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Intro to User Journey Maps for Building Better Websites - Cornell Drupal Camp 2016 - part 2

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You’ve asked the right questions and maybe you have some personas. There’s a heap of feature requests from your client and a whole lot of content to organize into a sitemap (IA) document and wireframes. However, something’s not sitting right and you wonder how the site fits into the bigger customer journey with the client’s brand, business, and products.

In this talk, I’ll show you how to get started with taking all of that subject matter expertise you’ve been collecting in your mind, and to convert it into one of several useful types of journey maps. I’ll share process, examples, context on how they fit into a larger project, and show how they help bring agreement among your client decision-makers.

• Understand the benefits of thinking through a user journey outside of your website.

• See the variety of types of journey maps and identify where and when to use them.

• Build and use journey maps to shape client conversations and audit decisions.

Published in: Design
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Intro to User Journey Maps for Building Better Websites - Cornell Drupal Camp 2016 - part 2

  1. 1. Intro to User Journey Maps for Building Better Websites Cornell Drupal Camp 2016 • #DrupalCampCU • @anthonydpaul
  2. 2. Which design is better? Which cost more?
  3. 3. Both are inappropriate in context (props to Jeff Patton for the cake metaphor)
  4. 4. Websites work the same. Who is it for? Where are they using it? How does it fit into their life?
  5. 5. All of this affects the type of cake website we make.
  6. 6. website
  7. 7. journey website
  8. 8. journey website
  9. 9. journey website People are complex Thoughts and decisions Tasks to perform Discovery and advancement Motivations and anxieties
  10. 10. Anthony D Paul Director of User Experience @anthonydpaul
  11. 11. Don’t assume you need this
  12. 12. Documentation is disposable. Document to ask and answer questions—to gain shared understanding.
  13. 13. 1. Who Audience groups 2. Why Motivations, anxieties, influencers 3. What / How Decisions, tasks 4. When / Where Devices, scenarios, entrances, exits Use any fidelity to ask questions and provide answers
  14. 14. Sources for Audience Information
  15. 15. Interviews with clients and subject matter experts (SMEs) Pros: Usually easy to access Cons: Can introduce stereotypes Can pit internal politics (ranking opinions)
  16. 16. Interviews with customers (users) Pros: Best source of qualitative stories Cons: Needs a diverse sampling Can be a headache to get access and organize
  17. 17. Usability tests with customers (users) Pros: Best source of qualitative stories Shortcut to recommendations Cons: Needs a diverse sampling Can be a headache to get access and organize
  18. 18. Usability test today’s site
  19. 19. Survey data Pros: Great quantitative content Cons: Needs a diverse sampling Needs to be analyzed
  20. 20. Web analytics Pros: Easy to access (if it exists) Cons: Ambiguous, lacks context Need to be analyzed
  21. 21. Google Analytics > Audience > User Explorer
  22. 22. Google Analytics > User Explorer
  23. 23. Market reports Pros: Often does the work for you Cons: Level of specificity is hit and miss May or may not map to your segments Google > filetype:pdf
  24. 24. Google > filetype:pdf
  25. 25. For best results, a blend of info sources
  26. 26. Example Documents
  27. 27. 1. Who Audience groups 2. Why Motivations, anxieties, influencers 3. What / How Decisions, tasks 4. When / Where Devices, scenarios, entrances, exits Define and prioritize
  28. 28. Audience types
  29. 29. 1. Who Audience groups 2. Why Motivations, anxieties, influencers 3. What / How Decisions, tasks 4. When / Where Devices, scenarios, entrances, exits
  30. 30. Audience types (with motivations, anxieties, influencers)
  31. 31. Individual persona
  32. 32. 1. Who Audience groups 2. Why Motivations, anxieties, influencers 3. What / How Decisions, tasks 4. When / Where Devices, scenarios, entrances, exits Determine order, optional, and required
  33. 33. User scenario
  34. 34. Decision phases
  35. 35. Decision flow with UI conversations
  36. 36. Google Analytics > User Explorer
  37. 37. Session flow map
  38. 38. 1. Who Audience groups 2. Why Motivations, anxieties, influencers 3. What / How Decisions, tasks 4. When / Where Devices, scenarios, entrances, exits
  39. 39. High-level ecosystem flow (email, 3rd-party systems)
  40. 40. Detailed ecosystem flow (login validation)
  41. 41. Multi-user journey map
  42. 42. Example Project
  43. 43. Summer Camp Website
  44. 44. Define and prioritize groups • Parents • School groups and educators • New camp counselors • Sponsors/Donors/Partners • Extra credit = Content administrators
  45. 45. Take one group and document “why” New Camp Parents • Want child to learn during summer (motivation) • Heard about camp from a friend (entrance) • Find site via Google (entrance) • May have a budget (anxiety)
  46. 46. Document decisions New Camp Parents • How is this camp different? • Are we eligible? Can we afford it? • Is there availability? How do I sign up? • Are there mobile driving directions?
  47. 47. Convert decisions into task flows Is there availability? How do I sign up? • Access seasonal calendar • Filter by topic or grade level (e.g.) • [See available] • Use sign-up button
  48. 48. Single user and scenario journey map
  49. 49. Homework Assignment See Eric Meyer’s WC Northeast Ohio 2016 Keynote
  50. 50. Our instinct is to imagine someone like ourselves. So many of our users are nothing like us in any way.
  51. 51. Journeys help us understand real-world ”stress cases.” Journeys define who we care about.
  52. 52. Think about users who • Have accessibility issues • Are sad • Are in a life crisis • Are hurried
  53. 53. journey website
  54. 54. Up next 1. Lean requirements gathering 2. User journey mapping 3. Information architecture 4. Usability tests
  55. 55. SlideShare http://www.slideshare.net/anthonydpaul WordPress.tv http://wordpress.tv/speakers/anthony-d-paul/ (my talks and blog) http://adp.rocks or http:// .ws or http:// .ws Thank you @anthonydpaul

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