journey mapping for damn good digital design - digital summit dallas 2015

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FOR DAMN GOOD DIGITAL DESIGN

Journey Mapping DIGITAL SUMMIT DALLAS 2015 - @REBEKAHCANCINO

Roadtrippin’ with Dad

Quite the journey

Get your kicks...

Al l the necessities

Not necessary at al l

So glamorous

C ontext, baby

THINKING

DOING FEELING

The user’s context

From Daniel Eizans

THINKING

DOING FEELING

The user’s context

I need an affordable place

to stay for the night and a way for the kids to release some

energy

Driving for long periods of time with two kids in

the back

Carrying a lot of luggage for the

family

Parent: tired, hungry

Kids: restless,

hungry

Find motel Park, unpack kids, lug into lobby, book room

Park near room, unload kids, bring luggage

Take kids swimming

Find food Go to bed

Dear God, no.  

Hooray!  

Design for context AND EVERYTHING ELSE WILL FOLLOW

C ontext

The mobile context?

“I love fiction. Unicorns, UFOs, faith healing, the Mobile Web, the Mobile Context, psychics.”

- Stephen Hay

CONTEXT ISN’T TIED TO DEVICES

CONTEXT IS TIED TO PEOPLE

Responsive website or native app? iOS and Android? Windows? Features? Gestures?

Wondering where to start?

THINKING

DOING FEELING

Start with context

What actions are users taking to meet their needs? What’s the real goal or hidden motivation? Why are they here in the first place? What do they expect? What are their potential high points and low points? What devices do they use? For what? When?

Then keep going...

Map the journey

User steps ( and needs)

thoughts, feelings, people involved in decisions

Features, functionality, content

Critical steps, what’s going wel l, what needs improvement

Green: user is having the experience he/she expects or needs

Yellow: thing are going okay, but the experience could be improved

Red: user is NOT having the experience he/she expects or needs

Doing

People, Thoughts, Feelings

Need to buy a

grad gift for niece

Show this to my sister, this is fun part

about planning a surprise

She likes sweet treats,

I hope there is something

grad themed

Visits Shari’s Berries to place an order

I better call customer service, because I’m not finding the info I

need

I’m waiting on hold for way too long.

Waits for order to arrive at niece’s dorm

She’s been so busy, I hope she will be

home for the delivery

How are the berries going to stay fresh if

it’s too warm out?

Why map the journey? BUILD ALIGNMENT, ADD VALUE,

AND MAKE STUFF THAT MATTERS

The world’s f irst social streaming media player?

Wasted time and money

Create alignment and a shared understanding of the users journey, behaviors, and needs Remove politics and pet projects out of product design Prioritize needs and identify key content and functionality Discover opportunities for innovation and delight

The value of journey mapping

@rebekahcancino

Journey maps are strategic tools you can use to save time and money, add value, and make experiences that matter.

@rebekahcancino

Understanding context clarifies user needs so that you can create products and digital experiences that deliver business results.

@rebekahcancino

Strategic direction: Why are we making this, what problem are we solving? Required functionality: What content, features, and functionality do we need? Design decisions: How should this look, sound, and feel?

Three kinds of insight

Strategic insight WHAT PROBLEM ARE WE SOLVING?

Invite two groups of users from each key segment: they formulate problem statement, you ask smart questions Have internal cross-discipline team of stakeholders help facilitate: build shared understanding, get alignment on direction Share ideas with the group: listen for nuances, patterns, and hidden motivations

C odesign the way forward

@rebekahcancino

Map the user’s context

USER + NEED + INSIGHT

An anxious aunt sending a grad gift

To feel

good about her gift choice

Once she sends the berries she worries

about if her niece will be there to receive it, will they spoil?

Uncover insight

Formulate a problem statement, together

We believe that ___________ has ________________ and that ______________may solve this problem by ____________________ and _____________________. We will know we have succeeded when ___________________and/or ____________________ reaches ___________________.

(USER) (PROBLEM)

(THIS SOLUTION)

(THIS ASPECT) (THAT ASPECT)

(QUANTATIVE MEASURE)(QUALITATIVE MEASURE)

(THIS LEVEL)

@kevinmhoffman

Share with group, listen for nuances

Look for patterns

After working with customers to define problem and map context, we discovered that the planned app was the wrong solution all together.

Required functionality WHAT FUNCTIONALITY AND FEATURES

SHOULD WE OFFER?

Journey evidence is everywhere

Mine the data, al l the data

Made for in-store experiences

vs.

Estimate your fare here!

I mean ...

More control over his or her shopping experience Reduce stress and provide peace of mind Eliminate shopping hassles and automate applying discounts or input of information

Give customers a great experience

@rebekahcancino

Of customers would pay more if they got the top 3 experience aspects they want most from a retailer

53% SYNCHRONY FINANCIAL, THE RETAIL CUSTOMER EXPERIENCE 2015  

Of customers would shop more often if they got the top 3 experience aspects they want most from a retailer

77% SYNCHRONY FINANCIAL, THE RETAIL CUSTOMER EXPERIENCE 2015  

Design decisions HOW SHOULD IT LOOK, SOUND, AND FEEL?

THINKING

DOING FEELING

The user’s context

I need a way to relax, increase my

focus, and be more intentional

New to meditation and trying to focus their attention

On their phone with access to

many distractions

Stressed, overwhelmed,

scattered

unsure of how meditation works,

curious

Authentic, helpful, and human

“I didn’t go looking for grief this afternoon, but it found me anyway, and I have designers and programmers to thank for it. In this case, the designers and programmers are somewhere at Facebook.”

@meyerweb

Inadvertent algorithmic cruelty

Don’t assume, regularly test assumptions and ask users for feedback Stress test design decisions, see where an experience might break down

Be careful

@rebekahcancino

Start mapping AND MAKE THINGS THAT MATTER

Journey maps help us: get strategic insight, prioritize features and functionality, and make good design decisions. Whether you’re making decisions on content, features, functionality, gestures or anything else in between—understanding context and mapping the journey helps you make it better. @rebekahcancino

Save time and money by getting to the best solution faster with less rework. Gain and retain customers by providing them with elegant solutions they need.

The value of understanding context and mapping the journey

@rebekahcancino

mappingexperiences.com dschool.stanford.edu

Further reading

@rebekahcancino togetherly.co

Happy mapping!