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Journey Mapping for Damn Good Digital Design - PHX Digital Summit 2015
The document discusses the importance of journey mapping in digital design, particularly how understanding user context can drive better design decisions and enhance user experiences. It emphasizes the need to prioritize user needs, identify key functionalities, and align stakeholders to create meaningful products. Ultimately, journey mapping serves as a strategic tool to save time and resources while delivering effective solutions that resonate with users.
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Journey Mapping for Damn Good Digital Design - PHX Digital Summit 2015
- 1. FOR DAMN GOODDIGITAL DESIGN Journey Mapping PHOENIX DIGITAL SUMMIT 2015 - @REBEKAHCANCINO
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- 5. Roadside design decisions UNDERSTANDINGTHE TRAVELER’S NEEDS
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- 11. THINKING DOINGFEELING The user’s context FromDaniel Eizans
- 12. THINKING DOINGFEELING The user’s context Ineed 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 Parents: tired, hungry Kids: restless, hungry
- 13. 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!
- 14. Motels vs. hotels:swimming pool, parking nearby rooms, outside facing doors Clustering necessities: lodging, food, gas Roadside attractions with novel flair Showers, truck washes, auto repair And so on… Contextually relevant experiences
- 15. Design for context ANDEVERYTHING ELSE WILL FOLLOW
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- 18. “I love fiction.Unicorns, UFOs, faith healing, the Mobile Web, the Mobile Context, psychics.” - Stephen Hay
- 19. CONTEXT ISN’T TIEDTO DEVICES
- 20. CONTEXT IS TIEDTO PEOPLE
- 21. Responsive website ornative app? iOS and Android? Windows? Features? Gestures? Wondering where to start?
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- 23. What actions areusers taking to meet their needs? What’s the real goal or hidden motivation? What do they expect? What are their potential high points and low points? What devices do they use? For what? When? Then keep going...
- 24. Why map thejourney? BUILD ALIGNMENT, ADD VALUE, AND MAKE STUFF THAT MATTERS
- 25. The world’s first socialstreaming media player?
- 26. Wasted time andmoney
- 27. Create alignment anda shared understanding of the users journey, behaviors, and needs Remove politics and pet projects from product design Prioritize needs and identify key functionality Discover opportunities for innovation and delight The value of journey mapping
- 28. Journey maps arestrategic tools you can use to save time and money, add value, and make experiences that matter.
- 29. Understanding context clarifiesuser needs so that you can create products that deliver business results.
- 30. Strategic direction: Whyare we making this, what problem are we solving? Required functionality: What features and functionality should we offer? Design decisions: How the product should look, sound, and feel? Three kinds of insight
- 31. Strategic insight WHAT PROBLEMARE WE SOLVING?
- 32. Invite two groupsof 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 Codesign the way forward
- 34. Formulate a problemstatement
- 35. Map the user’scontext
- 36. Share with group,listen for nuances
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- 38. After working withcustomers to define problem and map context, we discovered that the planned app was the wrong solution all together.
- 40. Bonus, beyond thejourney
- 42. Required functionality WHAT FUNCTIONALITYAND FEATURES SHOULD WE OFFER?
- 44. Journey evidence iseverywhere
- 45. Mine the data,all the data
- 46. Made for in-storeexperiences
- 47. Search For photos on yourphone while you’re waiting 47 Select Choose the photos you want to print Print & pick-up Your photos are ready for pick-up after your waiting is through
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- 49. User steps (their journey)
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- 51. Critical steps, what’sgoing well, what needs improvement
- 52. Design decisions HOW SHOULDIT LOOK, SOUND, AND FEEL?
- 54. THINKING DOINGFEELING The user’s context Ineed a way to relax, increase my focus, and be more intentional On their phone trying to focus their attention, perhaps in the mist of a busy space Stressed, overwhelmed, scattered
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- 59. It’s been agreat year?
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- 63. Super secure, it’sin the details
- 64. Get strategic insight.Prioritize features and functionality. Make good design decisions. Whether you’re deciding on language, visual design, features, gestures or anything else in between— understanding context and mapping the journey helps you make it better.
- 65. Save time andmoney 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
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