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@kimgoodwin #FBTB15
it’s the journey, not the destination:journey maps for UX & service design
Photo: Kim Goodwin
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Internet-eating mutant squirrels
Photo: Kim Goodwin
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AT&T
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Photo: Kim Goodwin
Seriously?
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Why?
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Photo: iStockPhoto
Organizational “silos”
Photo: iStockPhoto
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Photo: iStockPhoto
Features & user stories are too narrow
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Photo: iStockPhoto
UX journey map
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Goo
gle
imag
e se
arch
Journey maps?
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1. Find problems (as a team!)
2. See how to fix them
3. Identify new opportunities
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Photo: iStockPhoto
parts of the experience you don’t own
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How does the user* describe the process?
*persona or real person, not a role
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Photo: iStockPhoto
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2. BOOK A HOTEL
3.BOOK LOCAL
TRANSPORT
4. PREP:
VISAS?
VACCINES?
1.BOOK A
FLIGHT
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5.PACK
6.GET TO
AIRPORT
7.CHECK IN
8. GET
THROUGH SECURITY
9.BOARD
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10.FLY
11.GET
LUGGAGE
12.GET
TO HOTEL
(REPEAT 5-12)
13.DO MY
EXPENSE REPORT
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How does she do these things now? (tasks & tools)
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2. BOOK A HOTEL
3.BOOK LOCAL
TRANSPORT
4. PREP:
VISAS?
VACCINES?
1.BOOK A
FLIGHT
TASKS & TOOLS NOW
1. _____2. _______3. _______ ______
WANTS TO ACCOMPLISH, KNOW, FEEL?
1. _____2. _______3. _______ ______4. ______
1. _____2. _______3. _______
1. _____2. _______3. _______ ______4. ______
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1.BOOK A
FLIGHT
- HIPMUNK- SELECT FLIGHT- LOG IN @ AIRLINE SITE- FIND FLIGHT- LOOK AT SEAT OPTIONS- CHECK SEATGURU- BOOK @ AIRLINE SITE- ENTER IN CALENDAR- EMAIL ITINERARY
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Why?
What does she want to: Accomplish Know Feel
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1.BOOK A
FLIGHT
ACCOMPLISH: GET MOST COMFORTABLE FLIGHT/SEAT AT REASONABLE PRICE.
KNOW:- WHICH FLIGHTS ARRIVE AT RIGHT TIME, ARE
SHORTEST, AND HAVE OK LAYOVERS?- WHICH SEATS HAVE LEG ROOM, WINDOW,
STORAGE, AND QUIET?
FEEL: CONFIDENT
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How does she feel now? Why?
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1.BOOK A
FLIGHT
SMARTFOR AVOIDING HASSLE AND DISCOMFORT
ANNOYED THAT IT TAKES SO LONG AND SO MANY TOOLS TO DO
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What would be a better experience?
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1.BOOK A
FLIGHTSHOW FLIGHTS VISUALLY
SHOW MORE DETAIL ABOUT SEATS
SEND ITINERARY CALENDAR INVITATIONS TO PASSENGERS & THIRD PARTIES
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Photo: iStockPhoto
service designers add:
hidden parts of the system
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What about our business would need to change? internal tools, pricing, process, skills, values…?
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1.BOOK A
FLIGHT
IF WE SHOWED SEAT PROS/CONS, WOULD WE NEED TO PRICE SEATS DIFFERENTLY?
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Photo: Kim Goodwin
- Single help line - Procedures - Software - Org chart? - Training / culture
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design the journey, not the feature
Photo: Kim Goodwin