
Outsource project to vendor
Loose track of objectives
Force insights into pre determined solution
Loose track of objectives
Review past research
Try to get budget
Hyper-focus on pain points
Come up to Speed
Overcommit
Work in Isolation
Bypass Journey - Focused Research
Scope Creep
Force Insights Into Template
We already know about our users
Actor: UX Professional - First Mapping Project
Integrated
Collaborative FocusedResearch-Based
Customized
Integrated
Collaborative FocusedResearch-Based
Customized
Best Practice #5: Integrated
“Don’t sell it. don’t pitch it. Weave it into your culture.”
-Andrew Johnson Strategist & Designer, Good Eggs
“Keep it alive and well throughout the entire lifecycle of the product
development process.”-James Keller
Executive Director of Strategy, Uncorked Studios
“No one wants to look at a decayed artifact.”
-Jonathan WarnerBeyond UX, formerly of Adaptive Path
Cultivated
Collaborative FocusedResearch-Based
Customized
Session Survey: http://www.uxpa2016.org/sessionsurvey Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org
#UXPA2016
Julie [email protected]
@bellavia
Jeanne [email protected]
@jean_marie
