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@kimgoodwin #FBTB15
it’s the journey, not the destination:
journey maps for UX & service design
Photo: Kim Goodwin
Internet-
eating
mutant
squirrels
Photo: Kim Goodwin
AT&T
Photo: Kim Goodwin
Seriously?
Why?
Photo: iStockPhoto
Organizational “silos”
Photo: iStockPhoto
Photo: iStockPhoto
Features & user
stories are too
narrow
Photo: iStockPhoto
UX journey map
Googleimagesearch
Journey maps?
1. Find problems (as a team!)
2. See how to fix them
3. Identify new opportunities
Photo: iStockPhoto
parts of the experience
you don’t own
How does the user*
describe the process?
*persona or real person, not a role
Photo: iStockPhoto
2.
BOOK A
HOTEL
3.
BOOK
LOCAL
TRANSPORT
4.
PREP:
VISAS?
VACCINES?
1.
BOOK A
FLIGHT
5.
PACK
6.
GET TO
AIRPORT
7.
CHECK IN
8.
GET
THROUGH
SECURITY
9.
BOARD
10.
FLY
11.
GET
LUGGAGE
12.
GET
TO HOTEL
(REPEAT
5-12)
13.
DO MY
EXPENSE
REPORT
How does she do
these things now?
(tasks & tools)
2.
BOOK A
HOTEL
3.
BOOK
LOCAL
TRANSPORT
4.
PREP:
VISAS?
VACCINES?
1.
BOOK A
FLIGHT
TASKS &
TOOLS
NOW
1. _____
2. _______
3...
1.
BOOK A
FLIGHT
- HIPMUNK
- SELECT FLIGHT
- LOG IN @ AIRLINE SITE
- FIND FLIGHT
- LOOK AT SEAT OPTIONS
- CHECK SEATGURU
-...
Why?
What does she want to:
Accomplish
Know
Feel
1.
BOOK A
FLIGHT
ACCOMPLISH:
GET MOST COMFORTABLE FLIGHT/SEAT AT
REASONABLE PRICE.
KNOW:
- WHICH FLIGHTS ARRIVE AT RIGHT T...
How does she feel now?
Why?
1.
BOOK A
FLIGHT
SMART
FOR AVOIDING HASSLE AND
DISCOMFORT
ANNOYED
THAT IT TAKES SO LONG AND
SO MANY TOOLS TO DO
What would be a
better experience?
1.
BOOK A
FLIGHT
SHOW FLIGHTS VISUALLY
SHOW MORE DETAIL ABOUT SEATS
SEND ITINERARY CALENDAR
INVITATIONS TO PASSENGERS &
TH...
Photo: iStockPhoto
service designers add:
hidden parts of the system
What about our business
would need to change?
internal tools, pricing, process, skills,
values…?
1.
BOOK A
FLIGHT
IF WE SHOWED SEAT PROS/
CONS, WOULD WE NEED TO
PRICE SEATS DIFFERENTLY?
Photo: Kim Goodwin
- Single help line
- Procedures
- Software
- Org chart?
- Training / culture
design the journey, not the feature
Photo: Kim Goodwin
Thanks!
Random brain droppings:
@KimGoodwin
Consulting & workshops:
KimGoodwin@me.com
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Kim Goodwin– Its a journey not the destination (From Business to Buttons 2015)

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Kim Goodwin presentation at From Business to Buttons at Berns in Stockholm

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Kim Goodwin– Its a journey not the destination (From Business to Buttons 2015)

  1. 1. @kimgoodwin #FBTB15 it’s the journey, not the destination: journey maps for UX & service design Photo: Kim Goodwin
  2. 2. Internet- eating mutant squirrels Photo: Kim Goodwin
  3. 3. AT&T
  4. 4. Photo: Kim Goodwin Seriously?
  5. 5. Why?
  6. 6. Photo: iStockPhoto Organizational “silos” Photo: iStockPhoto
  7. 7. Photo: iStockPhoto Features & user stories are too narrow
  8. 8. Photo: iStockPhoto UX journey map
  9. 9. Googleimagesearch Journey maps?
  10. 10. 1. Find problems (as a team!) 2. See how to fix them 3. Identify new opportunities
  11. 11. Photo: iStockPhoto parts of the experience you don’t own
  12. 12. How does the user* describe the process? *persona or real person, not a role
  13. 13. Photo: iStockPhoto
  14. 14. 2. BOOK A HOTEL 3. BOOK LOCAL TRANSPORT 4. PREP: VISAS? VACCINES? 1. BOOK A FLIGHT
  15. 15. 5. PACK 6. GET TO AIRPORT 7. CHECK IN 8. GET THROUGH SECURITY 9. BOARD
  16. 16. 10. FLY 11. GET LUGGAGE 12. GET TO HOTEL (REPEAT 5-12) 13. DO MY EXPENSE REPORT
  17. 17. How does she do these things now? (tasks & tools)
  18. 18. 2. BOOK A HOTEL 3. BOOK LOCAL TRANSPORT 4. PREP: VISAS? VACCINES? 1. BOOK A FLIGHT TASKS & TOOLS NOW 1. _____ 2. _______ 3. _______ ______ WANTS TO ACCOMPLISH, 1. _____ 2. _______ 3. _______ ______ 4. ______ 1. _____ 2. _______ 3. _______ 1. _____ 2. _______ 3. _______ ______ 4. ______
  19. 19. 1. BOOK A FLIGHT - HIPMUNK - SELECT FLIGHT - LOG IN @ AIRLINE SITE - FIND FLIGHT - LOOK AT SEAT OPTIONS - CHECK SEATGURU - BOOK @ AIRLINE SITE - ENTER IN CALENDAR - EMAIL ITINERARY
  20. 20. Why? What does she want to: Accomplish Know Feel
  21. 21. 1. BOOK A FLIGHT ACCOMPLISH: GET MOST COMFORTABLE FLIGHT/SEAT AT REASONABLE PRICE. KNOW: - WHICH FLIGHTS ARRIVE AT RIGHT TIME, ARE SHORTEST, AND HAVE OK LAYOVERS? - WHICH SEATS HAVE LEG ROOM, WINDOW, STORAGE, AND QUIET? FEEL: CONFIDENT
  22. 22. How does she feel now? Why?
  23. 23. 1. BOOK A FLIGHT SMART FOR AVOIDING HASSLE AND DISCOMFORT ANNOYED THAT IT TAKES SO LONG AND SO MANY TOOLS TO DO
  24. 24. What would be a better experience?
  25. 25. 1. BOOK A FLIGHT SHOW FLIGHTS VISUALLY SHOW MORE DETAIL ABOUT SEATS SEND ITINERARY CALENDAR INVITATIONS TO PASSENGERS & THIRD PARTIES
  26. 26. Photo: iStockPhoto service designers add: hidden parts of the system
  27. 27. What about our business would need to change? internal tools, pricing, process, skills, values…?
  28. 28. 1. BOOK A FLIGHT IF WE SHOWED SEAT PROS/ CONS, WOULD WE NEED TO PRICE SEATS DIFFERENTLY?
  29. 29. Photo: Kim Goodwin - Single help line - Procedures - Software - Org chart? - Training / culture
  30. 30. design the journey, not the feature Photo: Kim Goodwin
  31. 31. Thanks! Random brain droppings: @KimGoodwin Consulting & workshops: KimGoodwin@me.com

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