It's About the Journey
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This document discusses journey-first design and how it differs from mobile-first design. It describes journey-first design as accounting for the full path a user takes across devices from beginning to end of an experience. The document outlines Mad*Pow's 5-step process for journey-first design: 1) conducting user interviews, 2) creating personas, 3) mapping user flows, 4) identifying touchpoints, and 5) designing content and prototypes. It encourages considering all possible devices and contexts rather than focusing on a single device to better prepare for the future.
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It's About the Journey
- 1. 1 PREPARED BY IT’S ABOUT THE JOURNEY @MARSINTHESTARS September 10, 2016 Big Design Conference Marli Mesibov, Director of Content Strategy Mad*Pow
- 2. 2 • Managing Director of Content Strategy at Mad*Pow • Managing Editor of UX Booth • Theater Major, Brandeis – that’s a long way from speaking about design Big Design | @marsinthestars Who am I? Why am I here?
- 3. 3 Big Design | @marsinthestars I took a journey to get here _______ My journey
- 4. 4 Big Design | @marsinthestars I took a journey to get here Apply Acceptance Travel Arrive Speak I researched Big Design conference, and decided it was a good fit for my talk. I applied using the online form. I received an email accepting my talk, responded, and began looking up flights to book. I checked in the day before, then took an Uber to the airport, flew to Texas, and took a cab to the hotel. I checked into the hotel, went to my room and unpacked. I checked into the conference, and prepared to speak with you.
- 5. 5 Big Design | @marsinthestars Let’s make this a mobile-first experience Apply Acceptance Travel Arrive Speak Create responsive submission form, accessible via mobile phone. Design email to load easily, with few (small) images. Allow check-in via phone, and hotel updates in my email designed for mobile access. Include a QR code for mobile hotel check-in, and a key via QR code for my hotel room. Show conference badge on phone screen. Phone Phone Phone Phone Phone
- 6. 6 Big Design | @marsinthestars Let’s make this a journey-first experience Apply Acceptance Travel Arrive Speak I researched Big Design conference, and decided it was a good fit for my talk. I applied using the online form. I received an email accepting my talk, responded, and began looking up flights to book. I checked in the day before, then took an Uber to the airport, flew to Texas, and took a cab to the hotel. I checked into the hotel, went to my room and unpacked. I checked into the conference, and prepared to speak with you. Computer Tablet Phone Phone In-person
- 8. 8 Big Design | @marsinthestars Desktop thinking Desktop Mobile
- 9. 9 Big Design | @marsinthestars Mobile-first thinking “Mobile devices require software development teams to focus on only the most important data and actions in an application. There simply isn’t room in a 320 by 480 pixel screen for extraneous, unnecessary elements. You have to prioritize.” –Luke Wroblewski, Mobile First (2009)
- 10. 10 Big Design | @marsinthestars Mobile-first thinking Mobile Desktop
- 11. 11 Big Design | @marsinthestars Journey-first thinking “If I’m browsing and adding to a cart on my smartphone, I expect that same history and half- filled shopping basket to be carried across to the desktop site, and vice versa. It’s the only way to guarantee customer satisfaction, aid conversion, and encourage return visits.” - Christopher Ratcliff, More than 40% of Online Adults are Multi-device Users (2014)
- 12. 12 Big Design | @marsinthestars Journey-first thinking
- 13. 13 Big Design | @marsinthestars Journey-first thinking The divide between online and IRL has dissolved. Our experiences run across phone, laptop, tablet…
- 14. 14 Big Design | @marsinthestars Journey-first thinking …watch, TV, car…
- 15. 15 Big Design | @marsinthestars Journey-first thinking …and toilet?
- 16. 16 WHAT IS THE JOURNEY?
- 17. 17 Big Design | @marsinthestars The journey is the steps taken
- 18. 18 Big Design | @marsinthestars The journey is the path of touch points
- 19. 19 Big Design | @marsinthestars The journey is the user flow
- 20. 20 Big Design | @marsinthestars The path The journey is the path a person takes from the start of the experience, through to the end of the experience. Along the way, they encounter touch points. That’s what we can design.
- 22. 22 Big Design | @marsinthestars The Mad*Pow Process
- 23. 23 Big Design | @marsinthestars 5 steps of journey-first design Action Goal Deliverable Interview end-users Learn from the source Raw notes Create personas Compile the details of many people into a representation 1-3 Personas Map the user flow(s) Understand potential scenarios and identify touch points Journey map Connect the touch points to channels Learn how users communicate at each touch point Ecosystem web Design and content Build something A prototype
- 24. 24 Big Design | @marsinthestars Step 1: Interviews
- 25. 25 Big Design | @marsinthestars Step 2: Personas
- 26. 26 Big Design | @marsinthestars Step 3: User flows
- 27. 27 Big Design | @marsinthestars Step 4: Touch points
- 28. 28 Big Design | @marsinthestars Step 5: Design
- 29. 29 WELCOME TO THE FUTURE
- 30. 30 Big Design | @marsinthestars Convince your boss • Mapping the journey doesn’t take significant extra time or budget – it can be done in as little as 2 hours, and it doesn’t require screens to be designed for every option • It can be done with a team of one, or a huge group • Thinking about the multitude of possible devices helps prepare for the future • Identifying touch points helps us create engaging content
- 31. 31 Big Design | @marsinthestars Take into consideration • Have I designed for the most critical device? • What other devices might come into play here? • What is the context for this interaction? Where will my user physically be? • Is my content dynamic or static? • What is the conversation between person and device?
- 32. 32 Big Design | @marsinthestars How to get started • Don’t wait for permission. Grab your sticky notes! • Talk it out: talk through the story of what the persona is doing, where they are, and why. • Imagine the use-case scenario for every screen you design. • Read up on the Internet of Things.
- 33. 33 Big Design | @marsinthestars Resources • Designing Multi-Device Experiences, by Michal Levin (book) • Adapting Ourselves to Adaptive Content, by Karen McGrane (presentation) • Mobile First, by Luke Wrobelwski (book) • Designing Digital Strategies, by Sofia Hussain (article)
- 34. 34 Big Design | @marsinthestars Thank you!
Editor's Notes
- Who has heard of user flows or user journeys? Who knows what they are? Who knows how to create them?
- Starts when the audience member first hears about your org Or when they first get to your site Or when they first see your social media item My journey from theater to film to software to UX – that’s how I used to see user journeys. Big and overwhelming. But we can start more recently, my journey from Boston to Texas.
- Let’s take a look at the steps I took to get from seeing that Big Design was accepting speakers, to speaking on this stage today. “Lens through which to view” as Dad says
- How many of you are familiar with mobile-first? Since I was in different places each time I took one of these steps, we might assume I need a mobile-first approach.
- But I’m going to challenge you not to go mobile first. Let’s look at the context of each step, and identify the most likely piece of technology.
- Recent sales meeting for a prospective healthcare client Covered the fundamental approach of user-centered design Agreed on leading with research and strategy Head of their team suddenly asked “Oh, you guys design mobile-first, right?” Here’s my challenge to you, today: we can’t assume that the best design is going to be mobile-first.
- We started mobile-first because moving from mobile to desktop is less likely to break things than moving from desktop to mobile.
- Prioritizing what user’s need – and if you know anything about UX design, you know that we love talking about user needs. Usability test when we saw ALL THE THINGS (and you click on none of them)
- Look at the content breakdown: highest priority? User needs to see the headline, and an intro. 34% of people use the internet predominantly from their mobile phones – this is table stakes!!!! Kano model: Table stakes, Incremental, Delighter Responsive design! - which is still good, but it’s no longer a delighter. It’s a table stakes.
- This goes beyond responsive design. Responsive experience? Connected experience.
- Good design doesn’t force users to pick up the device that we designers want them to pick up TV in bedroom Phone in bathroom Tablet in kitchen…
- Internet of Things Network of connected physical objects. Sensors on our bodies
- Adam checking his watch for emails
- In the very near future, sensors might be embedded in your toilet bowl. They are connected to an IP enabled WiFi device (much like a Nest thermostat) on the back of the toilet. You might use batteries or it could be hardwired into the house wiring for power. It can connect to an app on your tablet, SmartPhone or laptop/desktop as part of your Personal Health Management System (PHMS) which may be set to relay certain data to your doctors office. Pregnancy test Bacterial infections Hangovers (recommendations for cures)
- Do not make journey maps just to make them! (Shahrzad) “Don’t Make a Journey Map"
- Where is someone going? What is the ecosystem or journey? WHAT are the things they’re doing? Turn to the person next to you and tell them all the times you’ve checked a device today. How do you get from A to B? You don’t blink and appear. (I Dream of Genie)
- What are the touch points – how do we communicate with them/how does ANYONE communicate with them? There may be options here – that’s cool too. Client in Texas, “how granular do we get?” Shahrzad said the workshop process is more important than the end product. So get as granular as you like, talk it out.
- Who’s responsible for each step? Now we start getting down into what we can/should do for each step.
- In short: Journey-first design
- The process we follow at MadPow
- Let’s put this into practice.
- Talk to people. Ask them what they see their journey as being. Ask about details Push for the scenario: WHERE do things happen, and what else are they doing at that time? Are they prompted, or do they initiate? Who here conducts user interviews? If you don’t, that’s ok – you can STILL weigh in on what gets asked.
- Demographics, but more importantly, the goal, needs, and variables.
- Step by step, what screen do they use when? Focus, grounded scope (Shahrzad)
- As I mentioned, there could be multiple options. This can be done as a workshop (journey mapping), like we do at MadPow with users or stakeholders. We often find there are steps we can’t control. STILL need to note them.
- You can still start mobile-first Also highlight what screens need non-mobile designs Design for those first, if you know them, and think about the transition between screens
- Here’s how to get started
- If you do nothing else, ask these 4 questions after designing a flow.