Customer Journeys: Not Just Another Deliverable

Slides from #IAS12 - the Information Architecture Summit in New Orleans. Originally presented on March 25, 2012.

Related Reading: http://bit.ly/journey-links
Inspiration Gallery: http://bit.ly/journey-inspo

Transcript

1. CUSTOMER JOURNEYS JAMIE THOMSON #XJOURNEYS @UXJAM 1 NOT JUST ANOTHER DELIVERABLE
2. #XJOURNEYS @UXJAM 2 “ WHAT’S IT GOING TO TAKE TO IMAGINE THIS AS A RELATIONSHIP INSTEAD OF AN INTERACTION? GENEVIEVE BELL @ #IXD12 intel
3. #XJOURNEYS @UXJAM 3 ENGAGEMENT flickr:lucas_james
4. flickr:pvanb   #XJOURNEYS @UXJAM 4 2PROJECTS
5. #XJOURNEYS @UXJAM 5 1CHALLENGE SUPPORT PEOPLE THROUGHOUT A LONG-TERM HEALTH JOURNEY
6. #XJOURNEYS @UXJAM 6 PERSONAS ARE SNAPSHOTS – PEOPLE FROZEN IN TIME
7. #XJOURNEYS @UXJAM 7 PEOPLE (USUALLY) AREN’T FROZEN IN TIME screened
8. #XJOURNEYS @UXJAM 8 TASK FLOWS TOO GRANULAR …NOT TO MENTION COLD
9. #XJOURNEYS @UXJAM 9 “ WHAT WE MADE HAD TO FIT THE CONTOURS OF THEIR LIVES, THEIR EMOTIONAL STATES, AND THEIR CONVERSATIONS... ANDREW HINTON
10. #XJOURNEYS @UXJAM 10 flickr:davhor
11. Harriet Super Mom Con dent Anxious Natural Methods Epidural Other Medication Yes No Yes No Breastfeeding Formula Chooses to stay with current OB/GYN Chooses hospital Schedules an induction Elects to have amniocentesis Elects to have an epidural Enters labor intending on vaginal birth Refuses a c-section Starts breastfeeding Prenatal Testing Provider(s) Place Scheduled Induction Pain Management “I’ve always been comfortable with my doctor—switching never crossed my mind.” “I hate surprises, plus my mom wanted to come to town for the birth. Modern medicine can do some great things.” “I heard of people scheduling c-sections, but I felt in control enough planning an induction and figured recovery would be quicker.” “I’d already ruled out a c-section and wasn’t ready to give up so easily. But I wish I’d known how powerless the epidural would make me feel.” “Formula seemed like an unnecessary expense at first, so I looked into the nutritional facts. Mom talked me into breastfeeding though.” “I thought about other options, but knew I’d give into the pain so just went with the epidural.” “There are a quite a few hospitals in the city—I toured the ones close to work and home, and picked the one with the nicest staff and rooms.” “I was back and forth, but did it to be on the safe side. Was really scared when I thought I was having a miscarriage, but it turned out to be alright.” Planned Method of Birth Failure to Progress Feeding Vaginal C-Section VBAC Try Alternative Positions Wait Emergency C-Section Hospital Birth Center Home Stay with current Switch Add Another Labor & Delivery Postpartum Pregnancy Pre-pregnancy Option eliminated because of epidural DEMOGRAPHICS 39, Getting Married, 1st Pregnancy Northeastern Big City, Master’s Degree Systems Analyst, $80k+, Private Insurance GOALS Have a safe pregnancy Get through it without too much discomfort Balance maternity and her career NEEDS & OPPORTUNITIES Provide Harriet with authoritative information about prenatal testing, induction and concerns for older mothers Support Harriet’s conversations with her doctor about exercise and labor options Remind Harriet to consider whether circumcision and other post-birth procedures are right for her child OB/GYN recommends testing Visits local hospitals for maternity tours Comes across information about natural methods, brie y considers Lamaze, but doesn’t have time to take a class Has heard of epidurals and starts looking online for details Starts researching formula after seeing an advertisment Discovers prenatal testing while researching “advanced maternal age” - online forums send mixed messages Wonders if she can schedule the birth, discovers induction Mom sends info from La Leche League OB/GYN suggests c-section Reads forum posts about scheduling c-sections Statistics about prenatal testing [1] EM Reads about risks but decides to induce anyway [3] EM Reads about pain management options [2] EM Learns about long recovery for c-sections [4] EM #XJOURNEYS @UXJAM 11
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15. The  c-­‐sec2on  is  as  rou2ne  and   smooth  as  the  doctor  promised.  As   he  finishes  s2tching  and  cleaning   her  up,  Yen  cranes  her  neck  to  try   to  see  her  baby  on  a  warmer  in  the   corner  of  the  room.  She  is  itching   to  try  to  breasCeed,  but  the  nurses   tell  her  she  needs  to  rest.  Her   boyfriend  paces  back  and  forth   between  the  baby  and  Yen’s  side,   and  finally  the  nurses  wrap  up   their  procedures  and  permit  him   to  hold  the  liFle  girl.  He  brings  her   over  and  Yen  tries  to  feed,  but  the   newborn  is  2red  and  more   interested  in  napping  than   latching.  Yen  is  disappointed  and   finally  gives  up.   Yen  is  open  to  geGng  an  epidural   for  the  pain,  but  tries  using  a  tub   to  manage  pain  and  try  different   posi2ons  to  keep  labor   progressing.  Her  boyfriend   comforts  her  throughout,  while   her  doula  guides  her  based  on   their  strategy,  periodically   reassuring  and  reminding  her   why  they  made  certain  decisions.     The  birth  is  quicker  than  Yen   expected,  and  soon  she  is   holding  her  baby  girl.  Yen  is   stunned  at  how  alert  the   newborn  is  and  overjoyed  when   she  latches  on  and  begins  to   breasCeed.   #XJOURNEYS @UXJAM 15
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18. #XJOURNEYS @UXJAM 18 flickr:phr3qu3ncy
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23. flickr:nutmeg66   #XJOURNEYS @UXJAM 23 SNOWFLAKES?
24. #XJOURNEYS @UXJAM 24 2FUNCTIONS EXPLORATION CONVERSATION
25. #XJOURNEYS @UXJAM 25 CONVERSATION UNDERSTANDING PRIORITIZATION BUY-IN flickr:gin_able  
26. #XJOURNEYS @UXJAM 26 HIGHLIGHTING OPPORTUNITIES BRAINSTORMING SOLUTIONS PROTOTYPING IDEAS EXPLORATION flickr:calsidyrose  
27. #XJOURNEYS @UXJAM 27 3STEPS 1. GATHER CONTENT 2. REALIGN WITH GOALS 3. DESIGN & REDESIGN
28. #XJOURNEYS @UXJAM 28 ACTORS MOTIVES EMOTIONS OPINIONS (INTER)ACTIONS TOOLS PLACES TIME 1. GATHER flickr:ronn  
29. #XJOURNEYS @UXJAM 29 OPPORTUNITIES SOLUTIONS IMPACT OUTCOMES 1. GATHER flickr:squeaks2569  
30. #XJOURNEYS @UXJAM 30 ETHNOGRAPHY CONTEXTUAL INQUIRY INTERVIEWS SURVEYS ANALYTICS COMPETITIVE ANALYSIS 1. GATHER
31. #XJOURNEYS @UXJAM 31 BRAINPICKING COLLABORATION QUIET TIME 1. GATHER
32. #XJOURNEYS @UXJAM 32 2. REALIGN flickr:2m_ellis   CONTENT FUNCTION AUDIENCE PORTABILITY PROJECT SCOPE
33. flickr:bdesham   #XJOURNEYS @UXJAM 33 3. (RE)DESIGN HOW DO THE PIECES FIT TOGETHER? WHAT’S THE STORY?
34. #XJOURNEYS @UXJAM 34 DELIVERABLES flickr:raoulpop   SERVICE BLUEPRINT EXPERIENCE MAP MENTAL MODEL TASK ANALYSIS GRID FLOW CHART MODEMAP MOOD MAP STORYBOARD SCENARIO
35. #XJOURNEYS @UXJAM 35 FUNDAMENTALS GESTALT PRINCIPLES LINES, ARROWS, BRANCHES GRAPHS, CONTINUUMS GRIDS, SWIMLANES, FIELDS ICONS, ILLUSTRATIONS COLOR, OPACITY, SIZE, WEIGHT, HIERARCHY… flickr:megaul  
36. #XJOURNEYS @UXJAM 36 MEDIUMS flickr:jkannenberg   VISUAL VERBAL AUDIO VIDEO INTERACTIVE DIGITAL VS PRINT
37. #XJOURNEYS @UXJAM 37 flickr:juniorvelo   RIGHT TOOL RIGHT JOB
38. #XJOURNEYS @UXJAM 38 imdb   SANITY CHECK!
39. #XJOURNEYS @UXJAM 39 4TRAITS VALUABLE BELIEVABLE USEFUL ELEGANT
40. #XJOURNEYS @UXJAM 40 “ A PRODUCT OR SERVICE IS MERELY A MEANS TO AN END. THE REAL DEEPER VALUE LIES IN THE STORY ATTACHED... ARNE VAN OOSTEROM flickr:wenovski  
41. THANKS! JTHOMSON@MADPOW.COM HTTP://BIT.LY/JOURNEY-LINKS HTTP://BIT.LY/JOURNEY-INSPO #XJOURNEYS @UXJAM 41