Experience Strategy Journey Mapping

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Intro to Experience Design
Journey Mapping

• Becoming a “people” centric
organization, putting the
customer first.
• Solving for multiple channels,
creating a holistic customer
experience.
• Guiding future products, services
and solutions to resonate with
customer understanding, desires
and expectations.
• Communicate and motivate ideal
or improved solutions.
E X P E R I E N C E D E S I G N

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abdomens and chest MRI scans (where patients are asked to hold their breath for
the MRI sequence). A 1.5T magnet has a greater signal than a 1.2T or lower
strength magnet, which means it can produce higher-quality images in less time.
XXX offers 1.5T high-field MRI scanners at every location in our network.
Find a XXX location offering 1.5T high-field MRI options.
!1.5T high-field open MRI:
The 1.5T high-field open bore MRI offers a wide, “open” bore that can
accommodate patients of almost any size and ease patient anxiety over being in an
enclosed space, while still preserving image quality.
Find a XXX location offering 1.5T high-field open MRI options.
!3T high-field MRI:
3T high-field MRI is the newest and most powerful MRI technology for patients.
3T MRI scanners can provide extremely clear and vivid images and can often be
done faster, decreasing overall scan time. A 3T machine isn’t always best for
every kind of imaging, but it’s ideal for imaging small bones, breast MRI,
musculoskeletal MRI, neurological MRI, and vascular MRI, where the minute
details are especially crucial to diagnosis.
Find a XXX location offering 3T high-field MRI options.
!3T high-field open MRI:
The 3T high-field open bore machine provides the same top-of-the-line image
clarity and definition as a 3T machine, with the added benefit of a wide, open bore
for patient comfort.
Find a XXX location offering 3T high-field open MRI options.

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RESEARCH
INTRODUCTION
Journey Mapping

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Expectations
Emotions
Value
Motivators
Advocacy
Understanding
Happiness
Triggers
Ability
Confidence
Training
Policy
Process
Infrastructure
Loyalty
Motivation
Communication
Consistency
Efficiency
Sustainability
RESEARCH METHODOLOGY
R E S E A R C H I N T R O D U C T I O N

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UNDERSTAND THE CONTEXTUAL
BEHAVIOR VARIANCES
• Discover how situations both positive and
negative affect the outcome when
interacting with products and services.
• Are there specific scenarios we should
design for or at least acknowledge.
• Can context of use inform proper cadence
and scale.
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• Stakeholder interviews
• MSR Interviews
• Member Interviews
• Ethnography & contextual inquiry
• Member support/complaint logs
• Web analytics
• Social media listening
• Passive observation
• Analogues experiences
• Experiential audits (Secret Shopping)
• Procedural review
• Operations audit
• Heuristic evaluation

THE TWO COMMON NEEDS FOR PERSONAS
1. “In a Bubble”
Companies find themselves designing without directly engaging with
customers.
• Lack of a feedback loop.
• No dedicated team or advocate to champion customer needs.
• Lack of internal protocol to influence a customer-centric model.
• Distractions or prioritizations of business model over member experience.
Results in experiences that reflect internal criteria
and business model needs over member experience needs.
1
I N T R O D U C T I O N T O P E R S O N A S

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Personas are not real people, but they are
based on the behaviors and motivations of real
people we have observed and represent them
throughout the design process. They are
composites based on behavioral data gathered
from many actual users encountered in
ethnographic interviews. They describe
patterns of behaviors, needs, goals,
expectations, senses, knowledge, etc. of the
people who will interact with your creation.
They are the characters in our stories.
“ We can now design for the desires and
needs of our customers, not personal
preference or internal operational needs.

Customer interviews
Ethnography & contextual inquiry
Quantitative data from surveys and
measurements
Customer support/complaint logs
Web analytics
Social media listening
Passive observation
Analogues experiences
Experiential audits
QUALITATIVE PERSONAS NEED
QUALITATIVE RESEARCH
The point of qualitative research is not to
quantitatively collect qualitative data.
It is to build empathy and understanding for
what it feels like to go through an experience.
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AVOID AMBIGUOUS DETAILS2

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Persona
Mike is an on-the-go executive who has to be organized with
his time in order to fit everything into his very busy work days.
Mike is always on his smart phone, using it to schedule
meetings, send email, and adjust his schedule.
Behavior Archetype
Users who are comfortable and proficient using mobile
technology for day-to-day activities.
IDENTIFY BEHAVIOR VARIABLES5

ALTERNATIVE: USE PERSONAS TO ADVOCATE FOR SCENARIOS6

P E R S O N A R E F I N E M E N T

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Common components of personas:
• A name
• Photo or visual resemblance (that does not
infer a demographic)
• Relevant behavior stats/ behavior architypes
• Goals (VP models)
• Emotions or emotional state
• Challenges
• Connections & associations with other
personas

Why did people hire a milkshake?
- Clayton Christensen, Disruptive Innovation
“

“
OBJECTIVE DESIGN
Focus on core objectives rather than features
• Why does this exist? What service is it performing?
• What is the core objective you’re trying to accomplish?
Look for high level value proposition
• What right does your service, team or department
have to exist?
• What motivations does a customer have?
V A L U E P R O P O S I T I O N D E S I G N
Why did people
hire a milkshake?
- Clayton Christensen,
Disruptive Innovation

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V A L U E P R O P O S I T I O N D E S I G N
IDENTIFYING JOBS TO BE DONE
Using the perspective of your persona, define the core goals the user has. This can be
achieved by “asking 5 levels of why.”
These should be high-level tasks that answer the question:
“ What is this person really trying to accomplish?
As a group, continue trying to come up with higher levels of functional need by asking why
the member wants to achieve it. Ultimately you will arrive at the core ‘Value Prop’ that
members will ideally need.
Label these on the persona.

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While personas describe the end-users of a product or service, they essentially
exist as a snapshot in time. They are static. They are characters in a story.
Scenarios are the landscape or circumstances in which a person finds
themselves. They provide context for an experience and influence how a person
will behave in response to certain trigger events.
T R I G G E R E V E N T S & S C E N A R I O S

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PERSONA:
Date night hero

GAMEPLAN + GET THE PARTY STARTED HOME
and pushes the invite to social media. Krisís friends receive a notification and respond to his invite.
as a group they vote on a movie and
volunteer roles to bring food. everyone receives a reminder the day of...
with directions or the option to get a ride
from a friend.
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ADD SOME MAGIC + NIGHTACAP THEATER+
itís showtime! and everyone is loving hercules!
kris and his friends leave the theater and kris receives a notification from fandango. great idea fandan≠ go!
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HE PUSHES THE INVITE for dinner and a movie
to social media so his friends can see...
KRISíS friends see the invite and graciously accept, but not before voting on wat movie they
would like to see
GAME PLAN THEATER
once voting is complete each friend buys
their own ticket.
cool! Everyone is in. Fandanñ go recommends
a nearby pizza place and kris makes a reserñ
vation with the opentable integration.
everyoneís calendar is updated with an
event and reminder for saturday.
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The next morning everyone receives
a prompt to rate their night... and nominates the next planning genius.
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High
“I need a solution
immediately.”
Moderate
“I have a backup but need
a solution soon.”
Low
“I need a solution but
I have time.”
TRIGGER EVENT URGENCY
Triggers for needing a new washing machine fell into three categories of varying urgencies.

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Journey mapping is the process of illustrating a complete story about the
relationship – and resulting experience – that unfolds over time between
an individual and a system, service, product, organization…
J O U R N E Y M A P S

GOOD JOURNEY MAPS HELP TEAMS:
• Understand & Communicate the holistic experience
• Identify & Explore ideas that solve challenges or improve the experience
across multiple touch points, not just one
• Discuss & Prioritize which ideas to pursue when (i.e. roadmaps and strategy)
J O U R N E Y M A P S

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J O U R N E Y M A P
CONSTRUCTING A JOURNEY MAP
TASK FLOW TASK FLOW
MEASUREMENT
TOUCHPOINTS
TASK FLOW
OPERATIONS
STAGES STAGES
TOUCHPOINTS TOUCHPOINTS TOUCHPOINTS

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J O U R N E Y M A P : T A S K F L O W S
PERSONAS
While personas describe the end-users of a product or service, they essentially
exist as a snapshot in time. They are static. They are characters in a story.
SCENARIOS
Scenarios are the landscape or circumstances in which a person finds themselves.
They provide context for an experience and influence how a person will behave in
response to certain trigger events.
TASK FLOWS
Task flows describe an action (or tightly linked set of actions) that someone will
experience by interacting with your service over time.

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Task Flows are the spine of a Journey Map:
Set the scale, pace, cadence and time factor (minutes, hours, days, weeks)
Capture the actions that the user is doing.
Are made up of “verbs” only! These are the moments of actions.
• Seeing
• Thinking
• Doing
• Viewing
• Talking
• Etc.

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Beverly, MA
Ledgewood
Rehab
Beverly
Hospital
Private Duty
Home Care
(NSPRN)
owns /
operates?
Kin
Healt
opera
Herrick House
on the
campus of
Elsewhere
Lahey Health Senior Care, a not-for-profit organization dedicated to meeting
the healthcare needs of seniors on the North Shore by offering a complete
continuum of care comprised of the highest quality programs and services.
is a private-duty home care agency providing outstanding quality home
health care services to seniors throughout the North Shore.
Lifeline
Systems
Spectrum Adult
Day Health
Program
Monitoring
Services
operated
by
Visiting Home
Care
Lahey Health
Senior Care
Lahey Health
Care Link
Lahey Health
at Home
North Andover, MA
Spectrum Adult
Day Health
Program
includes
Spectrum Adult
Day Health
Program
Assiste
Skilled
Rehab
has 2 locations includes inclu
Lahey Hospital &
Medical Center
Burlington
Lahey Outpatient
Center Danvers
Lahey Outpatient
Center Lexington
Lahey Medical
Center Peabody
Lahey Health
Existing Websites
http://laheyhealthseniorcare.org/
redirects to http://www.laheyhealth.o
similar content http://www.beverlyho
http://www.northeasthomecare.org/
http://www.nelink.org/
http://www.nsprn.com/
http://spectrumdayprogram.org/
http://theherrickhouse.org/
http://www.ledgewoodrehab.com/
http://www.seacoastrehab.com/

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7#,;%#

. G I $ & ! - ( 5 + # [ ( * G I ' H # G % & * )
PEOPLE
All the people directly or indirectly involved in the service, experience or process,
from employees, staff, and partners to members and employers.
ARTIFACTS
Tools (objects) that support or influence the experience…any technology, system,
item or object
ENVIRONMENT
The settings or location (physical or digital) where the experience takes place.
PROCESS
Procedures, mechanisms, protocol and flow of activities by which actions take place
over time.
B"#$(H2&0&%48("9(F"#/7+",%48

J O U R N E Y M A P : T O U C H P O I N T S

. G I $ & ! - ( 5 + # [ ( 5 ! + ) I $ ! 5 ! & * )
*+)(TVGJ *+)(TVGJ
5!+)I$!5!&*
*GI'H#G%&*)
*+)(TVGJ
G#!$+*%G&)
)*+,!) )*+,!)
*GI'H#G%&*) *GI'H#G%&*) *GI'H#G%&*)

. G I $ & ! - ( 5 + # [ ( 5 ! + ) I $ ! 5 ! & * )
J*(C/:+*%>'"/;%73D;/,,"'

J O U R N E Y M A P : M E A S U R E M E N T S

. G I $ & ! - ( 5 + # [ ( G # ! $ + * % G & )
*+)(TVGJ *+)(TVGJ
5!+)I$!5!&*
*GI'H#G%&*)
*+)(TVGJ
G#!$+*%G&)
)*+,!) )*+,!)
*GI'H#G%&*) *GI'H#G%&*) *GI'H#G%&*)

J O U R N E Y M A P : O P E R A T I O N S

P O S T - J O U R N E Y M A P S
1. THE CUSTOMER
PERSPECTIVE
How could this strategy help
differentia te XX amongst its
customers?
How could this strategy help XX
improve business processes?
2. THE PERFORMANCE
VALUE PERSPECTIVE
3. THE LEARNING
PERSPECTIVE
4. THE FINANCIAL VALUE
PERSPECTIVE
BALANCED SCORE CARD
How could this strategy sustain XX’s
vision to change and improve?
succeed financially?
Increase market share
Improve brand image
Improve consumer satisfaction
Creation of database of customer data
to guage consumer feedback
Introduce innovative process
Improve & streamline delivery,
installation & service
An upgraded information system
Fewer complaints to management
Recruit high potential profiles to
implement strategy
Processes Improve learning abilities
among staff
Motivated & empowered staff
Increase turnover & % sales of new
products
ROI affected via less appliance
returns, more purchases, higher brand
equity, fewer trips to concumer
Improved stock market value
Socially responsible enterprise
How could this strategy help
XXimprove business processes?
5. THE SOCIAL IMPACT
PERSPECTIVE
6. THE ENVIRONMENTAL
IMPACT PERSPECTIVE
succeed financially?
Introduce innovative process
Improve & streamline delivery,
installation & service
An upgraded information system
Fewer complaints to management
Increase turnover & % sales of new
products
ROI affected via less appliance
returns, more purchases, higher brand
equity, fewer trips to concumer
Improved stock market value
Socially responsible enterprise

P O S T - J O U R N E Y M A P S

# G ) * b . G I $ & ! - ( 5 + # )

PREPARED BY:
Jonathan Podolsky
VP, Experience Strategy & Service Design
Jpodolsky@madpow.com
THANK YOU

Experience Strategy Journey Mapping

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