Interactive Journey Maps: Take your design & strategy to the next level
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Interactive journey maps enhance design and strategy by improving usability, creating a unified vision, and identifying key opportunities for teams. They serve as storytelling tools and resources for collaboration, but cannot replace thorough design research or effective team integration. Consider the audience, use cases, UX, and content before implementing, as they may not be suitable for all scenarios.
Interactive Journey Maps: Take your design & strategy to the next level
- 1. Interactive Journey Maps: Take your design & strategy to the next level Jen Briselli VP, Experience Strategy & Service Design | @jbriselli
- 5. Maps do a lot of things.
- 6. Clay tablet map of Babylonian city Nippur, 1400 BC Maps help us know where we are.
- 7. Maps help us understand the place we want to go.
- 8. Maps help us plan a route to get there.
- 9. Maps help us navigate along the way.
- 10. Journey maps do too.
- 11. … and interactivity can help them do it better.
- 13. vs.
- 14. vs.
- 15. A few examples What we’ve learned Practical tips
- 16. Prologue: Financial services experience strategy
- 21. What did we learn?
- 22. Interactive journey maps can: • Improve the usability of an artifact with a lot of dense information • Make a unified experience vision available to distributed or remote teams • Identify key opportunities and make recommendations in the context of the experience vision Interactive journey maps cannot: • Eliminate the need for robust design research & strategy
- 23. Example: health experience ecosystem
- 32. What did we learn?
- 33. Interactive journey maps can: • Help articulate innovative experience strategies in a customized format that resonates with internal teams • Become a scalable, editable, living design artifact • Tie experience recommendations to supporting research artifacts and audiovisual media Interactive journey maps cannot: • Do any of the above if not shared and integrated with internal design team workflows
- 34. Example: vaccination experience map
- 39. What did we learn?
- 40. Interactive journey maps can: • Act as a powerful storytelling tool • Empower meaningful discussion & sharing of best practices • Provide a resource for improved strategy planning & alignment Interactive journey maps cannot: • Do the work of smart humans creating guiding smart dialogue and building personalized solutions
- 41. Insights & Tips
- 42. Think about the audience(s)
- 43. Think about the audience(s) Who is the map going to serve? Who is going to use it, and how? For example… Designers crafting products and services need detail Developers building systems need summary criteria to evaluate against Leadership socializing a vision need clear & actionable recommendations
- 44. Think about the use case(s)
- 45. Think about the use case(s) What purpose will an interactive map serve that a static one cannot? For example: Providing a more intuitive way to share a complex end-to-end experience journey à intuitive high level navigation Making research & strategy insights available to remote reams à deep dive functionality Visualizing relationships à tagging & similar functionality
- 46. Think about the UX
- 47. Think about the UX Build time into your project plan for: • Sketching / wireframing the structure of the interactive artifact • Collaborating with the developers or designers who will code it • Evaluating the usability of the map itself with target audiences Make an early case for development & testing efforts in project scope: The end result will be more robust & do a better job tying prior investments (e.g. research) to intended experience outcomes.
- 48. Think about the content
- 49. Think about the content Figure out the content of the map itself before you decide how interactivity will (or won’t) enhance it. Don’t build the airplane as you fly it. Don’t skip the experience research and strategy phases of work that need to happen to inform the map. Seek collaboration (a.k.a. investment) from stakeholders in shaping the experience vision and recommendations.. …then seek their collaboration to determine how interactivity can enhance it.
- 50. Think twice…
- 51. Think twice… Interactive journey maps may not be the right solution if… You’re a small co-located team with short term goals & narrow focus You’re mapping the current state, not an ideal future experience vision You need an internal artifact with a short shelf life to illustrate a small snippet of a larger experience You have no supplemental material or data to layer on top of a user flow
- 52. TL;DR: Apply what you know to what you know.