Defining your purpose, values, style,
and vision is the foundation for everything else. You can’t understand your users’ journeys without knowing why you exist and what you stand for. #PHXDW @rebekahcancino
Where a person is going
says a lot about their journey. The person on the journey does not decide what the destination is like, they choose it because of what it already is. #PHXDW @rebekahcancino
PURPOSE VALUES Why you’re in
business. It summarizes the difference you’re trying to make in the world and what drives you every day. The attitudes and beliefs at the core of your company. What’s truly important to your business, and should be reflected in all of your decisions and actions. STYLE VISION Traits representing your core characteristics and style of doing business. Used as a source of inspiration and guidance for branding, site design, messaging, and more. What the future will look like once your goals are achieved. It’s important for this to be clear so everyone is working towards a common goal.
Personas should be grounded in
research and elevated by empathy. They’re filters to help you to see through your users’ eyes. They speak to decision modes, preferences, concerns, motivations, and information needs. #PHXDW @rebekahcancino
You are not your target
audience. Beware of biases. Don’t assume you know what your users want and why they choose to do business with you. Ask them. #PHXDW @rebekahcancino
Capture the richness of the
human experience. Have conversations, follow a directed storytelling method, be curious, document everything. #PHXDW @rebekahcancino
Do your homework. Qualitative research
is only as good as the questions you ask and the skill level of the interviewer. Use quantitative research to gather clues and validate hunches, but be wary of making broad assumptions. #PHXDW @rebekahcancino
user journeys 1 1 2
1 Define your purpose and goals 3 1 v 4 1 5 Consider their behavioral context Know your audience Map their journey and attach to persona Iterate, test, refine, repeat!
Susan: the browsing buyer Susan
isn’t on a mission to buy a new puppy, she’s just browsing the internet and having fun looking at cuddly little animals. She switches modes when she finds a pup on your doggy matchmaking site she just can’t live without.
Susan: the browsing buyer As
a new user, Susan comes to the site through: As a return user, Susan comes to the site through: • • • • • • • • Image Search Facebook/Pinterest Individual dog listings YouTube Direct visit Facebook/Pinterest Breed hub page Breed available notification email
Susan: the browsing buyer In
charting out Susan’s journey we discover: • • • • Potential points of friction Gaps in information Opportunities for microconversions What metrics we’ll use to continuously improve her experience • Content prioritization • And more!
Ask questions You see a
high amount of page views per visit with a relatively low avg. time on site, and you wonder: Are they having a hard time finding what they need? You formulate a hypothesis: Maybe our navigation is unclear? Which leads to an experiment: Let’s clarify the navigation nomenclature and see if there’s an improvement
Remember. The digital work we
do is never final. This is an iterative process. Plan for constant improvement, adjustment, and learning. #PHXDW @rebekahcancino
Don’t let your insight become
an artifact. Find ways to keep the understanding you gained from charting user journeys alive as you iterate. Create accountability, buy-in, and a shared sense of ownership. #PHXDW @rebekahcancino