This document discusses using journey maps for user experience (UX) and service design. It provides an example journey map for booking a flight that shows the current tasks and tools used at each step and how the user wants to accomplish goals and feel at each step. It suggests improvements like showing flight options visually and sending calendar invitations. It notes journey maps can identify problems, opportunities, and changes needed across an organization's tools, processes, pricing, skills and values to better support the user's experience.

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