FOR DAMN GOOD DIGITAL DESIGN
Journey Mapping CHARLOTTE DIGITAL SUMMIT 2015 - @REBEKAHCANCINO

Roadtrippin’ with Dad

Quite the journey

Remember these?

Roadside design decisions UNDERSTANDING THE
TRAVELER’S NEEDS

Get your kicks...

So glamorous

All the necessities

Not necessary at all

Context, baby

THINKING DOINGFEELING The user’s context
From Daniel Eizans

THINKING DOINGFEELING The user’s context
I need an affordable place to stay for the night and a way for the kids to release some energy Driving for long periods of time with two kids in the back Carrying a lot of luggage for the family Parents: tired, hungry Kids: restless, hungry

Find motel Park, unpack kids,
lug into lobby, book room Park near room, unload kids, bring luggage Take kids swimming Find food Go to bed Dear God, no. Hooray!

Motels vs. hotels: affordable, swimming
pool, parking nearby rooms, outside facing doors Clustering necessities: lodging, food, gas Roadside attractions with novel flair Showers, truck washes, auto repair And so on… Contextually relevant experiences

Design for context AND EVERYTHING
ELSE WILL FOLLOW

Context

The mobile context?

“I love fiction. Unicorns, UFOs,
faith healing, the Mobile Web, the Mobile Context, psychics.” - Stephen Hay

CONTEXT ISN’T TIED TO DEVICES

CONTEXT IS TIED TO PEOPLE

Responsive website or native app?
iOS and Android? Windows? Features? Gestures? Wondering where to start?

THINKING
DOINGFEELING
Start with context

What actions are users taking
to meet their needs? What’s the real goal or hidden motivation? What do they expect? What are their potential high points and low points? What devices do they use? For what? When? Then keep going...

Why map the journey? BUILD
ALIGNMENT, ADD VALUE, AND MAKE STUFF THAT MATTERS

The world’s first social streaming
media player?

Wasted time and money

Create alignment and a shared
understanding of the users journey, behaviors, and needs Remove politics and pet projects out of product design Prioritize needs and identify key functionality Discover opportunities for innovation and delight The value of journey mapping

Journey maps are strategic tools
you can use to save time and money, add value, and make experiences that matter.

Understanding context clarifies user needs
so that you can create products that deliver business results.

Strategic direction: Why are we
making this, what problem are we solving? Required functionality: What features and functionality should we offer? Design decisions: How the product should look, sound, and feel? Three kinds of insight

Strategic insight WHAT PROBLEM ARE
WE SOLVING?

Invite two groups of users
from each key segment: they formulate problem statement, you ask smart questions Have internal cross-discipline team of stakeholders help facilitate: build shared understanding, get alignment on direction Share ideas with the group: listen for nuances, patterns, and hidden motivations Codesign the way forward

Formulate a problem statement

Map the user’s context

Share with group, listen for
nuances

Look for patterns

After working with customers to
define problem and map context, we discovered that the planned app was the wrong solution all together.

Bonus, beyond the journey

Required functionality WHAT FUNCTIONALITY AND
FEATURES SHOULD WE OFFER?

Journey evidence is everywhere

Mine the data, all the
data

Made for in-store experiences

Search For photos on your
phone while you’re waiting 47 Select Choose the photos you want to print Print & pick-up Your photos are ready for pick-up after your waiting is through

vs.

Estimate your fare here!

I mean . . .

Map the journey

User steps (their journey)

Features, functionality, content

Critical steps, what’s going well,
what needs improvement

Design decisions HOW SHOULD IT
LOOK, SOUND, AND FEEL?

THINKING DOINGFEELING The user’s context
I need a way to relax, increase my focus, and be more intentional On their phone trying to focus their attention, perhaps in the mist of a busy space Stressed, overwhelmed, scattered

Authentic, helpful, and human

“I didn’t go looking for
grief this afternoon, but it found me anyway, and I have designers and programmers to thank for it. In this case, the designers and programmers are somewhere at Facebook.” @meyerweb Inadvertent algorithmic cruelty

Super secure

Customer: “Why can’t I take
a screenshot while using the Wells Fargo app on my Android phone?” Wells Fargo: “For the safety of our customers we have disabled this feature in the Android OS… Given that there could be some sensitive info on the screenshot, we blocked this capability on Android.”

Get buy-in HOW TO GET
PEOPLE ON BOARD

Journey maps help us: get
strategic insight, prioritize features and functionality, and make good design decisions. Whether you’re deciding on language, visual design, features, gestures or anything else in between— understanding context and mapping the journey helps you make it better.

Save time and money by
getting to the best solution faster with less rework Gain and retain customers by providing them with elegant solutions they need The value of understanding context and mapping the journey

@rebekahcancino
rebekahcancino.com
sitewire.com
Happy mapping!