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FOR DAMN GOOD DIGITAL DESIGN
Journey Mapping
CHARLOTTE DIGITAL SUMMIT 2015 - @REBEKAHCANCINO
Roadtrippin’ with Dad
Quite the journey
Remember these?
Roadside design decisions
UNDERSTANDING THE TRAVELER’S NEEDS
Get your kicks...
So glamorous
All the necessities
Not necessary at all
Context, baby
THINKING
DOINGFEELING
The user’s context
From Daniel Eizans
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
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!	
  
Motels vs. hotels: affordable, 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
Design for context
AND EVERYTHING ELSE WILL FOLLOW
Context
The mobile context?
“I love fiction. Unicorns, UFOs, faith healing, the
Mobile Web, the Mobile Context, psychics.”
- Stephen Hay
CONTEXT ISN’T TIED TO DEVICES
CONTEXT IS TIED TO PEOPLE
Responsive website or native app?
iOS and Android? Windows?
Features?
Gestures?
Wondering where to start?
THINKING
DOINGFEELING
Start with context
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...
Why map the journey?
BUILD ALIGNMENT, ADD VALUE,
AND MAKE STUFF THAT MATTERS
The world’s first
social streaming media player?
Wasted time and money
Create alignment and a shared understanding of the
users journey, behaviors, and needs
Remove politics and pet projects out of product design
Prioritize needs and identify key functionality
Discover opportunities for innovation and delight
The value of journey mapping
Journey maps are strategic tools you can use
to save time and money, add value, and make
experiences that matter.
Understanding context clarifies user needs
so that you can create products that deliver
business results.
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
Strategic insight
WHAT PROBLEM ARE WE SOLVING?
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
Formulate a problem statement
Map the user’s context
Share with group, listen for nuances
Look for patterns
After working with customers to define problem and
map context, we discovered that the planned app
was the wrong solution all together.
Bonus, beyond the journey
Required functionality
WHAT FUNCTIONALITY AND FEATURES
SHOULD WE OFFER?
Journey evidence is everywhere
Mine the data, all the data
Made for in-store experiences
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
vs.
Estimate your fare here!
I mean . . .
Map the journey
User steps (their journey)
Features, functionality, content
Critical steps, what’s going well,
what needs improvement
Design decisions
HOW SHOULD IT LOOK, SOUND, AND FEEL?
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
Authentic, helpful, and human
“I didn’t go looking for grief this afternoon, but it found
me anyway, and I have designers and programmers to
thank for it. In this case, the designers and programmers
are somewhere at Facebook.”
@meyerweb
Inadvertent algorithmic cruelty
Super secure
Customer:
“Why can’t I take a screenshot while using the Wells Fargo
app on my Android phone?”
Wells Fargo:
“For the safety of our customers we have disabled this
feature in the Android OS… Given that there could be
some sensitive info on the screenshot, we blocked this
capability on Android.”
Get buy-in
HOW TO GET PEOPLE ON BOARD
Journey maps help us: get strategic insight,
prioritize features and functionality, and 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.
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
@rebekahcancino
rebekahcancino.com
sitewire.com
Happy mapping!

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