Kim Goodwin presentation at From Business to Buttons at Berns in Stockholm

1. @kimgoodwin #FBTB15
it’s the journey, not the destination:
journey maps for UX & service design
Photo: Kim Goodwin

2. Internet-
eating
mutant
squirrels
Photo: Kim Goodwin

3. AT&T

4. Photo: Kim Goodwin
Seriously?

5. Why?

6. Photo: iStockPhoto
Organizational “silos”
Photo: iStockPhoto

7. Photo: iStockPhoto
Features & user
stories are too
narrow

8. Photo: iStockPhoto
UX journey map

9. Googleimagesearch
Journey maps?

10. 1. Find problems (as a team!)
2. See how to fix them
3. Identify new opportunities

11. Photo: iStockPhoto
parts of the experience
you don’t own

12. How does the user*
describe the process?
*persona or real person, not a role

13. Photo: iStockPhoto

14. 2.
BOOK A
HOTEL
3.
BOOK
LOCAL
TRANSPORT
4.
PREP:
VISAS?
VACCINES?
1.
BOOK A
FLIGHT

15. 5.
PACK
6.
GET TO
AIRPORT
7.
CHECK IN
8.
GET
THROUGH
SECURITY
9.
BOARD

16. 10.
FLY
11.
GET
LUGGAGE
12.
GET
TO HOTEL
(REPEAT
5-12)
13.
DO MY
EXPENSE
REPORT

17. How does she do
these things now?
(tasks & tools)

18. 2.
BOOK A
HOTEL
3.
BOOK
LOCAL
TRANSPORT
4.
PREP:
VISAS?
VACCINES?
1.
BOOK A
FLIGHT
TASKS &
TOOLS
NOW
1. _____
2. _______
3. _______
______
WANTS TO
ACCOMPLISH,
1. _____
2. _______
3. _______
______
4. ______
1. _____
2. _______
3. _______
1. _____
2. _______
3. _______
______
4. ______

19. 1.
BOOK A
FLIGHT
- HIPMUNK
- SELECT FLIGHT
- LOG IN @ AIRLINE SITE
- FIND FLIGHT
- LOOK AT SEAT OPTIONS
- CHECK SEATGURU
- BOOK @ AIRLINE SITE
- ENTER IN CALENDAR
- EMAIL ITINERARY

20. Why?
What does she want to:
Accomplish
Know
Feel

21. 1.
BOOK A
FLIGHT
ACCOMPLISH:
GET MOST COMFORTABLE FLIGHT/SEAT AT
REASONABLE PRICE.
KNOW:
- WHICH FLIGHTS ARRIVE AT RIGHT TIME, ARE
SHORTEST, AND HAVE OK LAYOVERS?
- WHICH SEATS HAVE LEG ROOM, WINDOW,
STORAGE, AND QUIET?
FEEL:
CONFIDENT

22. How does she feel now?
Why?

23. 1.
BOOK A
FLIGHT
SMART
FOR AVOIDING HASSLE AND
DISCOMFORT
ANNOYED
THAT IT TAKES SO LONG AND
SO MANY TOOLS TO DO

24. What would be a
better experience?

25. 1.
BOOK A
FLIGHT
SHOW FLIGHTS VISUALLY
SHOW MORE DETAIL ABOUT SEATS
SEND ITINERARY CALENDAR
INVITATIONS TO PASSENGERS &
THIRD PARTIES

26. Photo: iStockPhoto
service designers add:
hidden parts of the system

27. What about our business
would need to change?
internal tools, pricing, process, skills,
values…?

28. 1.
BOOK A
FLIGHT
IF WE SHOWED SEAT PROS/
CONS, WOULD WE NEED TO
PRICE SEATS DIFFERENTLY?

29. Photo: Kim Goodwin
- Single help line
- Procedures
- Software
- Org chart?
- Training / culture

30. design the journey, not the feature
Photo: Kim Goodwin

31. Thanks!
Random brain droppings:
@KimGoodwin
Consulting & workshops:
KimGoodwin@me.com