journey mapping 101 - ethology - ixda phoenix
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Journey Mapping 101 Tony QuirozLocal Leader, IxDA Phoenix UX Design Strategist, Ethology
Sean RiceSenior UX Design Strategist, Ethology
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Journey Mapping 101 ● What is a Journey Map?
● Spotlight on: Moments of Truth
● When to use (and when not to)
● How to build a Journey Map
● Activity
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
What is a Journey Map?
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
What is a Journey Map? ● A Journey Map makes the customer experience
visible and tangible.
● Injects thoughts, feelings, actions, pain points.
● Helps pinpoint “Moments of Truth” so we can give those special attention.
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
What is a Journey Map? ● They also make a great
selling prop!
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Client Name Removed
Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
At the highest level, it’s this:
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
● Think● Feel● Do● Pain Points● Tools & touch points● Opportunities
Then we flesh thingsout from there.
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
The Anatomy of a Journey Map
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Client Name Removed
Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Steps & Doing
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Think & Feel
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Moments of Truth*
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Touchpoints (Tools, Tech, Channels, etc.)
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Opportunities
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Other Stuff
● Guiding Principles
● Smiley Faces
● More...
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Guiding Principles
Steps
Doing
Thinking
Feeling
Moments of Truth
Touchpoints
Opportunities
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Client Name Removed
Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
There is no single, standard format. Journey Map designs are different because each customer journey is different.
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Spotlight on: Moments of Truth
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Moments of Truth
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
So the journey may look something like this:
What am I going to do this weekend?
Commercial for a new movie. Sounds cool!
When is it playing at my local
theater?
MOMENT OF TRUTH!
Icons made by Freepik. www.flaticon.com is licensed under http://creativecommons.org/licenses/by/3.0/
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Moments of Truth ● Pivotal moments in the journey.
● “Do I take the next step or abandon ship?”
➢ Information needs
➢ Interactions, Tasks
➢ Decisions
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Um...
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
That’s more like it.
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Bigtime Insights ● Moments of Truth
● Micro-moments
● Jobs to be Done
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
● Moments of Truth = Go / No Go
● Micro-moments = Critical interaction points
● Jobs to be Done = Engagement, not Selling
Bigtime Insights
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
When to Use a Journey Map
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Think about Journey Mapping when...
● Breaking into new markets (verticals)
● Understanding new customer segments (millennials)
● Assessing impact of technology changes (mobile)
● Refresh / redesigns / rebrands
● Looking to squeeze more revenue out of an already successful process
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Don’t use Journey Mapping for...
● Task flow analysis (Example: New user registration)
● Audience Analysis - It’s not a matrix!
● Incremental updates - Better served by user testing
● Projects with teeny-tiny budgets (talk to users & test)
● When you won’t get to talk to real users (gulp...)
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
How to build a Journey Map
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
This big board here.
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Materials
● Multi-colored Post it notes
● Notecards
● Sharpies
● Masking tape
● Wall space or whiteboard
● Camera
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Roles
● Facilitator / Interviewer - Guides the discussion
● Board constructor w/good handwriting
● Client / Customer SMEs
● Stakeholders
● Other interested parties on internal / external teams
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Groups of 8-10 or more are okay.
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Who to Invite
● Product Managers / Product Owners
● Marketing / Sales
● Stakeholders
● Customer advisors / advocates, Tech Support
● Any other SMEs
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Sample Work Flow
● Welcome
● Journey Mapping 101
● User persona
● Mapping activity
● Review key findings (stars / dots)
● Wrap up
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
After You’re Done with the Activity
● Take lots of pictures
● Clarify handwriting issues on the spot
● Gather team member notes & summarize
● Share raw materials via InVision, etc.
● Produce digital version
● Validate with input from customers
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
About Those Customers...
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Journey Mapping 101
Questions?37
Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Journey Mapping Activity: Choosing a Smartphone
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Journey Mapping 101
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Tony Quiroz, IxDA Local Leader & UX Design Strategist, Ethology | Sean Rice, Sr. UX Design Strategist, Ethology
Journey Mapping 101 Tony QuirozLocal Leader, IxDA Phoenix UX Design Strategist, Ethology
Sean RiceSenior UX Design Strategist, Ethology
Thanks
Everyone!@IxDAPhoenix
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