Mapping the User's Journey - Connectaha 2019

Welcome to Mapping the User’s Journey
This session will go over how to understand your users better through Empathy Mapping and
User Journey Mapping.
I will have two audience participation exercises as well.
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My coworkers like to joke that I like to accessorize by wearing hats.
I’m mainly a Scrum Master, but I also do UX development on many of our eComm sites
I am also an Accessibility Compliance Specialist where I head up Gallup’s accessibility
compliance.
[TRANSITION]
Most people know Gallup as a polling company what we actually do is...
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[PAUSE]
World Poll
- 160+ countries and 140+ languages
- Global Slavery Index
Walk Free Foundation
- The Global FINDEX
World Bank
- Voices of the Hungry
Food and Agriculture Organization of the United Nations
We don’t just use our data to solve world problems, we use it to solve organizational
problems
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Employee Engagement: Q12
- Gallup science 12 questions to tell if employees engaged
- Our research indicates 78% of employees are disengaged in their jobs
CliftonStrengths
- Don Clifton founder of positive psychology
- 34 different talents - Achiever to WOO
- 6 times as likely to do what they do best every day
- Our book StrengthsFinder 2.0 is Amazon's bestselling nonfiction book ever.
TO SUPPORT
Gallup Courses
- 200 global courses annually
- Leading High Performing Team to Coaching to make the most of their strengths
[TRANSITION] What this means is we have a very wide range of consumers from individuals
to business and beyond. We use a wide range of tools that we will talk about today.
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Created from extensive interviews that take 100s of hours.
A way to model, summarize and communicate about people who have been observed or
researched in some way
Not a real individual
Enables the product team to focus on a manageable and memorable cast of characters
3-5 personas per platform
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Demographics
Normal Day
Motivations
Goals
Frustrations
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MailChimp takes personas a step farther and makes posters out of their intensive research
and displays them around the team areas in the office, so everyone is always thinking about
how to make Ada or Andre happy.
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A quick, easy way to create a basic persona
A tool for design decision making
Takes about 15 minutes
Best when created with people who talk to users
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You might not have research to draw upon for personas, but you do have a room full of
stakeholders with pretty good ideas of what their customers look like.
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Name, Situation
Do, See, Think/Feel
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Gabe
Potential CliftonStrengths Coach wants a side hustle
Do – finding dates and locations, research
See - $$, brand
Think/Feel – is this the right opportunity for me?
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Close eyes, take a deep breath and let it out and with that breath I’d like you to travel in your
minds-eye to a beach. You can hear the roll of surf, the sound of a flag fluttering in the wind.
The sand is warm under your feet. You can see rocks. Take a moment and fix that beach in
your mind. Now open your eyes…
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Is this what you pictured? Were you able to fully realize what your customer is looking for? Or
… are there differences? Perhaps your beach had swimmers. Perhaps you had a different
flag. Or you had large rocks next to you on the beach instead of in the distance on a small
island.
[TRANSITION] You took a journey but was your destination the same as your users?
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Gets people on the same page, knowledge shares
Creates a shared frame of reference around the customer experience.
Distributes customer insights in a form that is both usable and easy to understand.
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Allows you to see those pain points and AHA moments that users face.
Builds organizational knowledge of customer behaviors and needs across channels.
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Allows you to craft that user experience you want for your users.
Further organizational evolution towards customer-centered thinking.
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Adaptive Path has 4 points about experience mapping:
Uncover the truth – study your customer behavior
Chart the course – collect key insights into a journey map
Tell the story – visualize the story, make something you can hang in a common space in your
office
Use your map – use the insights you’ve gleamed and work towards them.
The activity and the artifact
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Start at the top determining steps,
Got through Actions, Questions, Happy Moments, Pain Points for each step.
Save Opportunities for last
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Rooms where collaborating thrives are key. Also wet erase markers.
Include people who are in a client support role, they know your users the best.
Be empathic
Put yourself in the users shoes and make sure people stay there.
Take a pause and redirect if you start “company” speaking.
Ask leading questions.
Ask pointed questions.
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Summary:
Learn about your users.
Create Empathy Maps and Personas, they’re your friend when making business and design
decisions
Gather information into a journey map to guide your future business development.
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Mapping the User's Journey - Connectaha 2019

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