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
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
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
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.
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
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
47. 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
54. 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
64. 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.
65. 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