There is a single universal journey common to all experiences we have. Understanding the journey, its two universal outcomes and two universal variables, streamlines (without oversimplifying) the entire UX process. It aligns with how we experience everything.
In this session I will:
Introduce The 4 Stages of Accomplishing Goals – the model that details the universal journey.
Cover the two unavoidable universal outcome.
Cover the two universal variables that have the most impact on how people feel when the experience is over.
Share The 4 Stages of Accomplishing Goals Canvas to use throughout your design process, and how it works within and along your exist practices.
Share how it works with tools and methodologies like Jobs To Be Done (JTBD), Kano Model, Change Management, Root Cause Analysis, behavioral models and more.
This session connects design psychology, strategy, and practical tools for immediate use.
9. Universal Outcome 1
Emotion
People will forget what
you said.
People will forget what
you did.
But they will never forget
how you made them
feel.
Maya Angelou
46. Empathy Map
Diary study
Ethnography
5 Whys
Fishbone Diagram
Experience maps
User flows
Service maps
Jobs To
Be Done
Change
Management
Plays well
with others.
47. The benefits of the canvas
Identify meaningful outcomes
for end users (that drive
business success)
Inform strategic decisions with
meaningful insights
Works with existing design
practices
Build alignment within and
across teams
Campbells “Hero’s journey”
storytelling
48. 1. Records, tapes, CDs
2. MP3 players arrive
3. Figure out if it’s worth it
4. What are others doing
5. Go for it
6. Research MP3 players
7. Buy MP3 player
8. Buy and/or convert music
9. Load music
10. Start listening
11. Glad I did this
12. Only listen to music on MP3
49. The Apple hero journey – iPod Launch
• Let people know about the iPod
• Let them know how easy it is to use.
• They created iTunes, made deals
with record labels, and made it
possible to buy music 1 track at a
time
• They focused on how they wanted
people to feel.
50. We have opportunity and privilege
to be a hero by helping other’s be the
hero of their own hero journey.
@talkingux
mike@talkingux.com
Mike Donahue
UX Design Manager | Highmark Health
Editor's Notes
Why are we here?
I don’t mean in the existential Meaning of Life way.
I mean, why are we here in this room at this time when there are many other places we could be?
That’s what we’ll find out as we unravel the universal journey.
By the time we’re done here, you’ll know not only why you’re here…
You’ll know why everyone does does everything.
You’ll have tools you can use to design for anything.
Let's answer the question of why right now.
These to outcomes are our WHY, and often our WHY NOT.
It’s not always about a feeling their trying to achieve, it can also be about a feeling they’re trying to avoid.
The thing we need to
The first of these variables WHAT we want from the experience.
The second is the WHEN, WHERE, and HOW of the experience.
Substance is what makes content valuable
Science and math axiom: If you start with the wrong assumptions, no matter how well you do everything else, your answer will still be wrong.
As designers, it’s important that we know what’s happening at the moment of awareness. This is what we’re battling against.
This is how Apple created awareness for the iPod in 2004.
They understood where people were coming from and where they wanted to go.
They knew how people felt about current players and how could make them feel about the iPod.
They understood the content and context of the journey.
What people wanted and whet the current situation was.
They focus on fixing a critical pain point – ease of use.
They knew they were entering a crowded market AND that they were going to come in at a much higher price point.
They knew how they wanted to change how we listen to music.