There is a single universal journey common to all experiences we have. Understanding the journey, its two universal outcomes and two universal variables, streamlines (without oversimplifying) the entire UX process. It aligns with how we experience everything. In this session I will: Introduce The 4 Stages of Accomplishing Goals – the model that details the universal journey. Cover the two unavoidable universal outcome. Cover the two universal variables that have the most impact on how people feel when the experience is over. Share The 4 Stages of Accomplishing Goals Canvas to use throughout your design process, and how it works within and along your exist practices. Share how it works with tools and methodologies like Jobs To Be Done (JTBD), Kano Model, Change Management, Root Cause Analysis, behavioral models and more. This session connects design psychology, strategy, and practical tools for immediate use.

2. How we experience
everything…
and how to design for it.
@talkingux
mike@talkingux.com
Mike Donahue
UX Design Manager | Highmark Health

3. Why are we here?

4. 2 Universal
Outcomes
They are inevitable and unavoidable

5. Universal Outcome 1
Emotion
Everything we do, we do
because of how we
believe, hope or desire
to feel when we’re done.

6. Every experience begins
and ends
with emotions.

7. Emotions
aren’t binary

8. Continuum of emotional response
100%
negative
100%
positive
Neutral /
Indifferent

9. Universal Outcome 1
Emotion
People will forget what
you said.
People will forget what
you did.
But they will never forget
how you made them
feel.
Maya Angelou

10. Universal Outcome 2
Change
Every experience we
have changes us.
• Biases
• Beliefs
• Behaviors

11. Glaciers and butterflies
Significant change
Subtle change

12. What are we asked to become?
Significant change
Subtle change

13. Innovation
make changes in
something established,
especially by introducing
new methods, ideas, or
products

14. Universal Outcome 2
Change
It is not the strongest or
most intelligent who will
survive but those who
can best manage
change.
Charles Darwin

15. 2 Universal
Variables
The what, when, where, and how of it all

16. Universal Variable 1
Content
This is what people come
for.
This is the useful,
meaningful part.
This is what leaves the
lasting impression.

17. Content is the core
of every experience.
What is an experience without content?

18. Content is the core
of every experience.
It’s an empty disappointment.

19. Content informs design.
Design enhances content.

20. The 3 S’s of content
Stuff inside a container
The substance of the stuff
A feeling of satisfaction

21. The 3 S’s of content
Stuff inside a container
The substance of the stuff
A feeling of satisfaction

22. The 3 S’s of content
Stuff inside a container
The substance of the stuff
A feeling of satisfaction

23. Content is part
of everything
we design
 Websites
 Vehicles
 Amusement parks
 Social policy
 Healthcare
 etc., etc., etc…

24. Universal Variable 2
Context
Circumstance
Constraints
Capabilities

25. Circumstance
“Let’s get a room.”

26. What room did you think I meant?

27. Constraints: what’s working against them?
Time Money Technology Ability Other

28. Capabilities: what’s working for them?
Time Money Technology Ability Other

29. The Universal
Journey
AKA: The 4 Stages of
Accomplishing Goals

30. Every journey
begins…
…with a goal to
accomplish.

31. 4 Stages of Accomplishing Goals
Awareness Action Association
Assessment

32. Stage 1
Awareness
This is when emotional and logical (sometimes illogical) expectations are set.

33. Address the
elephant in
the room

34. Stage 2
Assessment
We ask ourselves what will it take to accomplish our goal (the risk)?
We also ask, what’s in it for me (the reward)?

35. We always assess risks before rewards

36. Stage 3
Action
This is when we take steps to accomplish our goal.

37. The very first
action

38. Stage 4
Association
This is when our brain calculates how we feel about the experience.

39. The ”Experience Equation”
( assessment + action )
expectation
experience
=

40. How to design
for everything
Introducing the
Universal Journey
Canvas

42. Awareness
This is all about
understanding context

43. Assessment
This is all about
understanding motivation

44. Association
This is all about
understanding people

45. Action
This is all about
understanding flow

46. Empathy Map
Diary study
Ethnography
5 Whys
Fishbone Diagram
Experience maps
User flows
Service maps
Jobs To
Be Done
Change
Management
Plays well
with others.

47. The benefits of the canvas
Identify meaningful outcomes
for end users (that drive
business success)
Inform strategic decisions with
meaningful insights
Works with existing design
practices
Build alignment within and
across teams
Campbells “Hero’s journey”
storytelling

48. 1. Records, tapes, CDs
2. MP3 players arrive
3. Figure out if it’s worth it
4. What are others doing
5. Go for it
6. Research MP3 players
7. Buy MP3 player
8. Buy and/or convert music
9. Load music
10. Start listening
11. Glad I did this
12. Only listen to music on MP3

49. The Apple hero journey – iPod Launch
• Let people know about the iPod
• Let them know how easy it is to use.
• They created iTunes, made deals
with record labels, and made it
possible to buy music 1 track at a
time
• They focused on how they wanted
people to feel.

50. We have opportunity and privilege
to be a hero by helping other’s be the
hero of their own hero journey.
@talkingux
mike@talkingux.com
Mike Donahue
UX Design Manager | Highmark Health