Future State Journey Mapping: Strategic Human-Centered Design

Gina Bhawalkar, Asst. Vice President UX & Accessibility Scottrade

Next Gen CX 2015

My Background

• AVP of User Experience & Accessibility at

Scottrade Financial Services, Inc., a

privately-held company that includes

Scottrade Inc, Scottrade Bank, and

Scottrade Investment Management.

• Ten years experience as both a UX

practitioner and managing UX teams.

• Started our journey mapping practice at

Scottrade in 2013, and today about 80% of

the mapping we do is future state mapping,

primarily to drive product and sales strategy.

What We’ll Cover

• What is future state journey mapping, and

why do it?

• How to create a future state journey map

• Exercise: Maximizing the value of your maps

• Tips and key takeaways

What is Future State Journey Mapping?

Current State Journey Maps

https://www.pinterest.com/uxjam/journeys/

Current State Journey Maps

http://www.breakthroughsinc.com/what-we-do-team-building.php

Future State Journey Mapping

A strategic design and alignment tool

for extracting and visualizing business

and customer experience strategy by

focusing on what we desire the

customer to do, think, and feel when

experiencing a product or service.

Why Future State Mapping?

• Keeps the focus on the customer

• Drive strategy

• Extract and articulate a vision

• Align teams

• Surface anticipated pain points you’ll need

to mitigate

• Control power dynamics

Differences from Current State Maps

• Not solely grounded in research.

• Business strategy is often the primary driver,

though these maps can also inform that

strategy.

• Focus is on laying out the vision for a new

product, service or experience.

• Includes what we desire customers to do,

think, and feel.

Goal: Articulate business strategy from the client’s perspective, using the map as a tool to align and organize 13 work streams.

Goal: Adhere to our guiding principles to design a leading edge client experience, kick start requirements and educate candidate vendors.

Goal: Gain alignment on how a new type of conversation will feel for the client and then train client-facing teams.

How to Create a Future State Journey Map

Step 1: Define objectives, scope, and

intended use.

Step 2: Form mapping stakeholder group

Step 3: Pre-work (gather relevant research &

data)

Step 4: Conduct workshops to map the

journey

Step 5: Design map

Step 6: Review with additional parties

Seven Steps to Develop a Future State Journey Map

Building Blocks of Future State Maps

• Phases

• Guiding principles

• Target persona/audience

• Desired Customer Steps, Thinking, Feeling

• People the customer interacts with

• Channels, Touch points, Documents

• Business and Customer goals

• High Level Requirements

• Key questions customer may have

Maximizing the Value of Your Maps

Exercise

Exercise

• I’ll assign each table a department at the hotel company.

• Your task: – You are the head of this department.

– Executive leadership has bought in and socialized this as experience you need to deliver.

– Brainstorm how you can use the future state experience map to aid in planning and/or executing your department’s work.

• Be prepared to share one idea.

Maximizing the Value of Future State Journey Maps

Role Value Future State Maps Provide

Business owners Align teams around a common visionRamp up vendors

Project Managers Spin up and manage work streams

CX professionals Design research and measurement plansPromote a culture of client centricity

Procurement Leverage in RFP process

Business analysts Starting point to develop business requirements

UX Designers Starting point for more detailed experience design

Training Leverage in training materials to educate impacted departments, and front line employees, on the new experience prior to rollout.

Tips and Key Takeaways

Tips to Ensure Success

• Be aggressive in promoting this

process.

• Don’t over-engineer your maps - know

the level of detail needed going in.

• Train your team in good facilitation

skills.

• Find advocates and owners of your

maps.

Key Takeaways

• Leverage Future State Journey Maps

as a tool for extracting and visualizing

strategy and to facilitate alignment

across departments.

• Apply the seven step process to

develop your maps.

• Don’t let your maps sit on a shelf –

really put them to work. Use the ideas

from our exercise as a starting point.

Additional Resources

• “Start Innovating With Future-State

Journey Mapping”, by Forrester

Research analyst Tony Costa, February

2015

• Adaptive Path’s Guide to Experience

Mapping

(http://www.adaptivepath.com/ideas

/our-guide-to-experience-mapping/)

• Journey Map Examples:

https://www.pinterest.com/uxjam/jour

neys/

Thank you!

Questions?

Gina Bhawalkargbhawalkar@scottrade.com