5. What kind of
challenges are
you experiencing?
#VDS2020
@Design4AHS
I keep
getting
distracted by
snacks
I don’t work in
healthcare,
should I still be
here?
I keep getting
distracted with
new ideas
I’m worried I’m
doing this wrong!
I have no one
to bounce things
off ofI can’t print
the workbook or
scan in my
homework
My solution
doesn’t fit my
problem
anymore
Can’t settle
on a problem
This is
taking more
time than I
thought it
would
I don’t know
who the end-
user is!
I think I’m
focused on the
wrong
problem/user
6. Whoops! Found a solution…
Homework
#VDS2020
@Design4AHS
How do you know what clients need? Want?
HMW integrate essential wrap-
around services for clients living
with mental health and/or
addiction challenges?
Is “creating” the right mystery?
HMW use non-traditional roles to
provide foot care for people with
type 2 diabetes?
10. Homework
#VDS2020
@Design4AHS
Empathy common prob
No one to call
Spending time on hold
No direct interaction
Waiting
Lack of knowledge
No context
PAINS
Easy to read/colour coded
Meaning behind message
Personalized doc note
Easy way to communicate
GAINS
Do you have a better understanding of what this person wants?
11. Homework, live!
Would you use attend a live
homework session?
When would be the most useful
day for a homework session?
Which part of the (MDT) day
would be most convenient?
Yes No
Monday Tuesday Wednesday Friday
Morning Afternoon Evening
#VDS2020
@Design4AHS
14. Special Guest
#VDS2020
@Design4AHS
Putting yourself in the role of
the user is a powerful way to
find opportunities for
impactful change.
Andrew Siu
Mapping the Human Experience
Andrew is a strategic advisor at the Health Design Lab at Emily
Carr University of Art and Design in British Columbia, Canada.
22. @siuhosein
Call for
a taxi
Grab coffee
nearby
Call for a
taxi again
Pace around
entrance
Hop into
taxi
Help direct
driver
Pay with
credit card
Pay with
cash
TAXI CAB SCENARIO Current Journey Map
23. @siuhosein
Call for
a taxi
Grab coffee
nearby
Call for a
taxi again
Pace around
entrance
Hop into
taxi
Help direct
driver
Pay with
credit card
Pay with
cash
Waiting Riding Payment
TAXI CAB SCENARIO Current Journey Map
24. @siuhosein
Call for
a taxi
Grab coffee
nearby
Call for a
taxi again
Pace around
entrance
Hop into
taxi
Help direct
driver
Pay with
credit card
Pay with
cash
Waiting Riding Payment
TAXI CAB SCENARIO Current Journey Map
25. @siuhosein
Call for
a taxi
Grab coffee
nearby
Call for a
taxi again
Pace around
entrance
Hop into
taxi
Help direct
driver
Pay with
credit card
Pay with
cash
“I guess I’ll choose
the first taxi that
shows up in my
phone search”
“If I hurry, I think I
can grab a coffee
before my taxi ar-
rives”
“Hmmm, I’ve wait-
ing for awhile, I
wonder what’s tak-
ing so long...”
“Should I wait in-
side or outside? I
don’t want them to
miss me”
“Wow, two taxis
arrived by mistake!
The extra driver
was very unhappy
with me”
“The meter is run-
ning high really
quickly”
“I’m not sure if my
driver knows the
best route”
“What a surprise,
the credit card ma-
chine is not working
again”
“Good thing I had
cash on me, but
now I’ll have to
find an ATM since I
needed that mon-
ey”
Waiting Riding Payment
TAXI CAB SCENARIO Current Journey Map
26. @siuhosein
Call for
a taxi
Grab coffee
nearby
Call for a
taxi again
Pace around
entrance
Hop into
taxi
Help direct
driver
Pay with
credit card
Pay with
cash
“I guess I’ll choose
the first taxi that
shows up in my
phone search”
“If I hurry, I think I
can grab a coffee
before my taxi ar-
rives”
“Hmmm, I’ve wait-
ing for awhile, I
wonder what’s tak-
ing so long...”
“Should I wait in-
side or outside? I
don’t want them to
miss me”
“Wow, two taxis
arrived by mistake!
The extra driver
was very unhappy
with me”
“The meter is run-
ning high really
quickly”
“I’m not sure if my
driver knows the
best route”
“What a surprise,
the credit card ma-
chine is not working
again”
“Good thing I had
cash on me, but
now I’ll have to
find an ATM since I
needed that mon-
ey”
Waiting Riding Payment
TAXI CAB SCENARIO Current Journey Map
27. @siuhosein
Call for
a taxi
Grab coffee
nearby
Call for a
taxi again
Pace around
entrance
Hop into
taxi
Help direct
driver
Pay with
credit card
Pay with
cash
“I guess I’ll choose
the first taxi that
shows up in my
phone search”
“If I hurry, I think I
can grab a coffee
before my taxi ar-
rives”
“Hmmm, I’ve wait-
ing for awhile, I
wonder what’s tak-
ing so long...”
“Should I wait in-
side or outside? I
don’t want them to
miss me”
“Wow, two taxis
arrived by mistake!
The extra driver
was very unhappy
with me”
“The meter is run-
ning high really
quickly”
“I’m not sure if my
driver knows the
best route”
“What a surprise,
the credit card ma-
chine is not working
again”
“Good thing I had
cash on me, but
now I’ll have to
find an ATM since I
needed that mon-
ey”
Waiting Riding Payment
TAXI CAB SCENARIO Current Journey Map
28. @siuhosein
Call for
a taxi
Grab coffee
nearby
Call for a
taxi again
Pace around
entrance
Hop into
taxi
Help direct
driver
Pay with
credit card
Pay with
cash
“I guess I’ll choose
the first taxi that
shows up in my
phone search”
“If I hurry, I think I
can grab a coffee
before my taxi ar-
rives”
“Hmmm, I’ve wait-
ing for awhile, I
wonder what’s tak-
ing so long...”
“Should I wait in-
side or outside? I
don’t want them to
miss me”
“Wow, two taxis
arrived by mistake!
The extra driver
was very unhappy
with me”
“The meter is run-
ning high really
quickly”
“I’m not sure if my
driver knows the
best route”
“What a surprise,
the credit card ma-
chine is not working
again”
“Good thing I had
cash on me, but
now I’ll have to
find an ATM since I
needed that mon-
ey”
Waiting Riding Payment
TAXI CAB SCENARIO Current Journey Map
29. @siuhosein
Call for
a taxi
Grab coffee
nearby
Call for a
taxi again
Pace around
entrance
Hop into
taxi
Help direct
driver
Pay with
credit card
Pay with
cash
“I guess I’ll choose
the first taxi that
shows up in my
phone search”
“If I hurry, I think I
can grab a coffee
before my taxi ar-
rives”
“Hmmm, I’ve wait-
ing for awhile, I
wonder what’s tak-
ing so long...”
“Should I wait in-
side or outside? I
don’t want them to
miss me”
“Wow, two taxis
arrived by mistake!
The extra driver
was very unhappy
with me”
“The meter is run-
ning high really
quickly”
“I’m not sure if my
driver knows the
best route”
“What a surprise,
the credit card ma-
chine is not working
again”
“Good thing I had
cash on me, but
now I’ll have to
find an ATM since I
needed that mon-
ey”
Waiting Riding Payment
Confusion and anx-
iety not knowing if
taxi will arrive
Upset that extra
driver that appeared
cussed at me
Stressed out watch-
ing meter rise while
driver appears lost
Annoyed
that I had to
pay cash
Relieved to have
arrived on time
Finally on
the way!
Happy to
see my taxi
arrive
TAXI CAB SCENARIO Current Journey Map
30. @siuhosein
TAXI CAB SCENARIO Current Journey Map
Call for
a taxi
Grab coffee
nearby
Call for a
taxi again
Pace around
entrance
Hop into
taxi
Help direct
driver
Pay with
credit card
Pay with
cash
“I guess I’ll choose
the first taxi that
shows up in my
phone search”
“If I hurry, I think I
can grab a coffee
before my taxi ar-
rives”
“Hmmm, I’ve wait-
ing for awhile, I
wonder what’s tak-
ing so long...”
“Should I wait in-
side or outside? I
don’t want them to
miss me”
“Wow, two taxis
arrived by mistake!
The extra driver
was very unhappy
with me”
“The meter is run-
ning high really
quickly”
“I’m not sure if my
driver knows the
best route”
“What a surprise,
the credit card ma-
chine is not working
again”
“Good thing I had
cash on me, but
now I’ll have to
find an ATM since I
needed that mon-
ey”
Waiting Riding Payment
Confusion and anx-
iety not knowing if
taxi will arrive
Upset that extra
driver that appeared
cussed at me
Stressed out watch-
ing meter rise while
driver appears lost
Annoyed
that I had to
pay cash
Relieved to have
arrived on time
Finally on
the way!
Happy to
see my taxi
arrive
• Mobile site
• Customer service
• Cell phone
• Taxi driver
• Cell phone
• GPS
• Taxi driver
• Credit card machine
• Cash/Float
31. @siuhosein
TAXI CAB SCENARIO Current Journey Map
Call for
a taxi
Grab coffee
nearby
Call for a
taxi again
Pace around
entrance
Hop into
taxi
Help direct
driver
Pay with
credit card
Pay with
cash
“I guess I’ll choose
the first taxi that
shows up in my
phone search”
“If I hurry, I think I
can grab a coffee
before my taxi ar-
rives”
“Hmmm, I’ve wait-
ing for awhile, I
wonder what’s tak-
ing so long...”
“Should I wait in-
side or outside? I
don’t want them to
miss me”
“Wow, two taxis
arrived by mistake!
The extra driver
was very unhappy
with me”
“The meter is run-
ning high really
quickly”
“I’m not sure if my
driver knows the
best route”
“What a surprise,
the credit card ma-
chine is not working
again”
“Good thing I had
cash on me, but
now I’ll have to
find an ATM since I
needed that mon-
ey”
Waiting Riding Payment
Confusion and anx-
iety not knowing if
taxi will arrive
Upset that extra
driver that appeared
cussed at me
Stressed out watch-
ing meter rise while
driver appears lost
Annoyed
that I had to
pay cash
Relieved to have
arrived on time
Finally on
the way!
Happy to
see my taxi
arrive
How can passengers
better estimate taxi
arrival times?
How can taxi drivers
better coordinate/
communicate with
each other?
How can passengers
better predict the
cost of a taxi ride?
32. @siuhosein
JOURNEY MAPPING COMMANDMENTS
Identify what users are doing
(what are their actions?)
Identify stages in the journey
Identify what users are thinking
(how are they making key decisions?)
Identify & highlight emotional points
(positive & negative)
Identify components
(touchpoints, channels, environments)
List insights and opportunities for design
33. @siuhosein
Identify what users are doing
(what are their actions?)
Identify stages in the journey
Identify what users are thinking
(how are they making key decisions?)
Identify & highlight emotional points
(positive & negative)
Identify components
(touchpoints, channels, environments)
List insights and opportunities for design
JOURNEY MAPPING COMMANDMENTS
34. @siuhosein
Identify what users are doing
(what are their actions?)
Identify stages in the journey
Identify what users are thinking
(how are they making key decisions?)
Identify & highlight emotional points
(positive & negative)
Identify components
(touchpoints, channels, environments)
List insights and opportunities for design
JOURNEY MAPPING COMMANDMENTS
35. @siuhosein
Identify what users are doing
(what are their actions?)
Identify stages in the journey
Identify what users are thinking
(how are they making key decisions?)
Identify & highlight emotional points
(positive & negative)
Identify components
(touchpoints, channels, environments)
List insights and opportunities for design
JOURNEY MAPPING COMMANDMENTS
36. @siuhosein
Identify what users are doing
(what are their actions?)
Identify stages in the journey
Identify what users are thinking
(how are they making key decisions?)
Identify & highlight emotional points
(positive & negative)
Identify components
(touchpoints, channels, environments)
List insights and opportunities for design
JOURNEY MAPPING COMMANDMENTS
37. @siuhosein
Identify what users are doing
(what are their actions?)
Identify stages in the journey
Identify what users are thinking
(how are they making key decisions?)
Identify & highlight emotional points
(positive & negative)
Identify components
(touchpoints, channels, environments)
List insights and opportunities for design
JOURNEY MAPPING COMMANDMENTS
50. From the Chat Box
#VDS2020
@Design4AHS
Tweet us your burning
questions and tag us
@Design4AHS
#VDS2020
Use the chat box to
ask Andrew anything
you like.
56. Caregivers for the elderly Attending the hospital clinic in cold weather Getting to appointment safely and on time
Arrive in car at
hospital
Drop Gramma
off at clinic
entrance
Circle and circle
for parking
Park the car Try to pay for
parking
Race to the
front entrance
“I have no idea
where I’m
supposed to
park”
“Oh good, there’s
a bench for her
while I park.”
“This is taking
forever! She is
going to get
worried!”
“I have no idea
where I am or
where the clinic
is.”
“This meter
doesn’t take debit
and I don’t have
cash!”
“Gramma is
going to be
confused and
worried!”
HMW inform pts
where to park?
HMW create
comfortable
drop-offs?
HMW let ppl
know where
empty parking
spots are?
HMW make it easy
to park close to
the clinic?
HMW drop
breadcrumbs?
HMW make
parking payment
quick and easy
even without
credit cards?
HMW take care of
the elderly while
their caregivers
are parking?
#VDS2020
@Design4AHS
57. Explore the emotional journey of the user
Synthesize insights visually
Use HMW to define your focus area
Follow your intuition
Key Takeaways
#VDS2020
@Design4AHS
59. Next Week
#VDS2020
@Design4AHS
Brainstorming is a lot more
than shouting at a
whiteboard. Learn practical
tools and insider tips on how
designers ideate.
Josina Vink
Building Creative Confidence
Josina is an Associate Professor in Service Design at
Oslo School of Architecture and Design in Norway.