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Phases

1:25 with Devin O'Bryan

The first place we’ll start when mapping a user journey are the phases of their journey.

Handouts:

Persona

Journey Map template

EmmaCon Website PDF

Further Reading:

User Journeys - The Beginner's Guide, by Chris Mears

  • The UX Review explores when, why, and how to document a user’s journey.

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

7 Steps to Understanding User Behavior: A Deep Dive, by Adam Fard

  • Understanding user behavior is key to finding out how users interact with your product.

The Scientific Approach to Designing for Behavior Change, by Kristen Berman and Dr. June Park John

  • There’s a gap between what consumers say they’ll do and what they actually do. How do we bridge this gap and design products based on actual consumer behavior?

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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