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

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Designing digital 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 consider 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.

In this talk I cover:

- What journey mapping entails and why it is an essential tool for designing effective mobile experiences

- Practical tools and exercises you can use to understand user context and consider those insights in your app or responsive design

- Techniques for mapping user journeys with your team and applying what you've learned to build better user flows, features, interactions and interfaces

Published in: Design
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Journey Mapping for Damn Good Digital Design - PHX Digital Summit 2015

  1. FOR DAMN GOOD DIGITAL DESIGN Journey Mapping PHOENIX DIGITAL SUMMIT 2015 - @REBEKAHCANCINO
  2. Roadtrippin’ with Dad
  3. Quite the journey
  4. Remember these?
  5. Roadside design decisions UNDERSTANDING THE TRAVELER’S NEEDS
  6. So glamorous
  7. Get your kicks...
  8. All the necessities
  9. Not necessary at all
  10. Context, baby
  11. THINKING DOINGFEELING The user’s context From Daniel Eizans
  12. 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
  13. 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!  
  14. Motels vs. hotels: 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
  15. Design for context AND EVERYTHING ELSE WILL FOLLOW
  16. Context
  17. The mobile context?
  18. “I love fiction. Unicorns, UFOs, faith healing, the Mobile Web, the Mobile Context, psychics.” - Stephen Hay
  19. CONTEXT ISN’T TIED TO DEVICES
  20. CONTEXT IS TIED TO PEOPLE
  21. Responsive website or native app? iOS and Android? Windows? Features? Gestures? Wondering where to start?
  22. THINKING DOINGFEELING Start with context
  23. 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...
  24. Why map the journey? BUILD ALIGNMENT, ADD VALUE, AND MAKE STUFF THAT MATTERS
  25. The world’s first social streaming media player?
  26. Wasted time and money
  27. Create alignment and a shared understanding of the users journey, behaviors, and needs Remove politics and pet projects from product design Prioritize needs and identify key functionality Discover opportunities for innovation and delight The value of journey mapping
  28. Journey maps are strategic tools you can use to save time and money, add value, and make experiences that matter.
  29. Understanding context clarifies user needs so that you can create products that deliver business results.
  30. 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
  31. Strategic insight WHAT PROBLEM ARE WE SOLVING?
  32. 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
  33. Formulate a problem statement
  34. Map the user’s context
  35. Share with group, listen for nuances
  36. Look for patterns
  37. After working with customers to define problem and map context, we discovered that the planned app was the wrong solution all together.
  38. Bonus, beyond the journey
  39. Required functionality WHAT FUNCTIONALITY AND FEATURES SHOULD WE OFFER?
  40. Journey evidence is everywhere
  41. Mine the data, all the data
  42. Made for in-store experiences
  43. 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
  44. Map the journey
  45. User steps ( their journey)
  46. Features, functionality, content
  47. Critical steps, what’s going well, what needs improvement
  48. Design decisions HOW SHOULD IT LOOK, SOUND, AND FEEL?
  49. 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
  50. Authentic, helpful, and human
  51. It’s been a great year?
  52. Knock to unlock
  53. Super secure, it’s in the details
  54. Get strategic insight. Prioritize features and functionality. 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.
  55. 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
  56. @rebekahcancino rebekahcancino.com sitewire.com Happy mapping!

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