An introduction to User Journey Maps

I was coaching some startups at WIDE (women in digital empowerment) to help them build a more user centric product and gave them a small introduction to User Journey Maps.
A user journey map will help us visualize and document the experience a user has as she/he uses the product or service.

Transcript

1. An introduction to 
 User Journey Maps WIDE 2020 - Stéphanie Walter - @walterstephanie
2. UX & Product Designer Mobile expert. Pixel & CSS Lover stephaniewalter.design @WalterStephanie
3. “I wanted to cover all aspects of the person’s experience with the system including industrial design graphics, the interface, the physical interaction and the manual.” 1993, Don Norman as Apple’s first User Experience Architect
4. A user journey map will help us visualize and document the experience a user has as she/he uses the product or service.
5. use During Before After use use
6. Source
7. ๏ Share a visual understanding of user’s steps with the whole team ๏ Easily identify issues and opportunities in the process ๏ Easy to share with all stakeholders ๏ Good basis to take decisions Why build such a map? use During Before After use use Taking pictures is easy It takes forever to send when wifi is slow Opportunities 1 1 We have to wait until front-desk tells us the client answered 2 2 Asynchronous Loading in the background Push notifications and navigation rework
8. Example of a mobile app project use During Before After use use Taking pictures is easy It takes forever to send when wifi is slow Opportunities 1 1 We have to wait until front-desk tells us the client answered 2 2 Asynchronous Loading in the background Push notifications and navigation rework Fleetback now Additional work accepted Open The client Serges Heinrich accepted 2/3 additional work. Project Fi 59% 5:07 5:07 Sun Jul. 29 Sun Jul. 29 Fleetback now Additional work accepted Open The client Serges Heinrich accepted 2/3 additional work. Project Fi 59% 5:07 Sun Jul. 29 My App.
9. How to build a User Journey Map
10. 1. Do your user research ๏ Face to face or remote interview, street guerrilla interviews ๏ Surveys, customer support logs, web analytics, social medias, etc.
11. 2. User, goal and scope ๏ Identify who your persona is, the actor of you map ๏ What is their main goal? ๏ What is the scope of the map?
12. 3. Journey phases ๏ Identify the different high level phases of the process a user goes through. ๏ Write them down as phases in chronological order ๏ Don’t forget about what happens before and after they use your product if you are building a digital product Phases PHASE 1 PHASE 2 PHASE 3 Touchpoints & channels Emotions and pain points Actions / Tasks Opportunities for features and improvements
13. 4. Actions 
 and tasks For each phase, list the detailed actions and tasks the user accomplish in order to reach their goal in this phase Phases PHASE 1 PHASE 2 PHASE 3 Touchpoints & channels Emotions and pain points Actions / Tasks Opportunities for features and improvements
14. 5. Emotions and pain points ๏ How does the user feel, what do they think during each of those phases? ๏ What are the nice positive emotions? ๏ What are their paint points? What bothers them, annoys them? Phases PHASE 1 PHASE 2 PHASE 3 Touchpoints & channels Emotions and pain points Actions / Tasks Opportunities for features and improvements
15. 6. Opportunities How might we turn those pain points into opportunities to build and improve our product and service? Are there any unmet needs we could try to meet? Phases PHASE 1 PHASE 2 PHASE 3 Touchpoints & channels Emotions and pain points Actions / Tasks Opportunities for features and improvements
16. 7. Touchpoints and channels What are the different touch points with my product and service the users will have at the different stages of this process? Hint: those might not only be digital touchpoints Phases PHASE 1 PHASE 2 PHASE 3 Touchpoints & channels Emotions and pain points Actions / Tasks Opportunities for features and improvements
17. It’s an iterative process: you might not fill everything in the chronological order ๏ What are the different touch points with my product and service the users will have at the different stages of this process? Phases PHASE 1 PHASE 2 PHASE 3 Touchpoints & channels Emotions and pain points Actions / Tasks Opportunities for features and improvements
18. It’s a collaborative process
19. What’s next?
20. ๏ Refine and digitalize ๏ Share and use! ๏ Update with new findings Source gigiguiting.com