JOURNEY

MAPS
Mike Biggs
Product Innovation, ThoughtWorks
JOURNEY
MAPPING
CONTENT GOAL!
‣ Experience what Journey Mapping is.
‣ Understand the goals and uses of Journey Mapping.
‣ Explore some approaches and methods.
‣ Share some tools.
‣ Review some real life examples.
ABIT ABOUT
ME
‣ Work at ThoughtWorks
‣ Consulton Production,
Innovation, Service Design…
‣ Digital
Agencies,
Government etc.
‣ Interaction
Design Foundation
Local Leader
‣ Design Thinking Aficionado
‣T Shaped Person
ABOUT
YOU…

‣ Career change?

WHY ARE ‣ Starting

‣ In
out?
Tech / Digital?

YOU
‣ Designers?

‣ Developers?

‣ Business Folk?

HERE?
JOURNEY
MAP

GRAPH YOUR
EXPERIENCEOF
HOW YOU GOT
HERE Create: 15 mins
Share: 15 mins
JOURNEY
MAP
WHAT IS IT?
‣ Tool to map experience.
‣ Can be current or future.
‣ Rough fidelity for exploration.
‣ Polished as a communication or vision tool.
‣ Helps to identify pains and gains in context.
‣ Horizontal maps the stages of experience
over time.
‣ Vertical you can add vectors to capture the
kind of information that’s relevant.
JOURNEY
MAP
WHAT ARE WE TRYING TO
LEARN?
‣ What is happening in the life of our
customer beyond the glass / digital.
‣ What is the sequence of events that leads
them to our product / solution.
‣ The WHY of their behaviours.
‣ Where in the process we could be most
useful to the Customer/ User.
‣ Where we can build products and be most
commercially successful.
JOURNEY
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MINDSET?
‣ Approach it like a child.
‣ Ask “What happened before that?”
‣ Use open ended questions that can lead to
new learning.
‣ No judgement toward customers or users.
JOURNEY
MAP
HOW TO RUN AJOURNEY MAPPING
SESSION
Preparation:
‣ Identify users / customers you need to
understand in more detail.
In the session:
‣ One customer at a time.

‣ Book them ahead of time. Allocate 2 hours,
you may only need 1 hour.
‣ Find a nice big wall that you can stick post it’s
onto, and that you can keep them on. Brown
paper also works to create a nice big space.
‣ You’ll need a tonne of sharpies and post it
notes.
‣ Map out some possible vectors.
‣ Stand in front of your big wall or brown paper with your customer.
‣ Share with them your draft vectors, and describe to them your
understanding of their situation.
‣ Ask for their input and conversation to correct you where you have
misunderstood the situation. For example you may have the
journey stages wrong.
‣ Ask them to walk you though the process of [buying a car] for
example.
‣ Map out the events, even seemingly minor ones, along the
‘timeline’
‣ Visually call out PAIN POINTS & GAINS/ DELIGHTERS
‣ You can also call out opportunities for improvement, or design
opportunities.
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EXAMPL
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Aligns to sections on Empathy Map

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LET’S DO A REAL
ONE
-THE GIFT GIVING EXPERIENCE Small Groups:
Create: 20 mins
Share: 10 mins
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EVOLUTIONS
&
APPLICATION
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SERVICEMAPPING
/BLUEPRINTING

Channels People

Processes Processes

Systems Products / Technology

SERVICEMAPPING
/BLUEPRINTING
How does the customer experience your service through different touchpoints of digital, store or call
centre?

CUSTOMER RESEARCH &

DATA ANALYSIS

FRONT STAGE*

MOBILE APP WEBSITE GEO-TARGETING STORE POS CALL CENTRE

How seamlessly do your operations and technical systems service the customer…and your
business?

TECHNOLOGY & BUSINESS

PROCESS ANALYSIS

BACK STAGE*

CMS WEB OPS MESH GATEWAY IDENTIFY SYSTEM OPERATOR PROCESS

* EXAMPLES ONLY
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SERVICEBLUEPRINT FOR
BAKERY
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OTHER CONSIDERATIONS?
‣ You can do a journey map without a customer, but it’s your own opinion
that must be validated.
‣ You can use it at many stages in the design process:
‣ Before research.
‣ As a research tool.
‣ As a visioning
‣ tool.
‣ As a communication tool.
As a collaboration tool.
PRODUCT DEVELOPMENT LIFE

Q&
CYCLE

A
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TITLE

REFERENCE
&
TEMPLATES
QUICK PERSONA
TEMPLATE
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