Digital Summit Charlotte: Journey Mapping for Damn Good Digital Design
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The document discusses the importance of journey mapping in digital design, emphasizing the need to understand user context and motivations to create meaningful experiences. It highlights how journey maps can align teams, prioritize functionality, and innovate solutions, ultimately saving time and costs. By focusing on the user's perspective, designers can enhance product design and meet business objectives effectively.
Digital Summit Charlotte: Journey Mapping for Damn Good Digital Design
- 1. FOR DAMN GOOD DIGITAL DESIGN Journey Mapping CHARLOTTE DIGITAL SUMMIT 2015 - @REBEKAHCANCINO
- 5. Roadside design decisions UNDERSTANDING THE TRAVELER’S NEEDS
- 7. So glamorous
- 9. Not necessary at all
- 10. Context, baby
- 11. THINKING DOINGFEELING The user’s context From Daniel Eizans
- 12. THINKING DOINGFEELING 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 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: affordable, 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 AND EVERYTHING ELSE WILL FOLLOW
- 16. Context
- 18. “I love fiction. Unicorns, UFOs, faith healing, the Mobile Web, the Mobile Context, psychics.” - Stephen Hay
- 19. CONTEXT ISN’T TIED TO DEVICES
- 20. CONTEXT IS TIED TO PEOPLE
- 21. Responsive website or native app? iOS and Android? Windows? Features? Gestures? Wondering where to start?
- 23. What actions are users 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 the journey? BUILD ALIGNMENT, ADD VALUE, AND MAKE STUFF THAT MATTERS
- 25. The world’s first social streaming media player?
- 26. Wasted time and money
- 27. 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 functionality Discover opportunities for innovation and delight The value of journey mapping
- 28. Journey maps are strategic tools you can use to save time and money, add value, and make experiences that matter.
- 29. Understanding context clarifies user needs so that you can create products that deliver business results.
- 30. Strategic direction: Why are 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 PROBLEM ARE WE SOLVING?
- 32. 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 Codesign the way forward
- 34. Formulate a problem statement
- 35. Map the user’s context
- 36. Share with group, listen for nuances
- 38. After working with customers to define problem and map context, we discovered that the planned app was the wrong solution all together.
- 40. Bonus, beyond the journey
- 42. Required functionality WHAT FUNCTIONALITY AND FEATURES SHOULD WE OFFER?
- 44. Journey evidence is everywhere
- 45. Mine the data, all the data
- 46. Made for in-store experiences
- 47. Search For photos on your phone 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
- 48. vs.
- 51. Estimate your fare here!
- 52. I mean . . .
- 53. Map the journey
- 54. User steps (their journey)
- 56. Critical steps, what’s going well, what needs improvement
- 57. Design decisions HOW SHOULD IT LOOK, SOUND, AND FEEL?
- 60. THINKING DOINGFEELING The user’s context I need 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
- 62. Authentic, helpful, and human
- 65. “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
- 67. Super secure
- 68. Customer: “Why can’t I take a screenshot while using the Wells Fargo app on my Android phone?” Wells Fargo: “For the safety of our customers we have disabled this feature in the Android OS… Given that there could be some sensitive info on the screenshot, we blocked this capability on Android.”
- 69. Get buy-in HOW TO GET PEOPLE ON BOARD
- 70. Journey maps help us: get strategic insight, prioritize features and functionality, and 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.
- 71. 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