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Experience Mapping Workshop A Technique to Understanding the Journey

John Labriola @john_labriola

AgendaSection 1 (9:30am - 11:00am)

• Definition

• Prepping

• Gathering data

Break (11:00am - 11:45am)

Section 2 (11:45 - 1:00pm)

• Mapping

Lunch Break (1:00pm - 3:00pm)

Section 3 (3:00pm - 3:50pm)

• Visualizing

Break (3:50pm - 4:40pm)

Section 4 (4:40pm - 5:30pm)

• Using

• Q&A

Definition !

“Users are not always logical, at least not on the surface. To be a great designer you need to look a little deeper into how people think and act.” !

- Paul Boag

A method for understanding the interactions of a set of connected experiences between a user and organization that happen across channels over time and space

A technique for storytelling. !

Telling a rich in-depth story of someone’s experience.

But it’s not just a deliverable, it’s also about the team’s experience in its creation.

They come in many variations: !

• How things are • A vision of how they could be • Broadly focused • Narrowly focused

Prepping !

"Ask the right questions if you're going to find the right answers.” !

- Vanessa Redgrave

Answers these questions: !

• Why are you going to do this? • What is the is the desired outcome? • How will it be used? • By whom? • When do you need it?

Recruit a diverse team of people: !

• Active and committed to the project • Mix of designers, engineers, product,

marketing, support, etc… • Block out their calendars • Teams should be 4-6 people • Teams should be balanced mix of

different roles • Keep it to 3 teams max

Get the appropriate space: !

• Large empty wall • Visible location • People can easily move around • A table • Dedicated

Get the right materials: !

• Butcher or kraft paper or a large whiteboard

• Lots of sticky notes • At least 5 different colors • 1 set of the larger ones

• Sharpies! Fine and thick tipped • Painters tape

A note on doing this remotely: !

• Try a hybrid model • A room with a projector • Collaboration: Hangouts, GoTo,

Skype, etc… • Virtual wall: Murally

Running the session: !

• Bring copies of research • The materials • A prep presentation to guide the

activity • Take pictures to document the day to

share with others and digitize your work • Don’t forget to schedule breaks • Make sure there are snacks and drinks

Gathering Data !

“People’s behavior makes sense if you think about it in terms of their goals, needs, and motives.”

!

- Thomas Mann

You want a mix of data sources: !

• Qualitative and quantitative • Behavioral and attitudinal • You want to look for:

• Touchpoints • Channels • Context • Behaviors • Attitudes • Motivators

Touchpoints !

• The intersection or interaction between a person and an organization

• Triggered by a need or desire • Every touchpoint is an opportunity to

engage with your customer • Examples: Buying headphones,

reviewing products, contact support

Buying headphones

Channels !

• The medium in which the interaction between a person and an organization takes place

• How they move between them • Use them side by side • Examples: Kiosk, in store, website,

app

Kiosk

Context !

• When, where, with whom the engagement takes place

• Example: At the airport, with a kiosk, right before boarding a flight, colleagues are waiting at the gate.

At the airport

Alone

Waiting for flight

Behaviors !

• What are they doing? • Example: She is evaluating her

options based on price, brand, and if it has noise cancellation. She wants to pay with her amex credit card.

Evaluating based on…

Purchasing with…

Motivators !

• Why are they doing this? • Think goals, needs, desires,

addressing pain points, etc… • Example: Because she lost her old

headphones and needs new ones. She wants headphones so she can sleep better, because planes are noisy.

Wants headphones for…

Attitudes !

• How they feel • What are they thinking • Watch for what they say they do vs.

what they actually do • Example: Confused because there

are a few brands she hasn’t heard of. And rushed because she has a plane to catch.

Is confused about…

There are a few ways to synthesize the data: !

• Touchpoint inventories • Empathy mapping • Affinity diagraming • Concept mapping • And more…

Activity - Touchpoint Inventory• Hotel experience

• Go through the research provided, but feel free to add your own info

• Look for touchpoints, channels, context, behaviors, motivators, attitudes

• Put touchpoints on one color, channels on another, and so on

• Group them around a touchpoint

Break11:00am - 11:45am

Building the Map !

“While each discipline on the product team has its role to play, it is the true teamwork and collaboration of a cohesive product team that makes great user experiences possible.”

!

- Pabini Gabriel-Petit

The core building blocks: !

• Lenses • Journey

• Stages • Behavior • Insights

• Takeaways

Lenses

Journey

Takeaways

Stages

Behaviors

Insights

Lenses: !

• The filters in which to view or evaluate the journey

• Good sources are personas, design principles, KPIs, experience attributes, and value propositions.

• Ex: George Persona

Lenses

Journey - Stages !

• Breaking down the journey into sections

• Ex: App Store: Search, Review, Purchase, Use

Journey

Stages

Journey - Behavior !

• What are they doing? • Based on a touchpoints • Includes channels and context • Don’t try to show everything • Go back to why you’re doing

this • Ex: Buying headphones, kiosk,

airport, alone…

Journey Behaviors

Journey - Insights: !

• Include a mix of qualitative and quantitative data points

• Keep consistent with the model you choose to help tell the story

• Quote that reinforces the theme • Ex: 50% of surveyed people

purchase based on price

Journey

Insights

Takeaways: !

• These are the key points that you want people to walk away with

• It could include recommendations, new opportunities, insights, new principles

• Should not be overly detailed • Ex: Accept more payment

options Takeaways

Remember why you are doing this and choose the data and components fit with that model.

Think about your audience and their needs: !

• What will draw them in and make them care?

• What details can you include to help them understand the story?

• What kinds of insights would they find valuable for their job?

And remember that this is a technique for storytelling. !

So again choose the data and components that help tell a rich in-depth story of the experience.

Activity - Lenses, Journey, Insights• Write out what lenses you want to use to view the journey

• Think about what part of the journey you want to focus on

• Write out the stages you want to show

• Organize your touchpoints by stage

• Fill in other parts of the journey that are missing to tell the story

• Read aloud the story end to end a few times before committing to it

• Hold off on the takeaways section

Lunch Break1:00pm - 3:00pm

Visualize !

“…rather than create distancing caricatures, tell stories… Look for ways to represent what you’ve learned in a way that maintains the messiness of actual human beings.” !

- Steve Portigal

And remember again, that this is a technique for storytelling. !

So create a visualization that helps tell a rich in-depth story of the experience.

You want a core message you really want to get across. !

So go back to why you are doing this and create a visualization of the data in a way that fits with that model.

Put your visual designer hat on: • Typography • Color • Gestalt principles • Whitespace • Iconography • and anything Tufte would say

Then think about how you can visually show the other data points

Layout: Timeline View

Layout: Cyclical or wheel view

Paths: • Straight thru • Meander • Cycle

Showing highlights and lowlights

Feel free to move the blocks around and play with the structure.

Lenses

Takeaways

Stages

Behaviors

Insights

Insights

Activity - Visualize

• Pick the message that you really want to get across

• Sketch out a few ideas and narrow it down to one

• Then think about how you can visually show the other data points

Break3:50pm - 4:40pm

Using the Map !

“Designers need to be more than ambassadors, they need to be fully functioning and fully aware members of strategic decision-making teams in a company.”

– Nathan Shedroff

Do you need to digitize? Yes if: !

• it’s for a client • if people are distributed • if it’s going to be used in meetings for

decision making

What tools? !

• Anything you’re comfortable with • And meets the needs of the fidelity • I’ve used:

• InDesign • Keynote • Illustrator • Balsamiq Mockups • Murally (for remote sessions)

Drive consensus on reality and build empathy for your users

Identifying opportunities

Orchestrate the touchpoints… and busting any silos

Drive consensus a vision

Lead into a deep dive into a particular part of the journey

Input into further analysis or brainstorming activities

Get focused on what matters and prioritizing the team and the roadmap

Activity - Opportunities Ideation

• Write out opportunities, one per sticky note

• Tag them to a stage

• Look for any that might be global and state as such

• Place these at the bottom of you map, in the takeaways section

Conclusion !

“As the designer moves from data, to information, to knowledge and then to wisdom, the problem being solved changes from a single dimensional issue of aesthetics or organization to one of selective contextualization, and then to one of experience.” !

– Jon Kolko

Thanks! !

Got questions?

Murally Discount Code: ISA14 !

20% for 6 months !

mural.ly

More Reading!• Mapping: http://mappingexperiences.com by Adaptive Path (also see Chris

Risdon’s writings on their Ideas Blog)

• Mapping: How to Create a Customer Journey Map by Megan Grocki

• Sensemaking: Exposing the Magic of Design by Jon Kolko

• Visualizing: Communicating Design by Dan Brown

• Visualizing: Envisioning Information by Edward Tufte

• Running workshops: Gamestorming by Dave Gray, Sunni Brown, James Macanufo

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B U E N O S A I R E S

Experience Mapping WorkshopJohn Labriola / @john_labriola