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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.
In our example, Stable Sarah wants to purchase a weekender pass to EmmaCon,
our fictitious rare gem conference.
But she finds that she has a difficult time accomplishing that task.
Using the information that we've gathered,
Stable Sara's phases when going through the checkout process are explore site,
commit to purchase, active purchase, and receive tickets.
In these phases, we'll be able to isolate where her experiences pain points lie.
The remaining three sections of the journey map are doing,
thinking and feeling.
You'll treat these sections similarly to how you would treat an empathy map.
But as mentioned previously, you'll factor in time and action.
It's worth noting that it can be fairly easy to confuse the doing and
phases lanes of your journey map.
The easiest way to keep them separate is remembering
that the doing Post-its tend to be specific.
And many doing Post-its can fit under a phase.
Take about ten minutes to fill out your journey map.
And in the next video, we can begin looking for pain points and
where we have design opportunities.
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