Journey Mapping for Damn Good Digital Design - Digital Summit Dallas 2015
-
Upload
rebekah-cancino -
Category
Design
-
view
1.518 -
download
1
Transcript of Journey Mapping for Damn Good Digital Design - Digital Summit Dallas 2015
`
FOR DAMN GOOD DIGITAL DESIGN
Journey Mapping DIGITAL SUMMIT DALLAS 2015 - @REBEKAHCANCINO
Roadtrippin’ with Dad
Quite the journey
Get your kicks...
Al l the necessities
Not necessary at al l
So glamorous
C ontext, baby
THINKING
DOING FEELING
The user’s context
From Daniel Eizans
THINKING
DOING FEELING
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
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!
Design for context AND EVERYTHING ELSE WILL FOLLOW
C ontext
The mobile context?
“I love fiction. Unicorns, UFOs, faith healing, the Mobile Web, the Mobile Context, psychics.”
- Stephen Hay
CONTEXT ISN’T TIED TO DEVICES
CONTEXT IS TIED TO PEOPLE
Responsive website or native app? iOS and Android? Windows? Features? Gestures?
Wondering where to start?
THINKING
DOING FEELING
Start with context
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...
Map the journey
User steps ( and needs)
thoughts, feelings, people involved in decisions
Features, functionality, content
Critical steps, what’s going wel l, what needs improvement
Green: user is having the experience he/she expects or needs
Yellow: thing are going okay, but the experience could be improved
Red: user is NOT having the experience he/she expects or needs
Doing
People, Thoughts, Feelings
Need to buy a
grad gift for niece
Show this to my sister, this is fun part
about planning a surprise
She likes sweet treats,
I hope there is something
grad themed
Visits Shari’s Berries to place an order
I better call customer service, because I’m not finding the info I
need
I’m waiting on hold for way too long.
Waits for order to arrive at niece’s dorm
She’s been so busy, I hope she will be
home for the delivery
How are the berries going to stay fresh if
it’s too warm out?
Why map the journey? BUILD ALIGNMENT, ADD VALUE,
AND MAKE STUFF THAT MATTERS
The world’s f irst social streaming media player?
Wasted time and money
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
@rebekahcancino
Journey maps are strategic tools you can use to save time and money, add value, and make experiences that matter.
@rebekahcancino
Understanding context clarifies user needs so that you can create products and digital experiences that deliver business results.
@rebekahcancino
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
Strategic insight WHAT PROBLEM ARE WE SOLVING?
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
C odesign the way forward
@rebekahcancino
Map the user’s context
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
Formulate a problem statement, together
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)
@kevinmhoffman
Share with group, listen for nuances
Look for patterns
After working with customers to define problem and map context, we discovered that the planned app was the wrong solution all together.
Required functionality WHAT FUNCTIONALITY AND FEATURES
SHOULD WE OFFER?
Journey evidence is everywhere
Mine the data, al l the data
Made for in-store experiences
vs.
Estimate your fare here!
I mean ...
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
@rebekahcancino
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
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
Design decisions HOW SHOULD IT LOOK, SOUND, AND FEEL?
THINKING
DOING FEELING
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
Authentic, helpful, and human
“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
Don’t assume, regularly test assumptions and ask users for feedback Stress test design decisions, see where an experience might break down
Be careful
@rebekahcancino
Start mapping AND MAKE THINGS THAT MATTER
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. @rebekahcancino
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
@rebekahcancino
mappingexperiences.com dschool.stanford.edu
Further reading
@rebekahcancino togetherly.co
Happy mapping!