Journey mapping 101: Create artefacts of persuasion to build empathy with your users | Tristan Klein | Skillshare

Journey mapping 101: Create artefacts of persuasion to build empathy with your users

Tristan Klein, Designer - UX / Animation / Illustration

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11 Lessons (30m)
    • 1. Introduction

    • 2. Overview

    • 3. What is a journey map?

    • 4. Why use a journey map?

    • 5. Anatomy of a journey map

    • 6. Step 1 - Define

    • 7. Step 2 - Research

    • 8. Step 3 - Mapping

    • 9. Step 4 - Final touches

    • 10. Assignment

    • 11. Final thoughts


About This Class

In this class, you will learn how to create a journey map!

We will start with what are the different types of maps and why use a journey map. 

Then we will define the type of map we want to make, who its for, and what we want to get out of it. 

After that we will learn some basics of research. This will be followed by the mapping process. 

And then I will give you some tips on how to take your map to the next level.


1. Introduction: Hello. My name's Kristen and I mean UX designer from Australia. Today we're learning journey mapping. Now, over the course of my career, I've done a bunch of journey maps and every time I do want people are like, Well, that looks pretty good on my cool thanks. And they're like, Can you show me how to do it And like, OK, so that's what we're gonna do today. Um, this class is for anyone who has never done a journey map, and they want to learn all the steps from scratch. Or perhaps you've done a journey map before empathy, map or an experience map, and it is not sure about the different distinctions between him, so let's get started. 2. Overview: So the overview for today is we're gonna look at what is a journeyman then we're also going to look at why use a journeyman and then we're gonna go to four step to create it. We're gonna start with defining. We're going to find what we want to get out of it. Which persona or who? Which target market we have on gonna go into research, we're gonna look a qualitative and quantitative and a few different methods, and then we'll go into the actual mapping phase. So where to start, how to lay it out or that type of stuff, And then the final one is gonna be finishing touches. So it might be like how to do a storyboard. It might be how to just get some icon 10 day to make a pop is gonna make it look a little bit more shiny. And then finally, at the very end, I'll give you your assignment and you can bring it all together. So let's get started 3. What is a journey map?: So what is the journey map? Well, I'm glad you asked. A journey map is a visual way of showing the process or stages a person goes through in order to complete a task across all touchpoints. So what does that may interest in? Well, essentially is compiling a syriza views actions into a timeline of various stages. Then thoughts and emotions added to each stage gathered from use of research usually and then finally actionable opportunities that added for possible solutions and next steps. Now it's important to mention that there's a few different types of mapping process You can do like this, so there is a journeyman. And then there's an experience map. There's an empathy man, and then it's a service blueprint. These are the main four that you'll come across for quickly run through what the difference between those are so first is an empathy map, and this helps you when your team understand what use it does, says things and feels This is usually based on research notes from your interviews, but it could be based on the existing knowledge basic your team or company has. Then we have an experience map, and this is a visual way of showing the process and stages a specific demographic goes through in order to complete a task across all touchpoints. Now note that this is not focused on a specific product, service or company. This is usually done before a journey map. Now a journeyman is pretty much the same as an experience map, but this one focuses on a specific product, service or company. You'll get a little bit more accurate ideas around what you're going to fix within your company. Then finally, there's a service blueprint. So the service blueprint visualize is to use a journey at the top, and then it connects it to how the business works. So, for example, you'll have your used running at the top, and then you might have where customer service eyes in there. Then he might have. When marketing and e mails go out, you just have the whole journey for what you use does and where the various parts of the business slowed into that. And I also use a lot with developers and showing them you know what they're actually building and how it actually affects the customer, which is really valuable. So this three decision gene must make before starting a journey map. Essentially, you want to figure out is a current state, worse desired future state. And that essentially means is it what's currently in building now or what? The current services now? Or do you want to do this? On what? The ideal solution is gonna bay eso for that. Usually you do want to base that on the research. And how do you research future? You get a time machine? Well, no, actually, you will do prototypes or something like that and you can show those to the customer and get their comments and they'll go Our This is this is really easy. Or maybe there's no comments, but it just flows right quickly, and that's a great wins. And then you can kind of show what's the ideal solution is gonna bay. So the current state is really good for pinpointing the current problems. Pain points and the desire of future state is really good at selling. Are you gonna fix those? Then the next question you want to answer is gonna be existing knowledge or or research. So existing knowledge is basically what your current team or company already know, perhaps from previous interviews or previous surveys, anything like that. And then research is where you will specifically go out and do research for this map. So maybe you took some interviews while you do some surveys, Any sort of research along those lines, then your team and company. So then you can follow that up with research and in the last thing you want to find out, Do you want to do low fidelity? Ah, high fidelity, which is low quality, the high quality. And essentially, if you don't have much time, low quality might be the only way to go. Uh, also, if you know it's gonna be continually evolving, you're gonna have lots of different research. It's coming into it, and it's just gonna keep changing. And you want to do a low quality one with Post Its are just drawn down or something like that. And high quality is just a lot more shiny and look more impressive. It'll help get the point across a lot Easy. It'll be clear and concise 4. Why use a journey map?: Why do a journey map? Well, it's great for empathizing with the customer, and understanding their full journey is really to uncover pain points so you can define opportunities off where to improve the product or service throughout the whole journey in every touch point. And this may include finding new test points that you didn't know where they. It also shows every touch point the company has with the user. This is a great way of unifying different parts of the company that don't always talk to each other and starting a conversation. 5. Anatomy of a journey map: So let's go over the anatomy of a journey map. Essentially, a journey map is made up off a user persona or jobs to be done or a segment. It's at the top and then also at the top. You'll have the scenario, which basically gives the context of what the user journey is full. Some people also like to add expectations at the top, which could be something along lines off. I think it's only going to take two minutes or should only be three stew steps. Why don't expect it to take my credit card details things along those lines. So then you have the journey stages. Now this will change per project. It's not always gonna be the same. And it's always good to do a best guess before you start the research of what you think it is from the current companies standings. So it could be they do discovery first, and they do some research online, and then they download an app, and then they do this and they do that. They do that, then you have the doing thinking and feeling section, and ideally, once again, this be backed up by research and then Finally, the last bit is the opportunities. So this week, based on the pain, points on negative emotions you elicit during the research, and then you suggest What can you do to alleviate these concerns or issues? I basically use this area is a list of ideas of things I want to explore with the wire frames later on, so it's my to do list, basically. 6. Step 1 - Define: So let's stop the actual process now. Step one. Define So essentially, What I've got here is a checklist for the decisions you need to make the very beginning. So who is this about? So which persona or customer segment or job to be done? Is this then also, who do you want more off or who need not currently have? Because sometimes you have a Sinus that you already have, and you might want to grow your customer base. What is the scenario? This is obviously important. So what does this person want or need? What does the company want to improve? Which is an important point cause if you can align what the user wants, what the company wants, it makes what very valuable employees. And then where do you want to look for opportunities? Is there a part of the experience you already know is breaking and you want to find some opportunities? There said things that haven't been explored for a long time, and that could be unknown possibilities there. Then obviously you want to pick what kind of journey map. So do you want to do an empathy map and experience map, journey map or service really print now on the topic of which journey map you're going to use. I don't always feel that you have to be so strict about the rules of H one. If you want to do a little bit of an empathy map, we're gonna mix it a little bit with the service blueprint or you want to do a bit of experience. Map with service Brute blueprint. Go for it like this. There's no rules. It's whatever is going to serve you best and then finally use. Wanna choose between current state or future desired state existing knowledge, verse research or low fidelity First High Fidelity. So, as an example for the personas who may have requirement they can be male or female, they need to be 50 or above. They need to earn between 72 90,000 year, and they have to be a computer illiterate. And then maybe the scenario might be someone who buys fresh produce every week in which kind of journey map. You might decide to do an experience map for this one, which means that it's not tied to a specific service or company. Much is to do current state based on research and just start with a low fidelity one, because you don't have much time 7. Step 2 - Research: So next up is research researchers, tons and tons of things that you could do. So I'm not gonna cover all of it. But I'll give you a few tips on a few different types that will get you started. The journey. Mapping. So one of the first thing that's important to call out it's a different strain. Quantitative research in qualitative research, and I use you remember this but quantitative being, quantity off people and qualitative bank quality of results. So qualitative is 50 award people, and what you'll essentially learn is what use is doing and how they actually behave. You'll learn how many users are doing those things. He might get percentages out of it. 20% of people clicking on log in instead of this You can compare with competitors to see how you stack up, can analyze usability on the current service. You can track usability over time, weaken benchmark from every three months or something along both lights. The questions generally closed that you are sort of be a survey with state multiple choice or guess no answers and daughters gathered generally indirectly because it's quite time consuming. It can be done directly that will cost a lot of money and take all the time, and this is used best when you have an existing service or product, then qualitative is generally 5 to 10 people. What you'll learn is understanding why uses to what they do and attitudes and motivation, and that will help identify usability issues as well. Could you be had actually see them tripping up on various parts? And then this will also give you some good ideas on how to fix it and inform the designs. So the questions for these types of research methods are usually open ended. So what do you think about this? What are you looking for? And the answer could be almost anything. The daughter is mostly gathered directly, so you talk directly to a personal. Some will interact directly with the user customer, and this is used basically, at any time possible is often and frequently as your company allows. A good little quote from Albert Einstein is everything that could be counted does not necessarily count, and everything that counts can don't necessarily be countered. This is obviously a great reflection on quality quant. It's not saying that one is better than the other, but it's good to use both to come together and really understand what's going on. So what I have he is a research plan, and I'm not going to go through all these methods right now, but I'll go through a few of them. But if you want to learn more about each of the different types of methods here of research and go to the website at the bottom of the page from the needs and normal group, they have great resource is in all this information. So for this particular one, I might choose that I want to do a survey. I want to do some customer feedback. So, for example, go talk to customer service and see what they've got. I might do a little bit of card sorting. I might do a usability lap session to see how they're interacting with the current service , and I might just do some discovery interviews to understand their their thoughts around how they think something should be done in the expectations. So four surveys identity you surveymonkey because that's what all the company's I've worked it used. But if you google it, this plenty of them out there free ones as well. Now it's important when you do a survey to make sure you get the right people. So this is gonna match the persona of the demographic you've had seemed like to put some questions in there to say, you know, do you know how to use a computer? Yes. Well, no. And if they say yes, then you cut the mountains. You will be computer illiterate. Something along those lines, maybe only for males. And maybe, you know, for females if you're not using a recruiter and you may have to be able to be more creative , So save your looking for vegans. You might go on Facebook and find a vegan Facebook group and put a post up there with your survey in it. You could be really creative and make a competition out of it and say, if you do this survey, you have a chance of winning a $20 gift card. And once again, I think when you're about to do any sort of research for a journey map or any sort of map, it's good to best guess stages accuses. Gonna go through this will help you focus your questions a lot more. And then once the surveys, all the interviews are done, then you can really pull out from each part like Okay, I had this question here to get this bit of information about this stage, and you can start filling out a lot easier. And obviously you want to figure out what is it that you actually want to find out? And this will really feed into best getting those stages that they use. It goes through. So for interviews, I personally like to record the sessions one, because you can reference it later, but to cause you can get snippets and show those videos to people. And there's nothing more powerful than it coming directly from the users mouth when they have a comment or ah, problem or paint points. One of the other things I'd like to do in the interviews is, sometimes we'll do a card sort, so I might just And it's not unusual card so that people do for information architecture. But it's more along the lines of what's most valuable to you or what do you look for, or something like that. So it might get three cards and headed to them and say, OK, right, the three most important things you do when you are looking for a grocery store, you know, they might say Location, price and something else. And then for a script that could be very daunting to write one from the beginning. So I put a link at the bottom for Steve Krug test script. He's got a bunch of great race or says he's a very famous author who did a book called Don't Make Me Think Great book. You should read it, but yeah, that's a great place to start If you're not sure how to start this script now, when I'm going through research, we're doing interviews and sessions like that ideally like to work with a researcher. So it's not just me. There's two reasons for this one is because it makes it less biased so that if I think I'm too attached to a project and I think Ah yes, that's 100 said. That's what I was thinking. That's what they said. Yes, Then they can challenge you on that. Say no, you're taking away the wrong thing, they. But the second reason is what I like to do is I like to stream it live, So what I'll do is I'll get them in one room and then I'll get them to use Skype or blue jeans will zoom or something like that, and I will get them to stream session so I could watch it in another room and then on the wall or put a big grid up. That'll put all the people like P one p two p three people down one side and across the top . Put all the information that I'm trying to get out of it. So then every time they say something that's in the script that's matched that I could write it down, put it in the right place, and then at the end, I'll make sure the researcher will say, I'll just check. Does anyone have any questions? That's when I can say I'm missing this. This this and I can make sure that it put everything for every person. And once again, this will make it really easy. When you start mapping, you'll just have everything in the right spot. You just got to go down and look for patents very easily. Reusability sessions going to get them to use the current state off the app for the Web site or the service that you have got now. What's really important throughout this whole process is to keep prompting them to think out loud. So basically they may be looking at APP screen and they start playing around with it. And it would be like, Oh, hey, so what are you looking for? What's going through your head? Can you tell me what you're thinking? And this is how you really start getting the thinking, the feeling and the doing so you can see what they're doing. Do you also think out loud? You're to simple that thinking, and I generally don't ask what they're feeling because that'll come across from what they're thinking and how they say it. And like with the interviews, I want skin like to print out all the different screens if it's for a digital product, and open them all up on a wall in a separate room, and then every time they actually touched a certain area. Aiken then put comments up and they get stuck will all become textual, sticky notes, and this once again makes it super easy when doing a journeyman. So another type of research is customer feedback. So does your company have an online chat that you could tap into? Do they have a customer service line that you could go talk to? You basically want to talk to anyone who works directly with the customers. Sometimes companies will actually record down what is actually being asked in the pain points, and you can actually make that more of a quantitative research method. But sometimes it's just qualitative, and you can only get you just get the hunch of like, Oh, well, I've talked to a few people and they complaining about signing up. 8. Step 3 - Mapping: So after you've done your research, you can actually get into the mapping stage. Sometimes after research, you might come to a bit of a point where you're like, I feel like I need to do to maps. It's getting a little bit confusing cause I kind of want to call out this. But then there's this. Often it could be that you have a website and an app that are very, very different, and some have very different pain points or steps, so you might want to call those out separately. Um, well, sometimes you might get enough from the interviews about an experience map, and then you also wanted to a journey map that's really tired to your company because he might ask him to use competitors out websites or services where you might just passed about their overall experience doing a particular task. So generally when you start, you want to start rough. You don't have to do it up by hand on paper, but you could or you could do it digitally. Generally could just be posted on a wall like it's got a white board and just ride up there . It's good to do this with people, especially if you've had that research and you could do it together. That makes a lot of fun on def. You want to do it digitally. There's a few tools out there like Big Mama is great in Have multiple people using that at the same time, especially for doing distance mirror, which used to be really time board. Another change the mirror. So that's another one that's similar. And then you could even disused Google docks or Excel. So where do I start? Well, I would start at the top, but the usurper soner up there and then I'd also put the scenario. So it's almost like a title. And this gives context to anyone who walks past the map and they want to know what it is like. Oh, okay, this is full, you know, a vegan finding a restaurant, and this is particular vegan we're looking at. Then you want to put underneath that the key stages and steps, So this could also have a timeline in there if you wanted to add that or could just be the main thing, so it could be they start by talking to someone which could be the discovery time and then they could be educated on it. And then they get curious and then they want to research more thoroughly. And that's where you know they might go on the Internet, start looking things up, and then they find a review for your website or your app so they might go to your website or download your app, and then they might get to the next stage where they start using it. And then they might actually purchase after that. And then they have to pay for delivery and then actually gets the product. Then after that, you should be able to start filling out what the user did said and felt You want to look for recurring patterns. I mean, that's not to say that a one off comment you won't put in there sometimes a one off comment could be really powerful and useful. But I would prioritize, Prioritize you usually what's been said over and over, because I will give you an indication of what many uses air going through. And this should really be quite a zing if you formulated your questions in the research methods around the different stages. Now remember you don't want to just use the interviews by itself. But when you use interviews and usability sessions in the surveys, you can use that to triangulate all three areas or more, and you can really back up will prove and make a robust statement for what is really going on, as opposed to relying on five people, said this. And then after you've done that, you can start filling out the opportunities you see. And this is really going to come from a lot of the pain points on negative emotions that people are saying. Sometimes you may find that you have multiple emotions in. There were some people, like I love this. This is great. Other people, like That's fine. I generally like to list them all down anyway, but maybe put one emoji or put all emerging. But I might prioritize more negative pain 10.1, because that's the ones that can really take action on. Now, after you fill this out and if you've done it roughly, then you might want to bring it into a design program, especially if you're planning to ah, high Fidelity one. You don't have to. You could do a really Nate hand drawn one. But generally it could be a bit easier if you need to send off multiple copies around the company. There's a 1,000,000 tools out there. I personally use sketch, which most people have seen it using, but you can use Adobe X'd use. Illustrator Photoshopped could even use paddle point if you wanted. 9. Step 4 - Final touches: So if the last bit we're gonna go through final touches which will really make your map just come to life and look a little bit more shiny and also give you some resource is or show you some resource is that you could use so as these different types of maps should be quite visual. I personally think it's a really good idea to have a storyboard in that, even if it's really rough, like stick figures and things, you can just do some really basic pictures and say something I've done. I've done many from very high quality comic book style was the very low quality that it is very, very rough. Don't have to be an artist for this. And if you're not even sure where the start sometimes a good idea, even just to but some numbers down and just put some sentences and they can move him around is to make sure it's right. If you really have an aversion to doing some illustrations, you might want to put some icons in there or something just to make a little bit more visual to symbolize which states there up to or you could use screens you could use screenshots from your website or app, and that would highlight where they're up to. Generally, when I do a storyboard, I pressed. They just use photo shop or something like that. I like to always just put one extra color in there like a little bit of shading. Even if its Cray just help certain areas. Pop, for some reason, just takes it to that next level, even when they're really basic illustrations. Now, if you're not into illustration or you just don't have the time or anything like that, there's a great race else out there called You X Comics and essentially can get this for Keynote, which is a Mac only program where you can also get it for Powell Point, which is for both PC and Mac. And essentially someone out there has created a bunch of facial expressions and scenarios that you can start pulling and dragging and dropping and create your own story board, which is really useful. And then also another really cool thing I've seen from a site called Sketch in Scrum is what people physically created these and cut them out and made little dire omelettes, which could be a lot of fun. It would be a great way of showing stakeholders or people in the company of your team the home journey there and playing it out. Now, if you sketch, there's a great website called Sketch at Resource. Is this conspiracy things up dramatically? So if you're looking for icons, you can search icons there could be for social. Could be anything. If you're looking for templates of Mobil's or tablets or computers, can Google begin such for that there? And you'll find some great resource is it's just It's full of lots of people just putting their work up there for you to be out of reuse. And then sometimes it may take a little bit of time to find those icons. I find it a little bit slow, so I sometimes would just go into Google and search for a particular thing like a mobile icon. I might write PNG after, because sometimes that will give you one for transparent backgrounds. And then you can throw that in these icons, too. I really like to use in the Touch Point area because it just makes it a little bit more visible, so you might put a computer icon where the user actually jumps into the computer. You might have a telephone icon for when they call customer service. You might put a mouth like on for when they're talking to their friends. Things like that can really just make it look a little bit more professional, a little bit more fun. 10. Assignment: So now that's pretty much all the tools you need to go ahead and create your own journey map. So now we're going to get into the assignment. Which surprise. Surprise is a journey map. Now I understand that many people coming here, either already working in a company or there at uni studying, and they come here because they're going to create a journey map for school or for work, and that's fine. If that's the case, then just do that journey. Mapping That's your assigned role, Gallizio a practice one and do one for work or uni. But if you're here just to learn that, I'll give you a specific assignment just for you. So your assignment is to create a journey map trying a new recipe at home. Now this could be for breakfast, lunch or dinner. You can decide, and you can choose either a journey map for, say, taste dot com. Today you all and experience map, which is not tied to a specific company or experience. So when doing this, remember, you really want to start with where it all begins? When does someone stop thinking about thinking of a new recipe they want to do? Are they talking to a friend and talking to someone at home? And they're talking to a partner and saying, What are going to have for dinner tonight? I want to make something nice. Do they talk to friends and say, Do you know any good meals to make? I don't know, do you? Maybe they start with just jumping on Google and they start searching great chicken dishes to make. It could be anything, so have a good think about what they could be doing. Give it a best guess and then start You're interviewing process or survey process. And after you're done doing this assignment, please posted in the comments below would be great to see what you've done. If you have any questions, feel free to ask them their no get back to you as soon as I can. Andi, even if this is for union assignment, puts that up. There would be great to see those or if it's for work. Put that up unless it's got some sensitive data. Wait, maybe could blur it out. Just be great to see what you guys are doing. And if you have any questions like I said, just ask 11. Final thoughts: so some final thoughts to take into consideration is once again, I think it's really important to always triangulate the different research methods to make your points Is Robustas possible you could. You could mix it with competitor analysis your surveys in your interviews. There's so many research methods out there, but it's great when you've got multiple sources telling you the same thing because it really makes you feel like you're on the right part. Also, once you've finished doing a journey map, it's a great idea to print a really large one out and stick it somewhere in your workplace . Generally in a place it gets a little foot traffic like it might be near kitchen or on the way to a bathroom or in a very like popular breakout area, because then more people going to look at it and they'll start more conversations. And also it's grateful publicity's for the U X team and for your particular skills. Sometimes you might even go and put it on every single floor of this multiple floors in the building, and you want to put contact information there like your contact email phone number. So when people actually want more information about all they have comments they can reach out to you. I also really like to use the's in ideation workshops. So once you sort of finished doing this, you'll have a bunch of ideas, little pain points you want to fix, and you might then run with some workshops after that going. Okay, well, I'm gonna run you through what's happening with the user where they're getting stuck and then as a group, where we're going to come up with ideas. So thank you very much. I hope you enjoy doing my class and good luck with everything in the future CIA.