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Journey Maps

1:46 with Devin O'Bryan

Let’s map out how your user is engaging in a specific activity in your product. This will give us a better idea of where to improve.

Handouts:

Persona

Journey Map template

EmmaCon Website PDF

New Terms:

  • Journey Map – a means of documenting a user’s experience from start-to-finish. Journey maps vary from practitioner to practitioner. All journey maps seek to find a user’s pain, their motivations, or design opportunities for a user. This may be likened to an empathy map but viewed over the course of an experience rather than a general view of a user during a single point in time.
  • Pain Points – blockers in a user’s experience. These may be emotional, technological, process-based, or physical. Severity of pain will vary with each example.

Further Reading:

Using Customer Journey Maps to Improve Customer Experience - Harvard Business Review pulls from .frog Design’s version of a Journey Map. While this is more complex than what is being taught in this course, this will add additional texture to the conversation regarding the motivations of a user. Pay close attention to the “Questions” and “Barriers” portion.

The Anatomy of an Experience Map, By Chris Risdon - Adaptive Path’s take on mapping the user’s journey

[MUSIC] 0:00
In the previous stage, we learned how to create and read an empathy map. 0:04
The empathy map was a snapshot into our user's overall character, but 0:09
in this stage, we'll move into a more specific experience. 0:14
Time and action will be the big differentiators between our empathy map 0:18
and our user's as-is-journey. 0:24
This journey map is a means of documenting a user's particular experience 0:27
from start to finish. 0:32
Journey maps vary from practitioner to practitioner, but 0:34
all journey maps seek to find a user's pain, their motivations. 0:38
Or they seek out design opportunities to improve the experience. 0:44
Our journey map will be broken into four lanes, 0:49
phases, doing, thinking, and feeling. 0:52
We'll go deeper into each of these links throughout this stage of lessons. 0:56
But before we can do that, we need to define the concept of a pain point, 1:01
because that's ultimately what we're looking to find with the journey map. 1:06
Pain points are blockers in a user's experience. 1:10
These may be emotional, technological, process-based, or physical. 1:13
And the severity of pain will vary with each example. 1:18
It's worth noting the pain points that are exposed in your user's journey may exist 1:23
due to issues within a team dynamic, but it is important to address them. 1:28
Otherwise, your user will continue to struggle through the journey 1:34
that your team is responsible for. 1:38
We'll begin mapping out journey in the next video. 1:42

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