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![JOURNEY MAP
HOW TO RUN A JOURNEY MAPPING SESSION
Preparation:
‣ Identify users / customers you need to
understand in more detail.
‣ Book them ahead of time. Allocate 2 hours,
you may only need 1 hour.
‣ Find a nice big wall that you can stick post it’s
onto, and that you can keep them on. Brown
paper also works to create a nice big space.
‣ You’ll need a tonne of sharpies and post it
notes.
‣ Map out some possible vectors.
In the session:
‣ One customer at a time.
‣ Stand in front of your big wall or brown paper with your customer.
‣ Share with them your draft vectors, and describe to them your
understanding of their situation.
‣ Ask for their input and conversation to correct you where you have
misunderstood the situation. For example you may have the
journey stages wrong.
‣ Ask them to walk you though the process of [buying a car] for
example.
‣ Map out the events, even seemingly minor ones, along the
‘timeline’
‣ Visually call out PAIN POINTS & GAINS/ DELIGHTERS
‣ You can also call out opportunities for improvement, or design
opportunities.](https://image.slidesharecdn.com/journeymapsmb-170125010245/85/Journey-Mapping-9-320.jpg)
Hochgeladen vonMike Biggs GAICD
Journey Mapping
The document discusses journey mapping as a tool to visualize customer experiences, highlighting its applications and methods. It provides guidelines for conducting journey mapping sessions, including preparation, execution, and the importance of understanding customer perspectives. Additionally, the document touches on various examples and techniques to enhance product development through insights gained from journey maps.
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Journey Mapping
- 1. Mike Biggs Product Innovation,ThoughtWorks JOURNEY MAPS
- 2. CONTENT GOAL! ‣ Experiencewhat Journey Mapping is. ‣ Understand the goals and uses of Journey Mapping. ‣ Explore some approaches and methods. ‣ Share some tools. ‣ Review some real life examples. JOURNEY MAPPING
- 3. A BIT ABOUTME ‣ Work at ThoughtWorks ‣ Consult on Production, Innovation, Service Design… ‣ Digital Agencies, Government etc. ‣ Interaction Design Foundation Local Leader ‣ Design Thinking Aficionado ‣ T Shaped Person
- 4. ABOUT YOU… ‣ Careerchange? ‣ Starting out? ‣ In Tech / Digital? ‣ Designers? ‣ Developers? ‣ Business Folk? WHY ARE YOU HERE?
- 5. JOURNEY MAP GRAPH YOUR EXPERIENCEOF HOW YOU GOT HERE Create: 15 mins Share: 15 mins
- 6. JOURNEY MAP WHAT ISIT? ‣ Tool to map experience. ‣ Can be current or future. ‣ Rough fidelity for exploration. ‣ Polished as a communication or vision tool. ‣ Helps to identify pains and gains in context. ‣ Horizontal maps the stages of experience over time. ‣ Vertical you can add vectors to capture the kind of information that’s relevant.
- 7. JOURNEY MAP WHAT AREWE TRYING TO LEARN? ‣ What is happening in the life of our customer beyond the glass / digital. ‣ What is the sequence of events that leads them to our product / solution. ‣ The WHY of their behaviours. ‣ Where in the process we could be most useful to the Customer/ User. ‣ Where we can build products and be most commercially successful.
- 8. JOURNEY MAP MINDSET? ‣ Approachit like a child. ‣ Ask “What happened before that?” ‣ Use open ended questions that can lead to new learning. ‣ No judgement toward customers or users.
- 9. JOURNEY MAP HOW TORUN A JOURNEY MAPPING SESSION Preparation: ‣ Identify users / customers you need to understand in more detail. ‣ Book them ahead of time. Allocate 2 hours, you may only need 1 hour. ‣ Find a nice big wall that you can stick post it’s onto, and that you can keep them on. Brown paper also works to create a nice big space. ‣ You’ll need a tonne of sharpies and post it notes. ‣ Map out some possible vectors. In the session: ‣ One customer at a time. ‣ Stand in front of your big wall or brown paper with your customer. ‣ Share with them your draft vectors, and describe to them your understanding of their situation. ‣ Ask for their input and conversation to correct you where you have misunderstood the situation. For example you may have the journey stages wrong. ‣ Ask them to walk you though the process of [buying a car] for example. ‣ Map out the events, even seemingly minor ones, along the ‘timeline’ ‣ Visually call out PAIN POINTS & GAINS/ DELIGHTERS ‣ You can also call out opportunities for improvement, or design opportunities.
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- 15. JOURNEY MAP EXAMPLE Aligns tosections on Empathy Map
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- 17. JOURNEY MAP LET’S DOA REAL ONE -THE GIFT GIVING EXPERIENCE Small Groups: Create: 20 mins Share: 10 mins
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- 25. SERVICE MAPPING /BLUEPRINTING FRONTSTAGE* BACK STAGE* How does the customer experience your service through different touchpoints of digital, store or call centre? How seamlessly do your operations and technical systems service the customer…and your business? CUSTOMER RESEARCH & DATA ANALYSIS TECHNOLOGY & BUSINESS PROCESS ANALYSIS MOBILE APP WEBSITE GEO-TARGETING STORE POS CALL CENTRE CMS MESH GATEWAY * EXAMPLES ONLY WEB OPS IDENTIFY SYSTEM OPERATOR PROCESS
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- 29. JOURNEY MAP OTHER CONSIDERATIONS? ‣You can do a journey map without a customer, but it’s your own opinion that must be validated. ‣ You can use it at many stages in the design process: ‣ Before research. ‣ As a research tool. ‣ As a visioning tool. ‣ As a communication tool. ‣ As a collaboration tool.
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