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LearningCafe Unconference - Mapping The Journey

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Journey mapping workshop for a Learning Lab session at the Learning Cafe Unconference, 18 August 2016, Melbourne.

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LearningCafe Unconference - Mapping The Journey

  1. 1. MAPPING THE JOURNEY #LRNUNCONF 18 AUGUST 2016
  2. 2. INTRODUCTION Joyce Seitzinger / Academic Tribe •  Learning Experience Design •  Consultancy •  Digital badges •  Capability building
  3. 3. INTRODUCTION •  If you’re tweeting, use #lrnunconf •  To find out more, #lxdesign http://academictribe.co/learningcafejourney/
  4. 4. WHAT IS EXPERIENCE DESIGN?
  5. 5. TRANSCENDING MATERIAL “Experience is not about good industrial design, multi-touch, or fancy interfaces. It is about transcending the material. It is about creating an experience through a device.” MARC HASSENZAHL
  6. 6. Meaningful Pleasurable Convenient Usable Reliable Functional LX PYRAMID The Learner Experience Pyramid describes different levels at which learning resources, services, solutions and systems can be experienced by learners & staff. Based on CX Pyramid by Aberdeen Research after Mark Scibelli and Stephen Anderson. FOCUS ON EXPERIENCES FOCUS ON TASKS Many traditional LMS & learning resource experiences Transformational learning experiences Has personal significance Memorable experience worth sharing Easy to use, works as expected Used without difficulty Is available & accurate Works with inconvenience
  7. 7. USER EXPERIENCE DESIGN …to achieve high-quality user experience in a company's offerings there must be a seamless merging of the services of multiple disciplines. The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother. Don Norman & Jakob Nielsen
  8. 8. EXPERIENCE DESIGN It is crucial to view experience as the consequence of many different systems. Experience emerges from the intertwined works of perception, action, motivation, emotion and cognition in dialogue with the world (place, time, people and objects). Experience Design: Technology for all the right reasons Marc Hassenzahl
  9. 9. SERVICE DESIGN THINKING Service design is the intentional and thoughtful design of internal and customer-facing activities needed to deliver a service. Where experience design concerns itself only with the customer- facing aspects, service design looks also at the experience of staff. This Is Service Design Thinking
  10. 10. METHODOLOGY
  11. 11. EMPATHY FOR THE USER
  12. 12. EMPATHY FOR THE USER “Empathy is a noun. A thing. It is an understanding you develop about another person. Empathizing is the use of that understanding – an action.” INDI YOUNG
  13. 13. LEARNER EXPERIENCES ARE CO-CREATED
  14. 14. CO-CREATED EXPERIENCES
  15. 15. Reading is a creative act: it cannot happen automatically, and it cannot happen passively. Any piece of writing is therefore as intimately shaped by the reader’s imagination, their memories, their intelligence, their disposition and their state of mind, as by the writer’s. ELEANOR CATTON: ON PURPOSE ELEANOR CATTON
  16. 16. Experience design has emerged recently as a new discipline in response to the new information and communication technologies. But I will argue that there is no such thing as experience design. Experiencing is in people and you can’t design it for someone else. You can, however, design for experiencing. DESIGN FOR EXPERIENCE Participatory design makes everyday people, such as users, an integral part of the design process, especially at the early front end. http://www.maketools.com/articles-papers/NewDesignSpace_Sanders_01.pdf LIZ SANDERS
  17. 17. DESIGN ACROSS DIFFERENT CONTEXTS AND SPACES PEER LEARNING PERSONAL LEARNING NETWORK FORMAL LEARNING ONLINE COURSES SUPPORT SERVICES MOBILE APPINTRANET JOB AIDS
  18. 18. THINK OF YOURSELF AS AN EXPERIENCE DESIGNER
  19. 19. EXPERIENCE DESIGNER TOOLKIT
  20. 20. DISCOVER DEFINE DEVELOP DELIVER USER EMPATHY Learner & stakeholder interviews Learner observation Learning analytics Persona CHALLENGE DEFINITION Workshops Affinity diagramming Scenario mapping How might we…? Problem statements RESEARCH Technology research Competitor analysis Service design blueprint Learner & stakeholder driven design research Gain insights and define challenges Develop possible learning solutions through iteration Improve and optimize final learner experience TESTING Usability testing A/B testing User observations & interviews Generalchallenge Specificchallenge Specificsolution PROTOTYPING Paper prototyping Journey mapping User testing Service design blueprint Information architecture IMPLEMENT Feedback loops A/B testing Learning analytics IDEA GENERATION Sketching Storyboarding Scenario mapping
  21. 21. JOURNEY MAPPING
  22. 22. SIMILAR TECHNIQUES •  Journey mapping (emotional) •  Scenario mapping (narrative) •  Service Design Blueprint (channels)
  23. 23. From https://sustainableservice.wordpress.com Keeping Graduates Green
  24. 24. EXAMPLE: VE EXPRESS LEARNER JOURNEY MAP
  25. 25. THE TEAM •  Joyce Seitzinger •  Mark Smithers Lecturers •  Annette Cook •  Nicola Hardy Digital Learning Team •  Spiros Soulis •  Angela Nicolettou •  Eloise Acuna
  26. 26. INITIAL 3 HOUR MAPPING SESSION
  27. 27. FURTHER RESEARCH TO INFORM DIGITAL COLLABORATIVE MAP
  28. 28. FINAL LEARNER JOURNEY MAP
  29. 29. MAP DETAIL
  30. 30. ADDRESS THE PAIN POINTS: IMPROVED COMMUNICATION CHANNELS
  31. 31. LEARNER JOURNEY MAPPING – GETTING STARTED
  32. 32. WHEN DO YOU USE JOURNEY MAPPING? •  For an existing product, object or service •  To get an overview of all the elements and stakeholders •  To map all the touch points •  To identify emotions associated with interactions •  To identify pain points
  33. 33. WHEN DO YOU USE JOURNEY MAPPING? For a new product, object or service to be designed, developed and implemented: •  To get a common understanding of aspiring experience for all members of design & development team •  To identify touch points •  To identify channels •  To identify priorities for the development
  34. 34. WHY DO YOU USE JOURNEY MAPPING? •  To map all the bricks in your bricolage (even those beyond your control) •  To step away from your medium •  To design across contexts •  To facilitate conversation •  To facilitate collaboration
  35. 35. MAP THE LEARNER PATH & TOUCH POINTS
  36. 36. MAP THE PATHS & TOUCH POINTS OF OTHER STAKEHOLDERS & CHANNELS
  37. 37. CONSIDER CHANNELS AS EITHER FRONT OF HOUSE / BACK OF HOUSE
  38. 38. MAP THE INTERACTION PHASES
  39. 39. IDENTIFY EMOTIONS
  40. 40. IDENTIFY OPPORTUNITIES & BARRIERS
  41. 41. OUR PROJECT & YOUR BRIEF
  42. 42. YOUR TURN: PROJECT BRIEF You have been asked to design a induction process for a new employee. (Persona: 27, some industry experience, one previous job, digitally confident) Brainstorm in your group the type of experience you may want to create. (3 mins)
  43. 43. YOUR TURN: BEGIN MAPPING THE LEARNER CHANNEL •  For your induction solution, map just the learner channel. •  Record each action as touch point (one post-it, dedicate one colour to this channel) •  Consider the following two as starting phases: Pre-start and First Day
  44. 44. YOUR TURN: BEGIN MAPPING THE MANAGER CHANNEL •  For your induction solution, begin mapping the manager or team channel. •  This is a “front-of-house” channel. •  Record each action as touch point. What does the manager or team do to meet the learner needs (one post-it, dedicate another colour to this channel)
  45. 45. YOUR TURN: START MAPPING AN ARTEFACTS OR RESOURCES CHANNEL •  For your induction solution, set up a channel where you can capture the resources that need to be created (one post-it, dedicate another colour to this channel)
  46. 46. YOUR TURN: START MAPPING AN ARTEFACTS OR RESOURCES CHANNEL •  For your induction solution, set up a channel where you can capture the resources that need to be created (one post-it, dedicate another colour to this channel)
  47. 47. YOUR TURN: CONSIDER “BACK OF HOUSE” CHANNELS •  Which back of house channels might be needed in your journey map? •  Back of house is where things happen that the learner never sees, but which are needed for a successful solution anyway •  Consider: databases, processes that are triggers
  48. 48. STAY IN TOUCH www.academictribe.co @catspyjamasnz @academictribe @lxdesign Facebook.com/academictribe Search: lxdesign joyce@academictribe.co

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