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Journey Mapping for Damn Good Digital Design - Digital Summit Dallas 2015

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Designing mobile and responsive experiences that delight our users and meet our organizational objectives isn’t easy, but it’s not impossible. User journeys can help.

Understanding our users context is critical to the success of every app or responsive website. But more often than not, we jump right into discussing functionality and technical requirements without ever stopping to considering who our users are and what they need. While many of us seek out shiny new tools to prototype products, mapping the users’s journey is still the most reliable tool we can use to understand context and design mobile experiences that matter.

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Journey Mapping for Damn Good Digital Design - Digital Summit Dallas 2015

  1. 1. `   FOR DAMN GOOD DIGITAL DESIGN Journey Mapping DIGITAL SUMMIT DALLAS 2015 - @REBEKAHCANCINO
  2. 2. Roadtrippin’ with Dad
  3. 3. Quite the journey
  4. 4. Get your kicks...
  5. 5. All the necessities
  6. 6. Not necessary at all
  7. 7. So glamorous
  8. 8. Context, baby
  9. 9. THINKING DOINGFEELING The user’s context From Daniel Eizans
  10. 10. 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 Parent: tired, hungry Kids: restless, hungry
  11. 11. 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!  
  12. 12. Design for context AND EVERYTHING ELSE WILL FOLLOW
  13. 13. Context
  14. 14. The mobile context?
  15. 15. “I love fiction. Unicorns, UFOs, faith healing, the Mobile Web, the Mobile Context, psychics.” - Stephen Hay
  16. 16. CONTEXT ISN’T TIED TO DEVICES
  17. 17. CONTEXT IS TIED TO PEOPLE
  18. 18. Responsive website or native app? iOS and Android? Windows? Features? Gestures? Wondering where to start?
  19. 19. THINKING DOINGFEELING Start with context
  20. 20. What actions are users taking to meet their needs? What’s the real goal or hidden motivation? Why are they here in the first place? What do they expect? What are their potential high points and low points? What devices do they use? For what? When? Then keep going...
  21. 21. Map the journey
  22. 22. User steps ( and needs)
  23. 23. thoughts, feelings, people involved in decisions
  24. 24. Features, functionality, content
  25. 25. Critical steps, what’s going well, what needs improvement
  26. 26. Green: user is having the experience he/she expects or needs Yellow: thing are going okay, but the experience could be improved Red: user is NOT having the experience he/she expects or needs
  27. 27. Doing People, Thoughts, Feelings Need to buy a grad gift for niece Showthistomysister, thisisfunpart aboutplanning asurprise She likes sweet treats, I hope there is something grad themed Visits Shari’s Berries to place an order I better call customer service, because I’m not finding the info I need I’m waiting on hold for way too long. Waits for order to arrive at niece’s dorm She’s been so busy, I hope she will be home for the delivery How are the berries going to stay fresh if it’s too warm out?
  28. 28. Why map the journey? BUILD ALIGNMENT, ADD VALUE, AND MAKE STUFF THAT MATTERS
  29. 29. The world’s first social streaming media player?
  30. 30. Wasted time and money
  31. 31. 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 content and functionality Discover opportunities for innovation and delight The value of journey mapping @rebekahcancino
  32. 32. Journey maps are strategic tools you can use to save time and money, add value, and make experiences that matter. @rebekahcancino
  33. 33. Understanding context clarifies user needs so that you can create products and digital experiences that deliver business results. @rebekahcancino
  34. 34. Strategic direction: Why are we making this, what problem are we solving? Required functionality: What content, features, and functionality do we need? Design decisions: How should this look, sound, and feel? Three kinds of insight
  35. 35. Strategic insight WHAT PROBLEM ARE WE SOLVING?
  36. 36. 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 @rebekahcancino
  37. 37. Map the user’s context
  38. 38. USER + NEED + INSIGHT An anxious aunt sending a grad gift To feel good about her gift choice Once she sends the berries she worries about if her niece will be there to receive it, will they spoil? Uncover insight
  39. 39. Formulate a problem statement, together
  40. 40. We believe that ___________ has ________________ and that ______________may solve this problem by ____________________ and _____________________. We will know we have succeeded when ___________________and/or ____________________ reaches ___________________. (USER) (PROBLEM) (THIS SOLUTION) (THIS ASPECT) (THAT ASPECT) (QUANTATIVE MEASURE)(QUALITATIVE MEASURE) (THIS LEVEL) @kevinmhoffman
  41. 41. Share with group, listen for nuances
  42. 42. Look for patterns
  43. 43. After working with customers to define problem and map context, we discovered that the planned app was the wrong solution all together.
  44. 44. Required functionality WHAT FUNCTIONALITY AND FEATURES SHOULD WE OFFER?
  45. 45. Journey evidence is everywhere
  46. 46. Mine the data, all the data
  47. 47. Made for in-store experiences
  48. 48. vs.
  49. 49. Estimate yourfare here!
  50. 50. I mean ...
  51. 51. More control over his or her shopping experience Reduce stress and provide peace of mind Eliminate shopping hassles and automate applying discounts or input of information Give customers a great experience @rebekahcancino
  52. 52. Of customers would pay more if they got the top 3 experience aspects they want most from a retailer 53% SYNCHRONY FINANCIAL, THE RETAIL CUSTOMER EXPERIENCE 2015  
  53. 53. Of customers would shop more often if they got the top 3 experience aspects they want most from a retailer 77%SYNCHRONY FINANCIAL, THE RETAIL CUSTOMER EXPERIENCE 2015  
  54. 54. Design decisions HOW SHOULD IT LOOK, SOUND, AND FEEL?
  55. 55. THINKING DOINGFEELING The user’s context I need a way to relax, increase my focus, and be more intentional New to meditation and trying to focus their attention On their phone with access to many distractions Stressed, overwhelmed, scattered unsure of how meditation works, curious
  56. 56. Authentic, helpful, and human
  57. 57. “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
  58. 58. Don’t assume, regularly test assumptions and ask users for feedback Stress test design decisions, see where an experience might break down Be careful @rebekahcancino
  59. 59. Start mapping AND MAKE THINGS THAT MATTER
  60. 60. Journey maps help us: get strategic insight, prioritize features and functionality, and make good design decisions. Whether you’re making decisions on content, features, functionality, gestures or anything else in between— understanding context and mapping the journey helps you make it better. @rebekahcancino
  61. 61. 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
  62. 62. mappingexperiences.com dschool.stanford.edu Further reading
  63. 63. @rebekahcancino togetherly.co Happy mapping!
  • VivianJacob

    Jan. 16, 2017
  • yyatss

    Dec. 20, 2016
  • artmassive

    Dec. 12, 2015
  • mattquirk

    Dec. 11, 2015
  • kmajzoub

    Dec. 10, 2015
  • LesleyLuciano

    Dec. 10, 2015

Designing mobile and responsive experiences that delight our users and meet our organizational objectives isn’t easy, but it’s not impossible. User journeys can help. Understanding our users context is critical to the success of every app or responsive website. But more often than not, we jump right into discussing functionality and technical requirements without ever stopping to considering who our users are and what they need. While many of us seek out shiny new tools to prototype products, mapping the users’s journey is still the most reliable tool we can use to understand context and design mobile experiences that matter.

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