Mapping Experiences for Product Innovation
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The document outlines a process for mapping user experiences to drive product innovation, emphasizing the importance of creating personas based on user interviews and validating them with real users. It details steps for building customer journey maps, service design blueprints, and channel maps to enhance user interactions while addressing pain points and system inefficiencies. Additionally, it suggests methods for improving the user journey through design studios and rapid prototyping after mapping exercises.
Mapping Experiences for Product Innovation
- 1. Mapping User Experiences for Product Innovation
- 2. “The journey of a 1,000 miles starts with one step.”
- 10. Accept Requests
- 11. Rate the DriverRequest a Ride Enter Destination Check Driver Info Pay the Fare
- 12. Get RatedTrack EarningsSent DirectionsAccept RequestsGo Online
- 14. Build Personas 1 2 3 4 5 Determine Technology Decide on Your Map Build Your Map Revise the Journey
- 17. Name & Job Title __________________________________ __________________________________ __________________________________ __________________________________ Responsibilities and Tasks: • _______________________________ • _______________________________ • _______________________________ • _______________________________“quote” Experience Tech Savvy Salary Design Drivers: • _______________________________ • _______________________________ • _______________________________ • _______________________________ • _______________________________ Pain Points • _______________________________ • _______________________________ • _______________________________ • _______________________________ • _______________________________ Context/Environment: • _______________________________ • _______________________________ • _______________________________ • _______________________________ • _______________________________ Goals and Motivations • _______________________________ • _______________________________ • _______________________________ • _______________________________ • _______________________________
- 18. Jenny – Big City Professional Jenny lives in a big city and lives close to work. She does not own a car, but she will occasionally need rides across the city. Responsibilities and Tasks: • Walks or takes a subway to work • Errands are combined to maximize time • Lives, works, and plays near her home “I need a ride now.” Experience Tech Savvy Salary Design Drivers: • Uses mobile phone for many things • Shops and banks online • Uses PayPal for purchases • Enjoys using social media • Does not own a car Pain Points: • Does not like hailing cabs • Wants to get places quickly • Cannot figure out how to tip cabbies • Does not like fumbling with her purse • Wants to trust the driver Context/Environment: • Lives in a large city with lots of cabs • Tech savvy with apps and social media • Prefers privacy on crowded streets • Needs to get places quickly Goals and Motivations: • Wants a ride when she needs it • Needs to trust the driver and service • Wants to tip accurately and quickly • Needs easy to use product or service
- 19. Here is a pro tip!
- 20. Based on Research • Personas should be based on user interviews, not SME knowledge. • You can create an initial persona with an SME, just validate it with real users.
- 21. Validate Personas with Your Team • Validate personas with the product team, as soon as possible. • Use the personas to build scenarios and use cases. • Refer to personas when you build your journey map.
- 22. Use Job Descriptions Job descriptions are starting points for personas. They have this information: • Responsibilities and Duties • Education Requirements • Technology Used • Goals and Motivations • Pain Points
- 24. Site KioskMobile Credit CardsHelp Desk Determine the Technology Used People use different types of technology to perform various tasks. In your journey maps, you need to determine potential technology gaps and possible technology solutions, too.
- 25. Project Brief • Use a project brief to help you determine the technology used. • The Lead Developer should fill out the project brief before your journey map workshop.
- 26. Here is a pro tip!
- 27. Review the Brief • Review the project brief with your team to get an initial alignment. • Project briefs are called “Baby BRDs.” This data will get put into in your Business Requirements Documents.
- 28. Personas & Briefs • Personas contain some of technology descriptions from the project brief. • They do not depend upon each other. Do not wait to create them.
- 29. Decide on Your Map3
- 30. Customer Journey Map Channel Map Service Design BlueprintCustomer Lifecycle Map
- 31. Customer Journey Maps These maps illustrate a customer’s emotions as they interact with a product. They focus on the emotional satisfaction and triggers that drive customer loyalty and decision making.
- 35. Service Design Blueprints This map aligns internal, operational processes (back stage) with the customer’s journey (front stage) to highlight areas that might be disconnected or inconsistent for users.
- 39. Customer Lifecycle Map This high-level map follows a customer throughout the phases of their relationship with a company, which may be many years. It is useful for marketing and sales to target their efforts. Aware AdvocateEvaluate ExperienceBuyer
- 43. Channel Map This map focuses on the interactions within and across different channels. These maps help to improve consistencies between channels and streamline multi-channel experiences. Site KioskMobile ChatHelp Desk
- 48. Type of Map Organization Content Customer Journey Map Chronological Steps, Actions, Thoughts, Feelings, Pain Points, Opportunities, etc. Service Design Blueprint Chronological Actors and processes for the Front-stage and Back-stage Customer Lifecycle Map Chronological Physical and social artifacts in the system and opportunities to improve the system. Channel Map Chronological User tasks conducted across a series of channels, which may include KPIs.
- 49. Build Your Map4
- 50. Scenario: __________________________ __________________________________ __________________________________ Technology:________________________ __________________________________ __________________________________ 1. ________________ 2. ________________ 3. ________________ 4. ________________ 5. ________________ 6. ________________ 7. ________________ 8. ________________ 9. ________________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ Step #1 Step #2 Step #3 Step #4
- 51. Scenario: __________________________ __________________________________ __________________________________ Technology:________________________ __________________________________ __________________________________ 1. ________________ 2. ________________ 3. ________________ 4. ________________ 5. ________________ 6. ________________ 7. ________________ 8. ________________ 9. ________________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ Step #1 Step #2 Step #3 Step #4 A B C
- 52. Scenario: __________________________ __________________________________ __________________________________ Technology:________________________ __________________________________ __________________________________ A The header provides the lens for the journey map by assigning: • A persona (“Who”) • Scenario (“What”) • Technology (“How”) You can include other information, such as the motivations and expectations of the persona to provide additional context.
- 53. Scenario: Jenny needs to get a ride across the city for her friend’s birthday party. She wants to picked up at a certain time. Technology: • Mobile app on a smartphone • Website for additional support Here is an example of what the header might look like for Jenny (the rider): • A persona (“Who”) = Jenny • Scenario (“What”) = Pick up Jenny at a certain time • Technology (“How”) = App, Website, etc The rest of the journey map is built based upon the context from the header.
- 54. Here are pro tips!
- 55. Personas & Maps Display persona(s) near the journey map. Your team will want to refer to personas, while building the journey map. If you have multiple personas, it is critical to display all the personas to verify you account for the needs of all your users.
- 56. Scenario: Jenny needs to get a ride across the city for her friend’s birthday party. She wants to picked up at a certain time. Technology: • Mobile app on a smartphone • Website for additional support Fill out the header before the session starts!
- 57. Scenario: __________________________ __________________________________ __________________________________ Technology:________________________ __________________________________ __________________________________ 1. ________________ 2. ________________ 3. ________________ 4. ________________ 5. ________________ 6. ________________ 7. ________________ 8. ________________ 9. ________________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ Step #1 Step #2 Step #3 Step #4 B
- 58. Emotional Journey Map Channel Map Service Design BlueprintCustomer Lifecycle Map
- 59. 1. ________________ 2. ________________ 3. ________________ 4. ________________ 5. ________________ 6. ________________ 7. ________________ 8. ________________ 9. ________________ Step #1 Step #2 Step #3 Step #4 B The middle part of the map is the heart of the journey. You need to put the journey into chunks, describe the actions, describe user thoughts, and emotional experiences. The content changes based upon your needs: Service Design Blueprint, Channel Map, Emotional Journey Map, Current Flow, or Ideal Flow.
- 60. Scenario: Jenny needs to get a ride across the city for her friend’s birthday party. She wants to picked up at a certain time. Technology: • Mobile app on a smartphone • Website for additional support 1. Wave or Whistle. 2. Hope they respond. 3. Driver acknowledges. 4. Tell the, where to go. 5. Buckle up. 6. Watch meter run. 7. Pay cabbie. 8. Loved driver. 9. Unsure what to do. Hail a Cab Take a Ride Pay the Cab Rate Driver Did they see me? Do they know how to get there? This is expensive! How much tip? Nice driver. How do I tell her boss?
- 61. Here are pro tips!
- 62. Emotional Journey Map Channel Map Service Design BlueprintCustomer Lifecycle Map
- 63. Scenario: Jenny needs to get a ride across the city for her friend’s birthday party. She wants to picked up at a certain time. Technology: • Mobile app on a smartphone • Website for additional support Hail a Cab Take a Ride Pay the Cab Rate Driver Fill out the steps before the session starts!
- 64. Scenario: __________________________ __________________________________ __________________________________ Technology:________________________ __________________________________ __________________________________ 1. ________________ 2. ________________ 3. ________________ 4. ________________ 5. ________________ 6. ________________ 7. ________________ 8. ________________ 9. ________________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ Step #1 Step #2 Step #3 Step #4 C
- 65. Scenario: __________________________ __________________________________ __________________________________ Technology:________________________ __________________________________ __________________________________ 1. ________________ 2. ________________ 3. ________________ 4. ________________ 5. ________________ 6. ________________ 7. ________________ 8. ________________ 9. ________________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ Step #1 Step #2 Step #3 Step #4 C The bottom of the journey map provides your ideas to improve the journey. In this section, you will want to create ideas to: • Alleviate pain points • Use different technology • Exploit new opportunities • Differentiate from competitors • Increase efficiencies • Improve the quality of an experience • Remove steps Generate ideas for each stage of the user journey. Then, rate (or vote on) them.
- 66. Scenario: Jenny needs to get a ride across the city for her friend’s birthday party. She wants to picked up at a certain time. Technology: • Mobile app on a smartphone • Website for additional support 1. Wave or Whistle. 2. Hope they respond. 3. Driver acknowledges. 4. Tell the, where to go. 5. Buckle up. 6. Watch meter run. 7. Pay cabbie. 8. Loved driver. 9. Unsure what to do. Hail a Cab Take a Ride Pay the Cab Rate Driver Did they see me? Do they know how to get there? This is expensive How much tip? Nice driver. How do I tell her boss? • Driver has destination. • Rate is already set before the ride. • Schedule a ride. • Use app to hail ride. • Send reminders. • Rider already paid driver with app. • PayPal can be used. • Rider can rate drivers using app. • Use star ratings.
- 67. Here is a pro tip!
- 68. Scenario: Jenny needs to get a ride across the city for her friend’s birthday party. She wants to picked up at a certain time. Technology: • Mobile app on a smartphone • Website for additional support 1. Wave or Whistle. 2. Hope they respond. 3. Driver acknowledges. 4. Tell the, where to go. 5. Buckle up. 6. Watch meter run. 7. Pay cabbie. 8. Loved driver. 9. Unsure what to do. Hail a Cab Take a Ride Pay the Cab Rate Driver Did they see me? Do they know how to get there? This is expensive How much tip? Nice driver. How do I tell her boss? • Driver has destination. • Rate is already set before the ride. • Schedule a ride. • Use app to hail ride. • Send reminders. • Rider already paid driver with app. • PayPal can be used. • Rider can rate drivers using app. • Use star ratings.
- 69. KJ Analysis for User Basic Expectations (Must Haves): - Easy to use mobile with profile setup - Credit card setup in user profile Performance Payoffs: - No more fumbling with cash - Do not have to figure out tipping Differentiators (Excitement Generators): - Schedule a ride (no waving them down) - Rate a driver with the mobile app
- 71. Let’s Improve This Journey
- 72. Erasing Troughs
- 73. Present a New Option Earlier
- 74. Start Strong
- 75. End Strong
- 76. Early Starts, Later Ends
- 78. Remove Steps
- 79. Magnify Peaks
- 81. Re-order Steps
- 83. Here is a pro tip!
- 84. Do Design Studio Right Away After completing a journey map, perform a Design Studio Workshop to visually illustrate your revised vision. You can use the same stakeholders to sketch and critique, too.
- 86. Build Personas 1 2 3 4 5 Determine Technology Decide on Your Map Build Your Map Revise the Journey
- 88. Based on Research • Personas should be based on user interviews, not SME knowledge. • You can create an initial persona with an SME, just validate it with real users.
- 89. Validate Personas with Your Team • Validate personas with the product team, as soon as possible. • Use the personas to build scenarios and use cases. • Refer to personas when you build your journey map.
- 91. Site KioskMobile Credit CardsHelp Desk Determine the Technology Used People use different types of technology to perform various tasks. In your journey maps, you need to determine potential technology gaps and possible technology solutions, too.
- 92. Project Brief • Use a project brief to help you determine the technology used. • The Lead Developer should fill out the project brief before your journey map workshop.
- 93. Build Your Map4
- 94. Scenario: __________________________ __________________________________ __________________________________ Technology:________________________ __________________________________ __________________________________ 1. ________________ 2. ________________ 3. ________________ 4. ________________ 5. ________________ 6. ________________ 7. ________________ 8. ________________ 9. ________________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ • ______________ Step #1 Step #2 Step #3 Step #4 A B C
- 95. Personas & Maps Display persona(s) near the journey map. Your team will want to refer to personas, while building the journey map. If you have multiple personas, it is critical to display all the personas to verify you account for the needs of all your users.
- 96. Scenario: Jenny needs to get a ride across the city for her friend’s birthday party. She wants to picked up at a certain time. Technology: • Mobile app on a smartphone • Website for additional support Hail a Cab Take a Ride Pay the Cab Rate Driver Fill out the steps before the session starts!
- 97. Scenario: Jenny needs to get a ride across the city for her friend’s birthday party. She wants to picked up at a certain time. Technology: • Mobile app on a smartphone • Website for additional support 1. Wave or Whistle. 2. Hope they respond. 3. Driver acknowledges. 4. Tell the, where to go. 5. Buckle up. 6. Watch meter run. 7. Pay cabbie. 8. Loved driver. 9. Unsure what to do. Hail a Cab Take a Ride Pay the Cab Rate Driver Did they see me? Do they know how to get there? This is expensive How much tip? Nice driver. How do I tell her boss? • Driver has destination. • Rate is already set before the ride. • Schedule a ride. • Use app to hail ride. • Send reminders. • Rider already paid driver with app. • PayPal can be used. • Rider can rate drivers using app. • Use star ratings.
- 98. KJ Analysis for User Basic Expectations (Must Haves): - Easy to use mobile with profile setup - Credit card setup in user profile Performance Payoffs: - No more fumbling with cash - Do not have to figure out tipping Differentiators (Excitement Generators): - Schedule a ride (no waving them down) - Rate a driver with the mobile app
- 100. Start with Your Flow
- 101. Make Adjustments
- 102. Experiment
- 103. Do Design Studio Right Away After completing a journey map, perform a Design Studio Workshop to visually illustrate your revised vision. You can use the same stakeholders to sketch and critique, too.
- 105. “The journey of a 1,000 miles starts with one step.”
- 106. Mapping User Experiences for Product Innovation