Journey mapping as insight tool - a healthcare case study UXLX 2012

JOURNEY !
MAPPING!
AS INSIGHT TOOL
a healthcare case study

Kim Goodwin
@kimgoodwin
UXLX 2012
Proprietary & Conﬁdential!
Image: USGS public domain

user mental model of process steps

1
2
3
4
5
attributes of process

A

B

C
© 2012 Kim Goodwin | @kimgoodwin

MAKING THEM EFFECTIVE


EXPERIENCE / JOURNEY MAPS ARE!
NOT ABOUT US
which of our tools they use

who owns those tools

our feature & service ideas


JOURNEY STEPS ARE DRIVEN BY DATA

1
2
3
4
5


JOURNEY ATTRIBUTES …

A
A

B
B

C
C

…ARE WHAT CUSTOMERS / USERS:

WANT & NEED
to know, feel, accomplish

DO
with what tools & why

THINK & FEEL
about their experience


POTENTIAL USES


1
ELICIT & CLARIFY
with interviewees

See what’s available Pick a few options

- Get informed - Price & features
- Look at car sites - Manageable set
- Ask friends - Expert reviews


2
ASSESS your effectiveness


3
FIND OPPORTUNITIES
& commonalities

✔ ✔
✔
✔
☹ ☹ Proprietary & Conﬁdential!

4
BEGIN SOLVING
for a persona
She wants to know X.
We should show that ﬁrst.


maps are ideal tools for

PROLONGED
MULTI-CHANNEL
MULTI-PLATFORM
user experiences


HEALTHCARE EXAMPLE


Uses shared patient data to help
patients achieve better outcomes
- immediate support
- tracking
- long-term research

GOAL: BROADEN AUDIENCE

in-home & remote ethnography

decision-making, support, content
creation & use

THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.

WHAT WE FOUND
was remarkable consistency

Experiencing a change!

!
Seeking Getting Finding a
Having Optimizing Living !
diagnosis! diagnosis Making plan!
symptoms! & adjusting! with it!
(that you believe)! sense of it!



!

HAVING SYMPTOMS


I WOULD LOSE CONTROL
IN MY HAND WHEN I GOT COLD.

I THOUGHT I WAS
JUST TIRED.
- on early symptoms of ALS

THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Conﬁdential!
USED WITH PERMISSION.


!

DO WANT & NEED THINK & FEEL
- Notice something - Is this a big deal? - Worry
- Explain it away - Should I see a doctor? - Denial
- Wait & watch - Is this real, or am I - Avoidance
- Maybe seek info overreacting?



!

SEEKING DIAGNOSIS


I KNEW I HAD PARKINSON’S
TWO YEARS BEFORE
THE NEUROLOGIST AGREED.
- on trying to get a diagnosis



!

- Seek information - An answer! - Worry
- Seek doctor - The right doctor to - Frustration at
diagnosis (many?) diagnose me being ignored
- Maybe many tests - Assurance I’m not - Helplessness
- Patient knowledge crazy
often discounted



!

GETTING A DIAGNOSIS
YOU BELIEVE


I THOUGHT,
‘AM I GOING TO DIE?’
- on being diagnosed with leukemia


I TOLD THE DOCTOR
‘YOU’RE FULL OF SH*T!’
I OWE HER AN APOLOGY.
- on not being able to accept his initial diagnosis


IT’S NICE TO HAVE AN ANSWER
FOR WHAT’S GOING ON. IT
TELLS ME I’M NOT CRAZY.
- on being diagnosed with rheumatoid arthritis



!

- Get lots of info… - What does it mean? - Shocked
or little - Will I die? - Overwhelmed
- Don’t know what - Make a decision now… - Scared
questions to ask or in a while - Relieved
- Experience life
- I can’t deal with
changing in an
this
instant
- I can’t react now



!

MAKING EMOTIONAL
SENSE OF IT


I THINK I GOT A

MASTER’S DEGREE IN AUTISM
THAT FIRST SIX MONTHS.
- on information-seeking as control


I WANTED INFORMATION,
BUT SLOWER. A
RIVER, NOT A WAVE.
MY DAUGHTER CAME WITH ME
AS MY SCRIBE AND MY EARS.
- what happened just after cancer diagnosis


MOM AND I ... JUST
COULDN’T TALK TO EVERYBODY.
- on using a social network for updates in the hospital



!

- Seek info (control!) - What can I do? - Scared & vulnerable
- Seek support, - What does Dx mean? - Overwhelmed
acknowledgement, - Do I want to know? - Worried for family
encouragement
- Tell: who, when, how ? - Alone
- Share with / involve
- How will life change? - Grieving for losses
loved ones
- Sole focus: I have _ !
- Maybe seek
activism
- Many get stuck here



!
Finding a
plan

FINDING A PLAN
THAT WORKS


people are mastering new skills


YOU’RE DESPERATE.
YOU TRY ANYTHING
THAT ISN’T TOO FREAKY.
YOU … SEE WHAT STICKS.
- on experimenting to find a
treatment plan that works


BUY A SATIN

PILLOWCASE
P
FOR WHEN YOUR

HAIR FALLS OUT.
- on how other patients fill the gaps



!
Finding a
plan

- May see new MD(s) - What Tx, MD, where? - Still in shock
- Discuss any options - What to expect? - Identity is in flux
- Experiment: - How will I manage? - Overwhelmed
Effective? Fits life? - Grieving
- Change life & work - Want independence
- Manage loved ones & strength
- Find resources
- Learn vocabulary,
concepts, skills



!

OPTIMIZING &
ADJUSTING


YOU GO FROM NEEDING TO
KNOW ABOUT AUTISM

TO NEEDING TO KNOW
ABOUT YOUR CHILD.

- on optimizing care & becoming the expert


MY NOTEBOOK
COMES TO EVERY
DOCTOR’S
APPOINTMENT.
- on keeping her own history to
take control of her care


IT OPENS THE DOOR FOR CONVERSATION
BECAUSE YOU FORGET THINGS
- on the value of tracking


people tell their stories
to process after the fact



!

- Connecting MDs - What do others do? - Not overwhelmed
- Asking questions - What Tx might I - More confident
- Absorbing nuance need next? - Less vulnerable
- Trusting self - What hope is there? - Tired of educating
- Accepting limits others
- Optimize Dx, Tx
- Make Tx trade-offs
- Feel capable again
- Reclaim life
- Tell story (to process)



!

LIVING WITH IT


I USED TO WAKE UP AND THINK,
‘MY GOD, I HAVE PARKINSON’S.’
NOW I WAKE UP AND THINK, ‘MY
GOD, I HAVE TO DO THE DISHES.’
- on the new normal



!

- Identity has shifted - Need less information - Mostly acceptance
- Some: help others & support - Depression
- Some: info-browsing - Adjust to the new - Lingering fear
- Fewer MD visits normal - Resigned…or hopeful
- MD conversations: - “It could be worse”
how are you?
- Less tracking
- New Dx may become
focus



!

EXPERIENCING A
CHANGE


YOU’RE CONSTANTLY
DEALING WITH LOSS
- on handling his slow decline with ALS


I CAN CONTROL MY
BLOOD SUGAR. I GET
MORE FRUSTRATED
WITH MY THYROID.
- on managing a new diagnosis


SEEKING BEHAVIOR

!

Information

Support


INFORMATION NEEDS

!

Preferred sources

Known “experts”

People “like me”

Preferred depth
The basics

More nuance


When used effectively,
JOURNEY MAPS ARE
INSIGHT TOOLS, NOT
PRETTY DELIVERABLES


HUGE THANKS!

Research team
Synthesis team
Kate Brigham Jamie Heywood Kate Brigham
Maureen Oakes Jeff Cole Maureen Oakes
Jeremy Gilbert Scott Listfield Jeremy Gilbert
Lori Scanlon Doug Marttila Jeff Dwyer
Jeff Dwyer Amy Newell
Steve Hammond James Kebinger
Ben Heywood Winfield Peterson


THANKS!
@kimgoodwin
Image: USGS public domain

Journey mapping as insight tool - a healthcare case study UXLX 2012

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