Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Journey Maps with Legs! Best practices & hot tips for research, design and dissemination

603 views

Published on

Based on interviews with leading client-side and independent researchers, Jeanne Turner & Julie Francis will share best practices for journey mapping. Their suggestions & stories will cover many facets, including

Kick-off and Discovery: How to structure a productive journey map kickoff
Research: Which research methodologies, questions, & activities reveal the most useful insights
The deliverable: What features make a great journey map?
Dissemination: How to maximize the impact of your journey map
These tips, stories, best practices and case studies will be drawn from expert interviews with researchers, stakeholders & designers with a focus on service design and multi-channel retail. You’ll walk away with practical things you can do to deliver great journey maps that have staying power.

Published in: Technology
  • Be the first to comment

Journey Maps with Legs! Best practices & hot tips for research, design and dissemination

  1. 1. Session Survey: http://www.uxpa2016.org/sessionsurvey Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Journey Mapping with Legs Five Best Practices from Interviews with Experts & Practitioners Jeanne Turner: Principal UX Researcher, @WalmartLabs Julie Francis: Founder, BellaVia Research
  2. 2. Julie Francis @bellavia Jeanne Turner @jean_marie Journey Mapping with Legs #UXPA2016 || #XMapsWithLegs
  3. 3. Experience Journey Service Design Map Experience Map Story Map Journey Map Storyboard
  4. 4. “No one can agree what it is. But everyone agrees it’s important.” -Boon Sheridan
 UX Research & Design Consultant
  5. 5. integrated Collaborative Focused Research-
 Based Customized
  6. 6. integrated Collaborative Focused Research-
 Based Customized
  7. 7. Best Practice #1: Collaborative “Focus on the verb, 
 not the noun.” -Jim Kalbach Author of Mapping Experiences
  8. 8. “This is not an ivory tower activity. There should be no ‘ta-dah!’ moment.” -Harry Brignull, UX Research & Design Consultant
  9. 9. “Shared documents aren’t shared understanding” -Jeff Patton Thanks to Cakewrecks.com for permission to use these images
  10. 10. “If they help cook it, 
 they are more likely to eat it.” -Leanne Waldahl, Head of Research, Dropbox
  11. 11. “Flinch test it. See what appetite the organization has.” -Chris Risdon
 Head of Design, Capital One Labs
 (formerly Adaptive Path)
  12. 12. integrated Collaborative Focused Research-
 Based Customized
  13. 13. integrated Collaborative Focused Research-
 Based Customized
  14. 14. Best Practice #2: Focused
  15. 15. “It can really be anything 
 you need it to be.” -Harry Brignull, UX Research & Design Consultant
  16. 16. “Stakeholder interviews are sacred.” -Jonathan Warner, Founder, Beyond UX
  17. 17. What: ______________ Why:_______________ For Whom:_________ Who: _______________
  18. 18. “… if it isn't clear why it exists, 
 then it’s inherently useless” -Boon Sheridan, UX Research & Design Consultant
  19. 19. “Don’t open the aperture too wide.” -Boon Sheridan, UX Research & Design Consultant
  20. 20. “You can fill a wall with any level of detail.” -Harry Brignull, UX Research & Design Consultant
  21. 21. integrated Collaborative Focused Customized
  22. 22. integrated Collaborative Focused Research-
 Based Customized
  23. 23. Best Practice #3: Research-Based “Research will help you find 
 your blind spots.” -Andrew Johnson, Strategist & Designer, Good Eggs
  24. 24. “I’ve seen some beautiful design deliverables which are useless because they are based on bad research.” -anonymous
  25. 25. “Just pulling from discrete research doesn’t work.” -Chris Risdon
 Head of Design, Capital One Labs
 (formerly Adaptive Path)
  26. 26. “Don’t wait for the grand reveal.” -Michael Morgan, 
 User Researcher, Twitter
  27. 27. “Know your internal customers and speak their language” -Mark McCormick, SVP UX, Wells Fargo
  28. 28. integrated Collaborative Focused Research-
 Based Customized
  29. 29. integrated Collaborative Focused Research-
 Based Customized
  30. 30. Best Practice #4: Customized
  31. 31. “Creation of the map design with your team is the key part of the process” -Teri Durkin, Director of UX, Sam’s Club
  32. 32. “Don’t try to visualize it until you’ve finished synthesizing the research.” -Teri Durkin, Director of UX, Sam’s Club
  33. 33. “It’s not a museum exhibit.” -Andrew Johnson, Strategist & Designer, Good Eggs
  34. 34. “Aim for low-fidelity design and high-fidelity ideas.” -Boon Sheridan, UX Researcher & Designer
  35. 35. (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 all No change. Same silos and pain points Map isn’t what stakeholders expected Is only used for tiny, tactical improvements Force insights into pre-selected design / template Scope creep Lack 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 research Include stakeholders in research Share findings: war room, Mural etc Host “brown bags” to get buy in Evaluate need for external expertise Assemble cross-functional team Identify scope, goals, assumptions Conduct stakeholder interviews Assess interest and appetite for mapping Host a co-creation workshop Include diverse team members Focus on the process, not the deliverable Tailor map for specific audience & culture Speak business language: include key metrics Post map in a very public place Refine based on research & changes to landscape Hold workshops to brainstorm solutions Get user feedback on prototypes Create product roadmap Align org around user journey, not features Monitor improvements to key metrics - Are you moving the needle? I’m not prepared! GUIDING PRINCIPLES Julie Francis Founder BellaVia Research @BellaVia julie@bellaviaresearch.com 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 differently Why did I waste my time on this? No one on the team agrees! This takes too long and is too much to show I 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
  36. 36. (THE VERY META) MAP OF JOURNEY MAPPING: Maximizing the 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 Tem We already know about our users Actor: UX Professional - First Mapping Project
  37. 37. Integrated Collaborative Focused Research-
 Based Customized
  38. 38. Integrated Collaborative Focused Research-
 Based Customized
  39. 39. Best Practice #5: Integrated
  40. 40. “Don’t sell it. don’t pitch it. Weave it into your culture.” -Andrew Johnson
 Strategist & Designer, Good Eggs
  41. 41. “Keep it alive and well throughout the entire lifecycle of the product development process.” -James Keller
 Executive Director of Strategy, Uncorked Studios
  42. 42. “No one wants to look at a 
 decayed artifact.” -Jonathan Warner
 Beyond UX, formerly of Adaptive Path
  43. 43. Cultivated Collaborative Focused Research-
 Based Customized
  44. 44. Session Survey: http://www.uxpa2016.org/sessionsurvey Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Julie Francis julie@bellaviaresearch.com @bellavia Jeanne Turner uxjeanne@gmail.com @jean_marie

×