“Visualizations don’t provide answers outright,
they foster conversations. Diagrams are
compelling artifacts that draw interest and
attention from others in the organization. They
are a means to engage others in discourse.”
The San Francisco Tourism Office (SFTO) would like to improve the overall experience guests have when visiting the
city, particularly holiday travelers. They already have some ideas what to do, but need to see the big picture in order
to prioritize funding and to focus on areas that will have the most impact.
First, the SFTO is planning to significantly overhaul its website. The site has grown organically over the past decade,
and there are many complaints about finding information. In particular, the federated reservations system for hotels
is incomplete, outdated and hard to use.
Second, the SFTO wants to offer mobile services and apps for travelers. With so many options in the mobile arena,
they are not sure where the best place to start would be.
Finally, SFTO believes partnering with key service providers would improve the travel experience of visitors. SFTO
already has information kiosks in tourist areas, but they are looking to integrate more with partner services.
You work for a research agency specializing in experience mapping. The SFTO has hired you to investigate and
identify the most salient ways to bring the most value to visitors. They are also looking for new opportunities
previously overlooked. The insight they hope to gain will help structure a multi-year program for improvement.
Based on the scenario, address the 5 questions for getting started:
1. What is your POINT OF VIEW? (Whose experience and which experiences?)
2. What is the SCOPE of the experience?
3. What elements will you FOCUS on?
4. How will STRUCTURE the diagram?
5. What will you USE the map for?
EXERCISE 1: INITIATE (20 minutes)
Five things businesses care about:
2. ALIGN TO BUSINESS GOALS
• Increase revenue
• Decrease cost
• Increase new business
• Increase existing business
• Increase shareholder value
Jared Spool: “UX means business” https://www.youtube.com/watch?v=hEyUe4q_pOk
Who might you want to interview?
Internal interview participants External interview participants
EXERCISE 2: INTERVIEW PARTNERS (5 MINUTES)
What themes or topics might you include in a guide for interviews
internally at the SFTO and externally with travellers?
Internal interview themes External interview themes
EXERCISE 3: INTERVIEW QUESTIONS (5 MINUTES)
Guideline Example 1 Example 2
Start with insights
Research cluster 1: People indicated they sometimes
hesitate and reconsider during the customer acquisition
phase because of our premium pricing model
Research cluster 2: There is a clear pain point around
deploying the solution, primarily due to lack of
necessary technical knowledge.
Use natural language
People reconsider when making a purchase because
they may be nervous or anxious about the high cost
Users struggle to install the software for the first time
if they don’t have the required technical skills
Keep voice consistent
I reconsider when making a purchase because I’m
anxious and nervous about the high cost
I struggle to install the software for the first time
because I don’t have the necessary technical skills.
Omit pronouns and
Reconsider when making purchase due to anxiousness
and nervousness over high cost
Struggle to install software for first time without the
necessary technical skills.
Focus on the root
Feel anxious and nervous when making purchase due to
high cost, and then reconsider
Struggle during installation due to lack of necessary
Feel anxious during purchase about cost, and then
Struggle due to lack technical skills during installation
“” Struggle due to lack of tech skills during installation
Rely on context of
anxious about cost
(In the cell for the column for “purchase” and row for
(In the cell of a column for “purchase” and a row for
Struggle due to lack of tech skills
Lack tech skills
(assuming a column for “installation” and a row for
• Actions: Start each with a verb,
• Thoughts: Phrase as a question
• Feelings: Use adjectives
• Pain points: start each with a gerund
• Touchpoints: Use nouns
• Opportunities: Begin with verb of change,
e.g., increase the ease of installation
• Fit to space
• Font selection
• Color coding
• Icons and shapes
EXERCISE 4: ILLUSTRATE (30 MINUTES)
In groups, create a draft diagram for the SFTO scenario
Use the following phases
• Plan Trip
• Return Home
• Visit Again
Include the following aspects
• Pain points
• Role + Activity