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MAPPING
THE JOURNEY
Experience Beyond the Screen



Jamin Hegeman | @jamin




                         MAY 17, 2012 | UX LX
ey used to only ask for this.




                                 2
now they
want more!




             3
CHALLENGE
How do we use our design
skills to help organizations
understand the experiences
and interactions beyond
the screen?

                               4
e Journey Map




                 5
e journey map is an oriented graph
that describes the journey of a user by
representing the different touchpoints
that characterize his interaction with
the service.
– servicedesigntools.org




                                          6
e journey map is an oriented graph
that describes the journey of a user by
representing the different touchpoints
that characterize his interaction with
the service.
– servicedesigntools.org
                           Not a
                                lways
                                          6
A journey map is a
visualization of experiences
over space and time to
accomplish a goal.


                               7
Vacation Planning Journey




                            8
How can this help me?




                        9
Visualize the intangible
Goal: attend conference




                          11
Goal: attend conference




                          11
Goal: attend conference

 What are all the experiences,
 products, and services that
 were part of the journey of
 getting to the conference
 that might be relevant to the
 design of the service?




                                 11
Building Blocks

     Stages               Actions             Emotions
 Meaningful chunks   What people are doing    Needs, feelings,
    of activities                             and perceptions




     People              Context             Products and
  Who is involved          Place and           Services
                         environment




                                                                 12
Stages      Actions      Emotions




People     products       Context
           and services

                                      13
Journey Map




              Stages
              Emotions
              Actions
              People
              Artifacts
              Context




                          14
Journey Map   UX LX Conference journey




                                         Stages
                                         Emotions
                                         Actions
                                         People
                                         Artifacts
                                         Context




                                                     14
Journey Map   UX LX Conference journey

   Planning        Traveling   Attending   Traveling   Revisiting




                                                              Stages
                                                              Emotions
                                                              Actions
                                                              People
                                                              Artifacts
                                                              Context




                                                                          14
Journey Map   UX LX Conference journey

   Planning        Traveling   Attending   Traveling   Revisiting




                                                              Stages
                                                              Emotions
                                                              Actions
                                                              People
                                                              Artifacts
                                                              Context




                                                                          14
Journey Map   UX LX Conference journey

   Planning        Traveling   Attending     Traveling   Revisiting




                                Excited!

                                 Go to
                                drinks!


                                friends


                               Tivoli Cafe


                                  wine
                                                                Stages
                                                                Emotions
                                                                Actions
                                                                People
                                                                Artifacts
                                                                Context




                                                                            14
Design from the outside in
Start outside, work your way in.
                 Experiences outside of your
                 service may be relevant.




                                               16
UX LX Journey

 Planning   Traveling   Attending   Traveling   Revisiting




                                                             17
UX LX Journey

 Planning        Traveling       Attending   Traveling   Revisiting




  Maybe nothing to do with the conference




                                                                      17
UX LX Journey

 Planning        Traveling       Attending    Traveling   Revisiting




  Maybe nothing to do with the conference

  Maybe something to do with the conference


                                                                       17
Highlight what’s beyond the service.




                                       18
Create a common reference
Rail Europe Experience Map
Guiding Principles

People choose rail travel because it is                                                    Rail booking is only one part of people’s larger                                                     People build their travel plans over time.                                                             People value service that is respectful, effective
convenient, easy, and flexible.                                                             travel process.                                                                                                                                                                                             and personable.


Customer Journey

 STAGES                Research & Planning                                            Shopping                                                        Booking                                                    Post-Booking, Pre-Travel                                      Travel                                                                Post Travel


                                                                                                       Enter trips             Review fares         Confirm         Delivery      Payment      Review &                                                                                                                                                                 Share experience
 RAIL EUROPE                          Research destinations, routes and products                                                                                                                                           Wait for paper tickets to arrive                              Activities, unexpected changes
                                                                                                                    Select pass(es)                 itinerary      options       options       confirm                                                                                                                                                  Follow-up on refunds for booking changes


                                       Destination                    Look up
                                         pages                                                                                                                                                                                          Change         Check ticket                                                                                                                         Share
                                                                    time tables                                                                                                                                                                                                             E-ticket Print
                                                                                                                                                                                                                                         plans           status                                                                                                                             photos
                                                                                                                                                                                                                                                                                             at Station
                                                                                                                                                                                                                                                                                                                   Get stamp
                                                                                                            Live chat for                                                                                                                                                                                          for refund                                                       Web
                                                 raileurope.com
                                                                                                             questions
                                  Plan with                        Map itinerary
                              interactive map                      (finding pass)                                                                                                                                                                                                                                                                                               Share
                                                                                                                                                                                                                                                                                                                                                                            experience
                                                                                                                                                                      May call if                                                                                                                      Buy additional                                                        (reviews)
 DOING                                                                                                                                                                                                                                                                                                    tickets
                                                                                                                                                                      difficulties
                                                                                                                                                                        occur
                                                                                                    Kayak,                                                                                                                                                                     View
                                                                           Blogs &                                                                                                                                                                                                                   web/
                                                                                                   compare                                                                                                                                                                     maps                  apps
                                                                         Travel sites                                                                                                                                 Print e-tickets
                                                                                                    airfare                                                                                                              at home                   Paper tickets                                                     Plan/
                                                                                         Web                                                                                                                                                       arrive in mail                 Look up
                                                                                                                                                                                                                                                                                                                    confirm
                                                                                                                                                                                                                                                                                timetables        Arrange                                              Request                            Mail tickets
                              Talk with                                                                                                                                                                                                                                                                             activities
                                                                        Google                        Research                                                                                                                                                                                                                                         refunds                            for refund
                               friends                                                                                                                                                                                                                                                             travel
                                                                       searches                        hotels



                       • What is the easiest way to get around Europe?              • I want to get the best price, but I’m willing to pay a        • Do I have all the tickets, passes and reservations       • Do I have everything I need?                                 • I just figured we could grab a train but there are                   • Trying to return ticket I was not able to use. Not
                       • Where do I want to go?                                       little more for first class.                                     I need in this booking so I don’t pay more               • Rail Europe website was easy and friendly, but                 not more trains. What can we do now?                                  sure if I’ll get a refund or not.
 THINKING              • How much time should I/we spend in each                    • How much will my whole trip cost me? What are my                shipping?                                                  when an issue came up, I couldn’t get help.                  • Am I on the right train? If not, what next?                         • People are going to love these photos!
                          place for site seeing and activities?                       trade-offs?                                                   • Rail Europe is not answering the phone. How                                                                             • I want to make more travel plans. How do I                          • Next time, we will explore routes and availability
                                                                                    • Are there other activities I can add to my plan?                                                                         • What will I do if my tickets don’t arrive in time?
                                                                                                                                                      else can I get my question answered?                                                                                      do that?                                                              more carefully.



                       • I’m excited to go to Europe!                               • It’s hard to trust Trip Advisor. Everyone is                  • Website experience is easy and friendly!                 • Stressed that I’m about to leave the country                 • I am feeling vulnerable to be in an unknown place in                • Excited to share my vacation story with
                       • Will I be able to see everything I can?                      so negative.                                                  • Frustrated to not know sooner about which                  and Rail Europe won’t answer the phone.                        the middle of the night.                                              my friends.
                       • What if I can’t afford this?                               • Keeping track of all the different products                     tickets are eTickets and which are paper tickets.                                                                       • Stressed that the train won’t arrive on time for my
 FEELING                                                                                                                                                                                                       • Frustrated that Rail Europe won’t ship tickets                 connection.
                                                                                                                                                                                                                                                                                                                                                    • A bit annoyed to be dealing with ticket refund
                       • I don’t want to make the wrong choice.                       is confusing.                                                   Not sure my tickets will arrive in time.                   to Europe.                                                   • Meeting people who want to show us around is fun,                     issues when I just got home.
                                                                                    • Am I sure this is the trip I want to take?
                                                                                                                                                                                                               • Happy to receive my tickets in the mail!                       serendipitous, and special.



                       Enjoyability                                                Enjoyability                                                    Enjoyability                                                Enjoyability                                                  Enjoyability                                                          Enjoyability

 EXPERIENCE            Relevance of Rail Europe                                    Relevance of Rail Europe                                        Relevance of Rail Europe                                    Relevance of Rail Europe                                      Relevance of Rail Europe                                              Relevance of Rail Europe

                       Helpfulness of Rail Europe                                  Helpfulness of Rail Europe                                      Helpfulness of Rail Europe                                  Helpfulness of Rail Europe                                    Helpfulness of Rail Europe                                            Helpfulness of Rail Europe



Opportunities
GLOBAL                                                                                                                                         PLANNING, SHOPPING, BOOKING                                                                                                                          POST-BOOK, TRAVEL, POST-TRAVEL

Communicate a clear value                 Help people get the help they                  Support people in creating their                      Enable people to plan over time.               Visualize the trip for planning                    Arm customers with information                       Improve the paper ticket                                Accommodate planning and
proposition.                              need.                                          own solutions.                                                                                       and booking.                                       for making decisions.                                experience.                                             booking in Europe too.

STAGE: Initial visit                      STAGES: Global                                 STAGES: Global                                        STAGES: Planning, Shopping                     STAGES: Planning, Shopping                         STAGES: Shopping, Booking                            STAGES: Post-Booking, Travel, Post-Travel               STAGE: Traveling


Make your customers into better,          Engage in social media with                                                                          Connect planning, shopping and                 Aggregate shipping with a                                                                               Proactively help people deal                            Communicate status clearly at
more savvy travelers.                     explicit purposes.                                                                                   booking on the web.                            reasonable timeline.                                                                                    with change.                                            all times.

STAGES: Global                            STAGES: Global                                                                                       STAGES: Planning, Shopping, Booking            STAGE: Booking                                                                                          STAGES: Post-Booking, Traveling                         STAGES: Post-Booking, Post Travel




                                                                                                                                                                                       Information          Stakeholder interviews                               Customer Experience Survey                                           Ongoing,                    Linear                      Non-linear, but
                                                                                                                                                                                                                                                                                                                                      non-linear                  process                     time based
                                                                                                                                                                                           sources          Cognitive walkthroughs                               Existing Rail Europe Documentation

                                                                                                                                                                                                                                                                                                                                                   Experience Map for Rail Europe | August 2011

                                                                                                                                                                                                                                                                                                                                                                                                         20
THERE AND
BACK AGAIN
A SF MUNI USER JOURNEY

KEY
       BAD
                                                        !HOME
                                                                   NEXTBUS


                                                                 WAITING
                                                                 AT BUS STOP
       GOOD
       ACTIVITIES                                        HOME


                                                                  c                        e
                                                                                           IBOOKS



  NIGHT                      Z Z TIRED                                                     M
                                                                                           EMAIL    DAY




                                                                  #10
                              Z


                             vLOUD        10 INBOUND                             }HOT
                                                                                                    }
                                                                      OUTBOUND
                             jSOCIAL                                             cRUSHED
]


                                                                                 uuu
                                                                                 CROWDED
                                         #


                     q
                    u qu
                    SOCIAL



                                            c
                                          WAITING
                                          AT BUS STOP

                                                        !
                                                        !!
                                                        SCHOOL




by Evan Litvak


                                                                                                          21
Emotional map of a MUNI rider




                                                                                                                                                  USE




                                                                                                                                                                                                                         6


                                                 1
                                                                                                                                                         3
                                                                                                                                                                                                                 4
                                                                                                                                                                                                                     5
                                                                                                                          2




                                Design opportunities to improve the MUNI experience:
                                1   Enable push notifications on the phone with updates if the bus is running early/on time/late   4   Notify in advance if the bus is overcrowded; add arm rests to the seats

                                2   Provide an easy way to submit suggestions and complaints about MUNI service from phone         5   Enable a phone setting to send a reminder when arriving at destination

                                3   Send notifications when it is time to renew monthly pass or when Clipper balance is low        6   Make the back doors stay open the entire time while at a bus stop




                                by Tanya Siadneva


                                                                                                                                                                                                                             22
Tell a visual story.




                       23
Prioritize efforts
Emotional map of a MUNI rider




                                                                                                                                                  USE




                                                                                                                                                                                                                         6


                                                 1
                                                                                                                                                         3
                                                                                                                                                                                                                 4
                                                                                                                                                                                                                     5
                                                                                                                          2




                                Design opportunities to improve the MUNI experience:
                                1   Enable push notifications on the phone with updates if the bus is running early/on time/late   4   Notify in advance if the bus is overcrowded; add arm rests to the seats

                                2   Provide an easy way to submit suggestions and complaints about MUNI service from phone         5   Enable a phone setting to send a reminder when arriving at destination

                                3   Send notifications when it is time to renew monthly pass or when Clipper balance is low        6   Make the back doors stay open the entire time while at a bus stop




                                by Tanya Siadneva


                                                                                                                                                                                                                             25
Emotional map of a MUNI rider




                                                                                                                                                  USE




                                                                                                                                                                                                                         6


                                                 1
                                                                                                                                                         3
                                                                                                                                                                                                                 4
                                                                                                                                                                                                                     5
                                                                                                                          2




                                Design opportunities to improve the MUNI experience:
                                1   Enable push notifications on the phone with updates if the bus is running early/on time/late   4   Notify in advance if the bus is overcrowded; add arm rests to the seats

                                2   Provide an easy way to submit suggestions and complaints about MUNI service from phone         5   Enable a phone setting to send a reminder when arriving at destination

                                3   Send notifications when it is time to renew monthly pass or when Clipper balance is low        6   Make the back doors stay open the entire time while at a bus stop




                                by Tanya Siadneva


                                                                                                                                                                                                                             25
Emotional map of a MUNI rider




                                                                                                                                                  USE




                                                                                                                                                                                                                         6


                                                 1
                                                                                                                                                         3
                                                                                                                                                                                                                 4
                                                                                                                                                                                                                     5
                                                                                                                          2




                                Design opportunities to improve the MUNI experience:
                                1   Enable push notifications on the phone with updates if the bus is running early/on time/late   4   Notify in advance if the bus is overcrowded; add arm rests to the seats

                                2   Provide an easy way to submit suggestions and complaints about MUNI service from phone         5   Enable a phone setting to send a reminder when arriving at destination

                                3   Send notifications when it is time to renew monthly pass or when Clipper balance is low        6   Make the back doors stay open the entire time while at a bus stop




                                by Tanya Siadneva


                                                                                                                                                                                                                             25
Five Lessons
Use after research


research                     Ideation




           Journey




            Storyboard     Blueprint



             Touchpoints
                                        27
Frame and Reframe

     start




                    end




                          28
Decide your zoom level
What journey are you mapping?


                                Organization




                                 Service




                                 Product



                                 Feature


                                 Control
                                               29
Know your audience



                     organization




 design team




                                    30
Make it stand alone



                      Makes sense
                         to me.




                                    31
Keys to Success

Start with the building blocks.
Stages, actions, emotions, people, context,
product and services.



Tell a visual story.
Use design skills to communicate what’s important.



Go beyond the service.
Map what happens before, after, and in between.




                                                     32
is will help you...

              Design across
              touchpoints

              Design across
              channels

              Design across
              experiences

              meet the future
              needs of design
                                33
ank you!
CONTACT

JAMIN HEGEMAN
jamin@adaptivepath.com | @jamin




                                  34

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Mapping the Journey – Experience Beyond the Screen

  • 1. MAPPING THE JOURNEY Experience Beyond the Screen Jamin Hegeman | @jamin MAY 17, 2012 | UX LX
  • 2. ey used to only ask for this. 2
  • 4. CHALLENGE How do we use our design skills to help organizations understand the experiences and interactions beyond the screen? 4
  • 6. e journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his interaction with the service. – servicedesigntools.org 6
  • 7. e journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his interaction with the service. – servicedesigntools.org Not a lways 6
  • 8. A journey map is a visualization of experiences over space and time to accomplish a goal. 7
  • 10. How can this help me? 9
  • 14. Goal: attend conference What are all the experiences, products, and services that were part of the journey of getting to the conference that might be relevant to the design of the service? 11
  • 15. Building Blocks Stages Actions Emotions Meaningful chunks What people are doing Needs, feelings, of activities and perceptions People Context Products and Who is involved Place and Services environment 12
  • 16. Stages Actions Emotions People products Context and services 13
  • 17. Journey Map Stages Emotions Actions People Artifacts Context 14
  • 18. Journey Map UX LX Conference journey Stages Emotions Actions People Artifacts Context 14
  • 19. Journey Map UX LX Conference journey Planning Traveling Attending Traveling Revisiting Stages Emotions Actions People Artifacts Context 14
  • 20. Journey Map UX LX Conference journey Planning Traveling Attending Traveling Revisiting Stages Emotions Actions People Artifacts Context 14
  • 21. Journey Map UX LX Conference journey Planning Traveling Attending Traveling Revisiting Excited! Go to drinks! friends Tivoli Cafe wine Stages Emotions Actions People Artifacts Context 14
  • 22. Design from the outside in
  • 23. Start outside, work your way in. Experiences outside of your service may be relevant. 16
  • 24. UX LX Journey Planning Traveling Attending Traveling Revisiting 17
  • 25. UX LX Journey Planning Traveling Attending Traveling Revisiting Maybe nothing to do with the conference 17
  • 26. UX LX Journey Planning Traveling Attending Traveling Revisiting Maybe nothing to do with the conference Maybe something to do with the conference 17
  • 27. Highlight what’s beyond the service. 18
  • 28. Create a common reference
  • 29. Rail Europe Experience Map Guiding Principles People choose rail travel because it is Rail booking is only one part of people’s larger People build their travel plans over time. People value service that is respectful, effective convenient, easy, and flexible. travel process. and personable. Customer Journey STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel Enter trips Review fares Confirm Delivery Payment Review & Share experience RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes Destination Look up pages Change Check ticket Share time tables E-ticket Print plans status photos at Station Get stamp Live chat for for refund Web raileurope.com questions Plan with Map itinerary interactive map (finding pass) Share experience May call if Buy additional (reviews) DOING tickets difficulties occur Kayak, View Blogs & web/ compare maps apps Travel sites Print e-tickets airfare at home Paper tickets Plan/ Web arrive in mail Look up confirm timetables Arrange Request Mail tickets Talk with activities Google Research refunds for refund friends travel searches hotels • What is the easiest way to get around Europe? • I want to get the best price, but I’m willing to pay a • Do I have all the tickets, passes and reservations • Do I have everything I need? • I just figured we could grab a train but there are • Trying to return ticket I was not able to use. Not • Where do I want to go? little more for first class. I need in this booking so I don’t pay more • Rail Europe website was easy and friendly, but not more trains. What can we do now? sure if I’ll get a refund or not. THINKING • How much time should I/we spend in each • How much will my whole trip cost me? What are my shipping? when an issue came up, I couldn’t get help. • Am I on the right train? If not, what next? • People are going to love these photos! place for site seeing and activities? trade-offs? • Rail Europe is not answering the phone. How • I want to make more travel plans. How do I • Next time, we will explore routes and availability • Are there other activities I can add to my plan? • What will I do if my tickets don’t arrive in time? else can I get my question answered? do that? more carefully. • I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with • Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends. • What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my FEELING • Frustrated that Rail Europe won’t ship tickets connection. • A bit annoyed to be dealing with ticket refund • I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show us around is fun, issues when I just got home. • Am I sure this is the trip I want to take? • Happy to receive my tickets in the mail! serendipitous, and special. Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Opportunities GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and proposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too. STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling Make your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly at more savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times. STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel Information Stakeholder interviews Customer Experience Survey Ongoing, Linear Non-linear, but non-linear process time based sources Cognitive walkthroughs Existing Rail Europe Documentation Experience Map for Rail Europe | August 2011 20
  • 30. THERE AND BACK AGAIN A SF MUNI USER JOURNEY KEY BAD !HOME NEXTBUS WAITING AT BUS STOP GOOD ACTIVITIES HOME c e IBOOKS NIGHT Z Z TIRED M EMAIL DAY #10 Z vLOUD 10 INBOUND }HOT } OUTBOUND jSOCIAL cRUSHED ] uuu CROWDED # q u qu SOCIAL c WAITING AT BUS STOP ! !! SCHOOL by Evan Litvak 21
  • 31. Emotional map of a MUNI rider USE 6 1 3 4 5 2 Design opportunities to improve the MUNI experience: 1 Enable push notifications on the phone with updates if the bus is running early/on time/late 4 Notify in advance if the bus is overcrowded; add arm rests to the seats 2 Provide an easy way to submit suggestions and complaints about MUNI service from phone 5 Enable a phone setting to send a reminder when arriving at destination 3 Send notifications when it is time to renew monthly pass or when Clipper balance is low 6 Make the back doors stay open the entire time while at a bus stop by Tanya Siadneva 22
  • 32. Tell a visual story. 23
  • 34. Emotional map of a MUNI rider USE 6 1 3 4 5 2 Design opportunities to improve the MUNI experience: 1 Enable push notifications on the phone with updates if the bus is running early/on time/late 4 Notify in advance if the bus is overcrowded; add arm rests to the seats 2 Provide an easy way to submit suggestions and complaints about MUNI service from phone 5 Enable a phone setting to send a reminder when arriving at destination 3 Send notifications when it is time to renew monthly pass or when Clipper balance is low 6 Make the back doors stay open the entire time while at a bus stop by Tanya Siadneva 25
  • 35. Emotional map of a MUNI rider USE 6 1 3 4 5 2 Design opportunities to improve the MUNI experience: 1 Enable push notifications on the phone with updates if the bus is running early/on time/late 4 Notify in advance if the bus is overcrowded; add arm rests to the seats 2 Provide an easy way to submit suggestions and complaints about MUNI service from phone 5 Enable a phone setting to send a reminder when arriving at destination 3 Send notifications when it is time to renew monthly pass or when Clipper balance is low 6 Make the back doors stay open the entire time while at a bus stop by Tanya Siadneva 25
  • 36. Emotional map of a MUNI rider USE 6 1 3 4 5 2 Design opportunities to improve the MUNI experience: 1 Enable push notifications on the phone with updates if the bus is running early/on time/late 4 Notify in advance if the bus is overcrowded; add arm rests to the seats 2 Provide an easy way to submit suggestions and complaints about MUNI service from phone 5 Enable a phone setting to send a reminder when arriving at destination 3 Send notifications when it is time to renew monthly pass or when Clipper balance is low 6 Make the back doors stay open the entire time while at a bus stop by Tanya Siadneva 25
  • 38. Use after research research Ideation Journey Storyboard Blueprint Touchpoints 27
  • 39. Frame and Reframe start end 28
  • 40. Decide your zoom level What journey are you mapping? Organization Service Product Feature Control 29
  • 41. Know your audience organization design team 30
  • 42. Make it stand alone Makes sense to me. 31
  • 43. Keys to Success Start with the building blocks. Stages, actions, emotions, people, context, product and services. Tell a visual story. Use design skills to communicate what’s important. Go beyond the service. Map what happens before, after, and in between. 32
  • 44. is will help you... Design across touchpoints Design across channels Design across experiences meet the future needs of design 33