Intro to User Journey Maps for Building Better Websites - WordCamp Minneapolis 2017 - anthonydpaul
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The document discusses the importance of user journey maps in designing better websites, emphasizing the need to understand the audience's motivations, anxieties, and decision-making processes. It outlines methods for gathering audience information, such as interviews and usability tests, while also highlighting the challenges and benefits of each approach. The speaker encourages designers to adopt a flexible, question-driven documentation style that leads to shared understanding and better user experiences.
![Convert decisions into task flows
Is there availability? How do I sign up?
• Access seasonal calendar
• Filter by topic or grade level (e.g.)
• [See available]
• Use sign-up button](https://image.slidesharecdn.com/wordcampminneapolis2017-journeymapping-anthonydpaul-170805165304/85/Intro-to-User-Journey-Maps-for-Building-Better-Websites-WordCamp-Minneapolis-2017-anthonydpaul-60-320.jpg)
Intro to User Journey Maps for Building Better Websites - WordCamp Minneapolis 2017 - anthonydpaul
- 1. Intro to User Journey Maps for Building Better Websites WordCamp Minneapolis 2017 • #wcmsp • @anthonydpaul
- 2. Which design is better? Which is higher quality? Which cost more?
- 3. Both are inappropriate in context (props to Jeff Patton for the cake metaphor)
- 4. Websites work the same. Who is it for? Where are they using it? How does it fit into their life?
- 5. All of this affects the type of cake website we make.
- 6. website
- 9. journey website People are complex Thoughts and decisions Tasks to perform Discovery and advancement Motivations and anxieties
- 10. Where do I start?
- 11. Anthony D Paul Futurist, Researcher, and Usability Flag-Waver @anthonydpaul
- 12. Don’t assume you need this
- 13. Do as little as possible. Identify blind spots. Say what you might know. Use other smart people.
- 14. Documentation is disposable. Document to ask and answer questions—to gain shared understanding.
- 15. 1. Who Audience groups 2. Why Motivations, anxieties, influencers 3. What / How Decisions, tasks 4. When / Where Devices, scenarios, entrances, exits Use any fidelity to ask questions and provide answers
- 16. Sources for Audience Information
- 17. Interviews with clients and subject matter experts (SMEs) Pros: Usually easy to access Cons: Can introduce stereotypes Can pit internal politics (ranking opinions)
- 18. Interviews with customers (users) Pros: Best source of qualitative stories Cons: Needs a diverse sampling Can be a headache to get access and organize
- 27. Usability tests with customers (users) Pros: Best source of qualitative stories Shortcut to recommendations Cons: Needs a diverse sampling Can be a headache to get access and organize http://wordpress.tv/2016/08/14/anthony-d-paul-organizing-your-first-website-usability-test-2/
- 28. Usability test today’s site
- 29. raw findings
- 31. quantified
- 32. Survey data Pros: Great quantitative content Cons: Needs a diverse sampling Needs to be analyzed
- 33. Market reports Pros: Often does the work for you Cons: Level of specificity is hit and miss May or may not map to your segments Google > filetype:pdf
- 35. Web analytics Pros: Easy to access (if it exists) Cons: Ambiguous, lacks context Need to be analyzed
- 36. Google Analytics > Audience > User Explorer
- 37. Google Analytics > User Explorer
- 38. For best results, a blend of info sources
- 40. 1. Who Audience groups 2. Why Motivations, anxieties, influencers 3. What / How Decisions, tasks 4. When / Where Devices, scenarios, entrances, exits Define and prioritize
- 41. Audience types
- 42. 1. Who Audience groups 2. Why Motivations, anxieties, influencers 3. What / How Decisions, tasks 4. When / Where Devices, scenarios, entrances, exits
- 43. Audience types (with motivations, anxieties, influencers)
- 45. 1. Who Audience groups 2. Why Motivations, anxieties, influencers 3. What / How Decisions, tasks 4. When / Where Devices, scenarios, entrances, exits Determine order, optional, and required
- 46. User scenario
- 47. Decision phases
- 48. Decision flow with UI conversations
- 49. Google Analytics > User Explorer
- 50. Session flow map
- 51. storyboard
- 52. 1. Who Audience groups 2. Why Motivations, anxieties, influencers 3. What / How Decisions, tasks 4. When / Where Devices, scenarios, entrances, exits
- 53. High-level ecosystem flow (email, 3rd-party systems)
- 54. Detailed ecosystem flow (login validation)
- 55. Example Project
- 57. Define and prioritize groups • Parents • School groups and educators • New camp counselors • Sponsors/Donors/Partners • Extra credit = Content administrators
- 58. Take one group and document “why” New Camp Parents • Want child to learn during summer (motivation) • Heard about camp from a friend (entrance) • Find site via Google (entrance) • May have a budget (anxiety)
- 59. Document decisions New Camp Parents • How is this camp different? • Are we eligible? Can we afford it? • Is there availability? How do I sign up? • Are there mobile driving directions?
- 60. Convert decisions into task flows Is there availability? How do I sign up? • Access seasonal calendar • Filter by topic or grade level (e.g.) • [See available] • Use sign-up button
- 61. Single user and scenario journey map
- 62. Homework Assignment See Eric Meyer’s WC Northeast Ohio 2016 Keynote http://wordpress.tv/2016/06/24/eric-a-meyer-design-for-real-life/
- 63. Our instinct is to imagine someone like ourselves. So many of our users are nothing like us in any way.” “
- 64. Journeys help us understand real-world “stress cases.” Journeys define who we care about.
- 65. Think of journeys for users who • Have accessibility issues • Are sad • Are in a life crisis • Are hurried
- 66. journey website
- 68. SlideShare http://www.slideshare.net/anthonydpaul WordPress.tv http://wordpress.tv/speakers/anthony-d-paul/ (my talks and blog) http://adp.rocks or http:// .ws or http:// .ws Thank you @anthonydpaul