Phases1:25 with Devin O'Bryan
The first place we’ll start when mapping a user journey are the phases of their journey.
User Journeys - The Beginner's Guide, by Chris Mears
- The UX Review explores when, why, and how to document a user’s journey.
Behavioural Mapping, by Dee Balkisson
- Mapping Behavior
From Touchpoints to Journeys: Seeing the World as Customers Do, By Nicolas Maechler, Kevin Neher, and Robert Park
- Customer Touchpoints vs Overall Journey
Customer Journey Maps - Walking a Mile in Your Customer’s Shoes By Ditte Mortenson
- Interaction Design Foundation’s take on User Journeys
The phases of a journey map are sort of like the chapter titles of a book. 0:00 In our example, Stable Sarah wants to purchase a weekender pass to EmmaCon, 0:05 our fictitious rare gem conference. 0:10 But she finds that she has a difficult time accomplishing that task. 0:13 Using the information that we've gathered, 0:17 Stable Sara's phases when going through the checkout process are explore site, 0:19 commit to purchase, active purchase, and receive tickets. 0:25 In these phases, we'll be able to isolate where her experiences pain points lie. 0:30 The remaining three sections of the journey map are doing, 0:36 thinking and feeling. 0:40 You'll treat these sections similarly to how you would treat an empathy map. 0:43 But as mentioned previously, you'll factor in time and action. 0:48 It's worth noting that it can be fairly easy to confuse the doing and 0:55 phases lanes of your journey map. 1:00 The easiest way to keep them separate is remembering 1:03 that the doing Post-its tend to be specific. 1:07 And many doing Post-its can fit under a phase. 1:11 Take about ten minutes to fill out your journey map. 1:15 And in the next video, we can begin looking for pain points and 1:18 where we have design opportunities. 1:22
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