User Journey Maps

DR. WILL KURLINKUS

 Create user
stories for
each of
your three
personas.
1. THEY SHOULD BE LAID OUT
IN THE SIMPLE THREE-PART
MANNER WE’VE LOOKED AT,

2. HAVE TWO IMAGES NEXT TO

THEM (ONE OF THE
PERSONA AND ONE OF THE
ACTION/CONTEXT—FIND ON
UNSPLASH.COM), AND

3. GIVE ME THREE KEY TERMS

NEXT TO THEM THAT
HIGHLIGHT WHAT THE
PERSONA MEANS/THE
OBJECTIVE BEING HINTED
AT.
Homework: Digital Fly on
the Wall—I Want Six Quotes
Find the reviews of a parallel app: get 3 quotes

Find a reddit or other forum of your types of users: get 3 quotes

Look for YouTube Videos discussing your competitors and or the communities they exist in.

Looking for quotes that define pain points, ideals, needs, flaws, and typical user characteristics for a
persona.

In a formal Canva document, added to your portfolio, you will provide me with:
1. 3 basic research questions
2. the quote
3. Who and where it’s from (context)
4. and what you feel it represents in terms of user characteristics, pain points, ideals, etc.
Journey Maps
Journey Map: A journey map is a visualization of the process that
a person goes through in order to accomplish a goal.

How to:

1. Enter some basics from your user persona and story (name, etc.)

2. Set the end state (goal) you hope your customer will achieve. What
does your customer want to accomplish?

3. Break your journey down into phases (large-scale/broader events

on the timelines). You might also think of these as touchpoints.

4. Break your phases down into sub-tasks/actions (the things that the
user does to finish the events)

5. Add ideal customer emotions as well as pain points

6. Enter room for improvement opportunities/design possibilities

 Persona: Tommy Erikson
Goal: Order and pick up coffee quickly without issue.

ACTION Take everyone’s order Order coffee Walk to coffee shop Pick Up Coffee Deliver Coffee

Tasks Tasks Tasks Tasks Tasks

A. Walk around office A. Enter orders into A. Find shop location A. Figure out where to A. Walk back to office
asking what people app/website B. Navigate way to pick up order B. Hand each order to
TASK LIST want B. Pay for coffee shop B. Pick up order the person it belongs
B. Telling people C. Figure out when C. Check to see if to
available options order is ready everything is there C. Double check
everything is right

Frustrated: wish I Confused: when will it Nervous: are the Frustrated: wish there
didn’t have to repeat be ready? orders right? Are they were names on each
FEELING ADJECTIVE the menu 12 times
Happy hot? order/
Happy to help out

Can menu be easily Allowing multiple Making sure a signal A checklist for each Names on each order
shared? names to be added to for when the order is item
IMPROVEMENT order ready and estimated
OPPORTUNITIES time is available
Groups of 3: Find
a Restaurant to Eat
at Tonight Using
Yelp—Use the
Template to Create
a Journey Map
 Walk to Coffee
ACTION Order Coffee Find a place to sit Work Decide to Leave
Shop
Persona:
Tasks Tasks Tasks Tasks Tasks
Lulu
A. Locate coffee A. Wait in line A. Look for open A. Begin to work A. When it gets to Bishop
shop on map B. Choose from table B. Listen for order to crowded or loud
TASK LIST B. Gather things menu B. Look for outlet be called decided to leave Goal: Find a coffee
C. Walk to location C. Pay for laptop C. Decide to put on B. If there is no shop that’s easy to
D. Wait for coffee C. Wait for open headphones or not open table work at.
table C. If work is done

Happy, I know Happy if open Happy to get to Happy if task is

where the coffee tables, frustrated if work. Annoyed I accomplished.
shop is and am
Frustrated not, may decide to have to keep Frustrated if the
excited to leave if long line. leave if no where to listening for the place is too loud or
house sit. Wish I knew order. Annoyed if crowded.
FEELING
ADJECTIVE
Happy to table availability too crowded and
order my from home loud.

favorite
thing
Is there a way to tell Can I order from Is there a way to
if there are open home and quickly find if there are
MPROVEMENT tables before I leave get my coffee open tables before
PPORTUNITIES home without waiting. I arrive.
Create a Journey
Map for Each of
Your Personas