Journey Mapping 101 - Ethology - IxDA Phoenix

Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Journey Mapping 101
Tony Quiroz
Local Leader, IxDA Phoenix
UX Design Strategist, Ethology
Sean Rice
Senior UX Design Strategist, Ethology
1

Journey Mapping 101
● What is a Journey Map?
● Spotlight on: Moments of Truth
● When to use (and when not to)
● How to build a Journey Map
● Activity
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What is a Journey Map?
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● A Journey Map makes the customer experience
visible and tangible.
● Injects thoughts, feelings, actions, pain points.
● Helps pinpoint “Moments of Truth” so we can give
those special attention.
4

● They also make a great
selling prop!
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Client Name Removed

At the highest level, it’s this:
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● Think
● Feel
● Do
● Pain Points
● Tools & touch points
● Opportunities
Then we flesh things
out from there.
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The
Anatomy
of a
Journey
Map
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Client Name Removed

Steps & Doing
9

Think & Feel
10

Moments of Truth*
11

Touchpoints (Tools, Tech, Channels, etc.)
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Opportunities
13

Other Stuff
● Guiding Principles
● Smiley Faces
● More...
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Guiding Principles
Steps
Doing
Thinking
Feeling
Moments of Truth
Touchpoints
Opportunities
15
Client Name Removed

There is no single,
standard format.
Journey Map
designs are different
because each
customer journey is
different.
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Spotlight on: Moments of Truth
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Moments of Truth
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So the journey may look something like this:
What am I going to
do this weekend?
Commercial for a new movie.
Sounds cool!
When is it playing
at my local
theater?
MOMENT OF TRUTH!
Icons made by Freepik. www.flaticon.com is licensed under http://creativecommons.org/licenses/by/3.0/
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Moments of Truth
● Pivotal moments in the journey.
● “Do I take the next step or abandon ship?”
➢ Information needs
➢ Interactions, Tasks
➢ Decisions
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Um...
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That’s more like it.
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Bigtime Insights
● Moments of Truth
● Micro-moments
● Jobs to be Done
23

● Moments of Truth = Go / No Go
● Micro-moments = Critical interaction points
● Jobs to be Done = Engagement, not Selling
Bigtime Insights
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When to Use a Journey Map
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Think about Journey Mapping when...
● Breaking into new markets (verticals)
● Understanding new customer segments (millennials)
● Assessing impact of technology changes (mobile)
● Refresh / redesigns / rebrands
● Looking to squeeze more revenue out of an already
successful process
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Don’t use Journey Mapping for...
● Task flow analysis (Example: New user registration)
● Audience Analysis - It’s not a matrix!
● Incremental updates - Better served by user testing
● Projects with teeny-tiny budgets (talk to users & test)
● When you won’t get to talk to real users (gulp...)
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How to build a
Journey Map
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This big board here.
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Materials
● Multi-colored Post it notes
● Notecards
● Sharpies
● Masking tape
● Wall space or whiteboard
● Camera
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Roles
● Facilitator / Interviewer - Guides the discussion
● Board constructor w/good handwriting
● Client / Customer SMEs
● Stakeholders
● Other interested parties on internal / external teams
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Groups of 8-10 or more are okay.
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Who to Invite
● Product Managers / Product Owners
● Marketing / Sales
● Stakeholders
● Customer advisors / advocates, Tech Support
● Any other SMEs
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Sample Work Flow
● Welcome
● Journey Mapping 101
● User persona
● Mapping activity
● Review key findings (stars / dots)
● Wrap up
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After You’re Done with the Activity
● Take lots of pictures
● Clarify handwriting issues on the spot
● Gather team member notes & summarize
● Share raw materials via InVision, etc.
● Produce digital version
● Validate with input from customers
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About Those Customers...
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Journey Mapping 101
Questions?
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Journey Mapping Activity:
Choosing a Smartphone
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Journey Mapping 101
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Journey Mapping 101
Tony Quiroz
Local Leader, IxDA Phoenix
UX Design Strategist, Ethology
Sean Rice
Senior UX Design Strategist, Ethology
Thanks
Everyone!
@IxDAPhoenix
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Journey Mapping 101 - Ethology - IxDA Phoenix

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