Based on interviews with leading client-side and independent researchers, Jeanne Turner & Julie Francis will share best practices for journey mapping. Their suggestions & stories will cover many facets, including Kick-off and Discovery: How to structure a productive journey map kickoff Research: Which research methodologies, questions, & activities reveal the most useful insights The deliverable: What features make a great journey map? Dissemination: How to maximize the impact of your journey map These tips, stories, best practices and case studies will be drawn from expert interviews with researchers, stakeholders & designers with a focus on service design and multi-channel retail. You’ll walk away with practical things you can do to deliver great journey maps that have staying power.

1. Session Survey: http://www.uxpa2016.org/sessionsurvey
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org
#UXPA2016
Journey Mapping with Legs
Five Best Practices from Interviews with Experts & Practitioners
Jeanne Turner: Principal UX Researcher, @WalmartLabs
Julie Francis: Founder, BellaVia Research

2. Julie Francis
@bellavia
Jeanne Turner
@jean_marie
Journey Mapping with Legs
#UXPA2016 || #XMapsWithLegs

8. Experience Journey
Service Design Map
Experience Map
Story Map
Journey Map
Storyboard

9. “No one can agree what it is.
But everyone agrees it’s
important.”
-Boon Sheridan
UX Research & Design Consultant

12. integrated
Collaborative Focused Research-
Based
Customized

13. integrated
Collaborative Focused Research-
Based
Customized

14. Best Practice #1:
Collaborative
“Focus on the verb,
not the noun.”
-Jim Kalbach
Author of Mapping Experiences

16. “This is not an ivory tower activity.
There should be no ‘ta-dah!’ moment.”
-Harry Brignull, UX Research & Design Consultant

17. “Shared documents aren’t shared understanding”
-Jeff Patton
Thanks to Cakewrecks.com for permission to use these images

18. “If they help cook it,
they are more likely to eat it.”
-Leanne Waldahl, Head of Research, Dropbox

19. “Flinch test it. See what appetite the
organization has.”
-Chris Risdon
Head of Design, Capital One Labs
(formerly Adaptive Path)

22. integrated
Collaborative Focused Research-
Based
Customized

23. integrated
Collaborative Focused Research-
Based
Customized

24. Best Practice #2:
Focused

25. “It can really be anything
you need it to be.”
-Harry Brignull, UX Research & Design Consultant

26. “Stakeholder interviews are sacred.”
-Jonathan Warner, Founder, Beyond UX

27. What: ______________
Why:_______________
For Whom:_________
Who: _______________

28. “… if it isn't clear why it exists,
then it’s inherently useless”
-Boon Sheridan, UX Research & Design Consultant

30. “Don’t open the aperture too wide.”
-Boon Sheridan, UX Research & Design Consultant

31. “You can fill a wall with any level of detail.”
-Harry Brignull, UX Research & Design Consultant

32. integrated
Collaborative Focused
Customized

33. integrated
Collaborative Focused Research-
Based
Customized

34. Best Practice #3:
Research-Based
“Research will help you find
your blind spots.”
-Andrew Johnson, Strategist & Designer, Good Eggs

36. “I’ve seen some beautiful design deliverables
which are useless because they are based on
bad research.”
-anonymous

37. “Just pulling from discrete research
doesn’t work.”
-Chris Risdon
Head of Design, Capital One Labs
(formerly Adaptive Path)

42. “Don’t wait for the grand reveal.”
-Michael Morgan,
User Researcher, Twitter

43. “Know your internal customers and
speak their language”
-Mark McCormick, SVP UX, Wells Fargo

44. integrated
Collaborative Focused Research-
Based
Customized

45. integrated
Collaborative Focused Research-
Based
Customized

46. Best Practice #4:
Customized

47. “Creation of the map design with your
team is the key part of the process”
-Teri Durkin, Director of UX, Sam’s Club

49. “Don’t try to visualize it until you’ve
finished synthesizing the research.”
-Teri Durkin, Director of UX, Sam’s Club

50. “It’s not a museum exhibit.”
-Andrew Johnson, Strategist & Designer, Good Eggs

51. “Aim for low-fidelity design
and high-fidelity ideas.”
-Boon Sheridan, UX Researcher & Designer

58. (THE VERY META) MAP OF JOURNEY MAPPING: Maximizing the impact of alignment diagrams
I’m excited!
I feel frustrated
I am stuck!
I have no resources!
PAIN POINTS
OPPORTUNITIES
FEELINGS
DOING
Initiate Investigate Illustrate Align
Lack of buy in for project
Unclear objectives
Lack of alignment on goals & objectives
Map is based on biases / assumptions
Map has gaps
The journey map isn’t used at all
No change. Same silos and pain points
Map isn’t what stakeholders expected
Is only used for tiny, tactical improvements
Force insights into pre-selected design / template
Scope creep
Lack of stakeholder involvement
I feel burnt out
Include team in research & debriefs
Triangulate: quant surveys, metrics & qual
Identify holes in existing research
Observe users in-context (e.g., in-home)
Conduct journey-based user research
Include stakeholders in research
Share findings: war room, Mural etc
Host “brown bags” to get buy in
Evaluate need for external expertise
Assemble cross-functional team
Identify scope, goals, assumptions
Conduct stakeholder interviews
Assess interest and appetite for mapping
Host a co-creation workshop
Include diverse team members
Focus on the process, not the deliverable
Tailor map for specific audience & culture
Speak business language: include key metrics
Post map in a very public place
Refine based on research & changes to landscape
Hold workshops to brainstorm solutions
Get user feedback on prototypes
Create product roadmap
Align org around user journey, not features
Monitor improvements to key metrics - Are you
moving the needle?
I’m not
prepared!
GUIDING
PRINCIPLES
Julie Francis Founder BellaVia Research @BellaVia julie@bellaviaresearch.com Jeanne Turner Principal UX Researcher Walmart Labs @jean_marie uxjeanne@gmail Will Tyner Researcher Facebook @WillTyner1 williamttyner@gmail
Google many
examples
Learn: books,
podcasts etc.
See example
maps
Make big promises Underestimate time
Put map on
wall
Share with
stakeholders
Encourage
use of map
Roll it up and put
it into corner
Make map alone in
black hole
Outsource project
to vendor
Loose track of objectives
Force insights into pre
determined solution
Loose track of
objectives
Review past
research
Try to get
budget
Hyper-focus
on pain points
Come up to Speed
Overcommit
Work in Isolation
Bypass Journey - Focused Research
Scope Creep
Force Insights Into Template Try to Socialize the Map
Give Up & Move On
Where do I even start?
How do I assemble a team?
Which map format will work best?
No one seems interested in the map
Why isn’t engineerng / product using this?
I wish this had turned out differently
Why did I waste my time on this?
No one on the team agrees!
This takes too long and is too much to show
I can’t get the right people’s input
We already know about our users
We don’t have time for research
We don’t have budget for researchTHINKING
COLLABORATIVE FOCUSED RESEARCH BASED CUSTOMIZED INTEGRATED
I’m overwhelmed!
I’m impatient
I’m exhausted!
I’m overwhelmed!
I’m resentful & remorseful
I’m dissapointed
I’m frustrated
Actor: UX Professional - First Mapping Project

59. (THE VERY META) MAP OF JOURNEY MAPPING: Maximizing the
DOING
Initiate Investigate Illustrate
Google many
examples
Learn: books,
podcasts etc.
See example
maps
Make big promises Underestimate time
Make map alone in
black hole
Outsource project
to vendor
Loose track of objectives
Force insights into pre
determined solution
Loose track of
objectives
Review past
research
Try to get
budget
Hyper-focus
on pain points
Come up to Speed
Overcommit
Work in Isolation
Bypass Journey - Focused Research
Scope Creep
Force Insights Into Tem
We already know about our users
Actor: UX Professional - First Mapping Project

60. Integrated
Collaborative Focused Research-
Based
Customized

61. Integrated
Collaborative Focused Research-
Based
Customized

62. Best Practice #5:
Integrated

64. “Don’t sell it. don’t pitch it. Weave it
into your culture.”
-Andrew Johnson
Strategist & Designer, Good Eggs

68. “Keep it alive and well throughout the
entire lifecycle of the product
development process.”
-James Keller
Executive Director of Strategy, Uncorked Studios

69. “No one wants to look at a
decayed artifact.”
-Jonathan Warner
Beyond UX, formerly of Adaptive Path

71. Cultivated
Collaborative Focused Research-
Based
Customized

73. Session Survey: http://www.uxpa2016.org/sessionsurvey
Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org
#UXPA2016
Julie Francis
julie@bellaviaresearch.com
@bellavia
Jeanne Turner
uxjeanne@gmail.com
@jean_marie