Mapping the Journey – Experience Beyond the Screen

MAPPINGTHE JOURNEYExperience Beyond the ScreenJamin Hegeman | @jamin MAY 17, 2012 | UX LX

ey used to only ask for this. 2

now theywant more! 3

CHALLENGEHow do we use our designskills to help organizationsunderstand the experiencesand interactions beyondthe screen? 4

e Journey Map 5

e journey map is an oriented graphthat describes the journey of a user byrepresenting the diﬀerent touchpointsthat characterize his interaction withthe service.– servicedesigntools.org 6

e journey map is an oriented graphthat describes the journey of a user byrepresenting the diﬀerent touchpointsthat characterize his interaction withthe service.– servicedesigntools.org Not a lways 6

A journey map is avisualization of experiencesover space and time toaccomplish a goal. 7

Vacation Planning Journey 8

How can this help me? 9

Visualize the intangible

Goal: attend conference 11

Goal: attend conference What are all the experiences, products, and services that were part of the journey of getting to the conference that might be relevant to the design of the service? 11

Building Blocks Stages Actions Emotions Meaningful chunks What people are doing Needs, feelings, of activities and perceptions People Context Products and Who is involved Place and Services environment 12

Stages Actions EmotionsPeople products Context and services 13

Journey Map Stages Emotions Actions People Artifacts Context 14

Journey Map UX LX Conference journey Stages Emotions Actions People Artifacts Context 14

Journey Map UX LX Conference journey Planning Traveling Attending Traveling Revisiting Stages Emotions Actions People Artifacts Context 14

Journey Map UX LX Conference journey Planning Traveling Attending Traveling Revisiting Excited! Go to drinks! friends Tivoli Cafe wine Stages Emotions Actions People Artifacts Context 14

Design from the outside in

Start outside, work your way in. Experiences outside of your service may be relevant. 16

UX LX Journey Planning Traveling Attending Traveling Revisiting 17

UX LX Journey Planning Traveling Attending Traveling Revisiting Maybe nothing to do with the conference 17

UX LX Journey Planning Traveling Attending Traveling Revisiting Maybe nothing to do with the conference Maybe something to do with the conference 17

Highlight what’s beyond the service. 18

Create a common reference

Rail Europe Experience MapGuiding PrinciplesPeople choose rail travel because it is Rail booking is only one part of people’s larger People build their travel plans over time. People value service that is respectful, effectiveconvenient, easy, and flexible. travel process. and personable.Customer Journey STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel Enter trips Review fares Confirm Delivery Payment Review & Share experience RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes Destination Look up pages Change Check ticket Share time tables E-ticket Print plans status photos at Station Get stamp Live chat for for refund Web raileurope.com questions Plan with Map itinerary interactive map (finding pass) Share experience May call if Buy additional (reviews) DOING tickets difficulties occur Kayak, View Blogs & web/ compare maps apps Travel sites Print e-tickets airfare at home Paper tickets Plan/ Web arrive in mail Look up confirm timetables Arrange Request Mail tickets Talk with activities Google Research refunds for refund friends travel searches hotels • What is the easiest way to get around Europe? • I want to get the best price, but I’m willing to pay a • Do I have all the tickets, passes and reservations • Do I have everything I need? • I just figured we could grab a train but there are • Trying to return ticket I was not able to use. Not • Where do I want to go? little more for first class. I need in this booking so I don’t pay more • Rail Europe website was easy and friendly, but not more trains. What can we do now? sure if I’ll get a refund or not. THINKING • How much time should I/we spend in each • How much will my whole trip cost me? What are my shipping? when an issue came up, I couldn’t get help. • Am I on the right train? If not, what next? • People are going to love these photos! place for site seeing and activities? trade-offs? • Rail Europe is not answering the phone. How • I want to make more travel plans. How do I • Next time, we will explore routes and availability • Are there other activities I can add to my plan? • What will I do if my tickets don’t arrive in time? else can I get my question answered? do that? more carefully. • I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with • Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends. • What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my FEELING • Frustrated that Rail Europe won’t ship tickets connection. • A bit annoyed to be dealing with ticket refund • I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show us around is fun, issues when I just got home. • Am I sure this is the trip I want to take? • Happy to receive my tickets in the mail! serendipitous, and special. Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail EuropeOpportunitiesGLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVELCommunicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning andproposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too.STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: TravelingMake your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly atmore savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times.STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel Information Stakeholder interviews Customer Experience Survey Ongoing, Linear Non-linear, but non-linear process time based sources Cognitive walkthroughs Existing Rail Europe Documentation Experience Map for Rail Europe | August 2011 20

THERE ANDBACK AGAINA SF MUNI USER JOURNEYKEY BAD !HOME NEXTBUS WAITING AT BUS STOP GOOD ACTIVITIES HOME c e IBOOKS NIGHT Z Z TIRED M EMAIL DAY #10 Z vLOUD 10 INBOUND }HOT } OUTBOUND jSOCIAL cRUSHED] uuu CROWDED # q u qu SOCIAL c WAITING AT BUS STOP ! !! SCHOOLby Evan Litvak 21

Emotional map of a MUNI rider USE 6 1 3 4 5 2 Design opportunities to improve the MUNI experience: 1 Enable push notifications on the phone with updates if the bus is running early/on time/late 4 Notify in advance if the bus is overcrowded; add arm rests to the seats 2 Provide an easy way to submit suggestions and complaints about MUNI service from phone 5 Enable a phone setting to send a reminder when arriving at destination 3 Send notifications when it is time to renew monthly pass or when Clipper balance is low 6 Make the back doors stay open the entire time while at a bus stop by Tanya Siadneva 22

Tell a visual story. 23

Prioritize eﬀorts

Emotional map of a MUNI rider USE 6 1 3 4 5 2 Design opportunities to improve the MUNI experience: 1 Enable push notifications on the phone with updates if the bus is running early/on time/late 4 Notify in advance if the bus is overcrowded; add arm rests to the seats 2 Provide an easy way to submit suggestions and complaints about MUNI service from phone 5 Enable a phone setting to send a reminder when arriving at destination 3 Send notifications when it is time to renew monthly pass or when Clipper balance is low 6 Make the back doors stay open the entire time while at a bus stop by Tanya Siadneva 25

Five Lessons

Use after researchresearch Ideation Journey Storyboard Blueprint Touchpoints 27

Frame and Reframe start end 28

Decide your zoom levelWhat journey are you mapping? Organization Service Product Feature Control 29

Know your audience organization design team 30

Make it stand alone Makes sense to me. 31

Keys to SuccessStart with the building blocks.Stages, actions, emotions, people, context,product and services.Tell a visual story.Use design skills to communicate what’s important.Go beyond the service.Map what happens before, after, and in between. 32

is will help you... Design across touchpoints Design across channels Design across experiences meet the future needs of design 33

ank you!CONTACTJAMIN HEGEMANjamin@adaptivepath.com | @jamin 34

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Mapping the Journey – Experience Beyond the Screen

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