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116 - Journey Mapping 101

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ProductCamp Boston is the world's largest and most exciting crowd-sourced one-day event for product people. It's organized by and for product managers, product marketers and entrepreneurs, so attendees get the most out of the day.

Attendees learn about and discuss topics in product management and product marketing, product discovery, product development & design, go-to-market, product strategy and lifecycle management, and product management 101, startups, and career development.

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116 - Journey Mapping 101

  1. 1. Journey Mapping 101 J.J. Toothman Twitter: @jjtoothman
  2. 2. A journey map is a visualization of the process that a person goes through in order to accomplish a goal. Sometimes referred to as: Customer Journey Map Experience Map Service Blueprints 2
  3. 3. Journey mapping is a strategic tool within user centric design processes, capturing and presenting key insights into the customer journey model - an archetypal journey created from an aggregate of all customers going from point A to point B as they attempt to achieve a goal or satisfy a need. 3
  4. 4. Key Components of a Journey Map ● Actor (or user or person) ● Scenario and Expectations ● Journey Phases ● Actions, mindsets, emotions ● Opportunities
  5. 5. Benefits ● Creation process forces discussion, brainstorming, and aligning of the mental model ● Establishes shared vision ● Useful artifact for communicating understanding
  6. 6. Journey Mapping’s Secret Weapon BRINGS PEOPLE TOGEHTER
  7. 7. Types of journeys you can map ● Marketing and Sales Funnels ○ Awareness -> Consideration -> Decision …. Etc ● Brand interaction journeys ○ Example -- Nike: Shoes -> Clothing -> Nike App -> Nike Stores … etc ● Application functionality journeys ○ Example – Any ecommerce site: Browse -> Add to cart -> Recommendations and upsells - > checkout …
  8. 8. How to make sense of the journey Goals ● Uncover truths ● Chart the course ● Tell the story Steps to take 1. Define your objectives 2. Profile your personas and define user goals 3. List out all the touch points 4. Establish the elements to show in the map 5. Take the journey yourself and have empathy
  9. 9. What you’ll need A facilitator Post it notes ● LOTS of post it notes ● Different sizes and colors Sharpies Blue painters tape A big wall A good space to work in. Timer
  10. 10. Who to invite ● Organizational diversity ● Executive leadership, middle management, etc. ● The more input the better ● Works with various group sizes
  11. 11. Time commitment ● Half day for the participatory exercise ● Additional time for reports and communicating findings ○ Some fancy diagram ○ Executive briefing ○ Findings presentation
  12. 12. Setting the stage ● This is a screen free exercise ● Warm up exercises / ice breakers to get the group interacting and activate the mind
  13. 13. Start with user research and personas
  14. 14. Define your journey phases ● This is the horizontal axis ● Use larger post it notes
  15. 15. What information to collect in each phase ● User objectives ● User actions ● Touchpoints ● Emotional ● Business goals ● Business actions ● Opportunities
  16. 16. The grid is set…now what ● Do the first phase together as a large group to get people comfortable ● Depending on group size, break into smaller groups and assign phases to fill out ● Take a little break
  17. 17. After your break ● Come back and look for trends, insights ● Feel free to move things around ● Group repeaters and duplicates. ● Duplicates may exist across phases. Those make good discussion starters ● Gravitate towards discussing opportunities as a larger group
  18. 18. When the session is over ● Take pictures before you pull it all down ● Prepare a summary report ● Create a visual deliverable ○ Can be simple like excel ○ Or fancy like the Rail Europe example ○ Templates exist everywhere (figma, sketch, etc) ● Share and communicate your findings outward
  19. 19. So what does this have to do with product management? ● Opportunities turn into user stories…user stories turn in to back log items ● Good way to brainstorm specific new feature or functionality
  20. 20. Fin. ● Thank you ●