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Journey Mapping for Damn Good Digital Design - MIMA Summit 2015

Designing mobile and responsive experiences that delight our users and meet our organizational objectives isn’t easy, but it’s not impossible. User journeys can help.

Understanding our users context is critical to the success of every app or responsive website. But more often than not, we jump right into discussing functionality and technical requirements without ever stopping to considering who our users are and what they need. While many of us seek out shiny new tools to prototype products, mapping the users’s journey is still the most reliable tool we can use to understand context and design mobile experiences that matter.

Learning Objectives:
1. What journey mapping entails and why it is an essential tool for designing effective mobile experiences, or any digital experience for that matter
2. Practical tools and exercises you can use to understand user context and consider those insights in your app, or responsive website
3. Techniques for mapping user journeys with your team and applying what you’ve learned to build better user flows, features, interactions and interfaces

Journey Mapping for Damn Good Digital Design - MIMA Summit 2015

  1. 1. FOR DAMN GOOD DIGITAL DESIGN Journey Mapping MIMA SUMMIT 2015 - @REBEKAHCANCINO
  2. 2. Roadtrippin’ with Dad
  3. 3. Quite the journey
  4. 4. Remember these?
  5. 5. Roadside design decisions UNDERSTANDING THE TRAVELER’S NEEDS
  6. 6. Get your kicks...
  7. 7. All the necessities
  8. 8. Not necessary at all
  9. 9. So glamorous
  10. 10. THINKING DOINGFEELING The user’s context From Daniel Eizans
  11. 11. THINKING DOINGFEELING 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
  12. 12. 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!  
  13. 13. Motels vs. hotels: swimming pool, parking nearby rooms, outside facing doors Clustering necessities: lodging, food, gas Roadside attractions with novel flair Showers, truck washes, auto repair And so on… Contextually relevant experiences
  14. 14. Context, baby
  15. 15. Design for context AND EVERYTHING ELSE WILL FOLLOW
  16. 16. Context
  17. 17. The mobile context?
  18. 18. “I love fiction. Unicorns, UFOs, faith healing, the Mobile Web, the Mobile Context, psychics.” - Stephen Hay
  19. 19. CONTEXT ISN’T TIED TO DEVICES
  20. 20. CONTEXT IS TIED TO PEOPLE
  21. 21. Responsive website or native app? iOS and Android? Windows? Features? Gestures? Wondering where to start?
  22. 22. THINKING DOINGFEELING Start with context
  23. 23. 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...
  24. 24. Why map the journey? BUILD ALIGNMENT, ADD VALUE, AND MAKE STUFF THAT MATTERS
  25. 25. The world’s first social streaming media player?
  26. 26. Wasted time and money
  27. 27. 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
  28. 28. Journey maps are strategic tools you can use to save time and money, add value, and make experiences that matter.
  29. 29. Understanding context clarifies user needs so that you can create products and digital experiences that deliver business results.
  30. 30. 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
  31. 31. Strategic insight WHAT PROBLEM ARE WE SOLVING?
  32. 32. 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 Codesign the way forward
  33. 33. Map the user’s context
  34. 34. 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
  35. 35. Formulate a problem statement, together
  36. 36. 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) @kevinhoffman
  37. 37. Share with group, listen for nuances
  38. 38. Look for patterns
  39. 39. After working with customers to define problem and map context, we discovered that the planned app was the wrong solution all together.
  40. 40. Bonus, beyond the journey
  41. 41. Required functionality WHAT FUNCTIONALITY AND FEATURES SHOULD WE OFFER?
  42. 42. Journey evidence is everywhere
  43. 43. Mine the data, all the data
  44. 44. Made for in-store experiences
  45. 45. Search For photos on your phone while you’re waiting 49 Select Choose the photos you want to print Print & pick-up Your photos are ready for pick-up after your waiting is through
  46. 46. vs.
  47. 47. Estimate yourfare here!
  48. 48. I mean ...
  49. 49. Map the journey
  50. 50. User steps ( their journey)
  51. 51. Features, functionality, content
  52. 52. Emotional triggers, people involved in decisions
  53. 53. Critical steps, what’s going well, what needs improvement
  54. 54. 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
  55. 55. 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  
  56. 56. 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  
  57. 57. Design decisions HOW SHOULD IT LOOK, SOUND, AND FEEL?
  58. 58. THINKING DOINGFEELING 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
  59. 59. Authentic, helpful, and human
  60. 60. “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
  61. 61. Super secure, or super annoying?
  62. 62. Customer: “Why can’t I take a screenshot while using the Wells Fargo app on my Android phone?” Wells Fargo: “For the safety of our customers we have disabled this feature in the Android OS… Given that there could be some sensitive info on the screenshot, we blocked this capability on Android.”
  63. 63. Don’t assume, regularly test assumptions and ask users for feedback Stress test design decisions, see where an experience might break down Be careful
  64. 64. Start mapping AND MAKE THINGS THAT MATTER
  65. 65. 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.
  66. 66. 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
  67. 67. mappingexperiences.com dschool.stanford.edu Further reading
  68. 68. @rebekahcancino bit.ly/designtogether sitewire.com togetherly.co Happy mapping!

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