Kim Goodwin– Its a journey not the destination (From Business to Buttons 2015)
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This document discusses using journey maps for user experience (UX) and service design. It provides an example journey map for booking a flight that shows the current tasks and tools used at each step and how the user wants to accomplish goals and feel at each step. It suggests improvements like showing flight options visually and sending calendar invitations. It notes journey maps can identify problems, opportunities, and changes needed across an organization's tools, processes, pricing, skills and values to better support the user's experience.
Kim Goodwin– Its a journey not the destination (From Business to Buttons 2015)
- 1. @kimgoodwin #FBTB15 it’s the journey, not the destination: journey maps for UX & service design Photo: Kim Goodwin
- 3. AT&T
- 5. Why?
- 6. Photo: iStockPhoto Organizational “silos” Photo: iStockPhoto
- 7. Photo: iStockPhoto Features & user stories are too narrow
- 10. 1. Find problems (as a team!) 2. See how to fix them 3. Identify new opportunities
- 11. Photo: iStockPhoto parts of the experience you don’t own
- 12. How does the user* describe the process? *persona or real person, not a role
- 17. How does she do these things now? (tasks & tools)
- 18. 2. BOOK A HOTEL 3. BOOK LOCAL TRANSPORT 4. PREP: VISAS? VACCINES? 1. BOOK A FLIGHT TASKS & TOOLS NOW 1. _____ 2. _______ 3. _______ ______ WANTS TO ACCOMPLISH, 1. _____ 2. _______ 3. _______ ______ 4. ______ 1. _____ 2. _______ 3. _______ 1. _____ 2. _______ 3. _______ ______ 4. ______
- 19. 1. BOOK A FLIGHT - HIPMUNK - SELECT FLIGHT - LOG IN @ AIRLINE SITE - FIND FLIGHT - LOOK AT SEAT OPTIONS - CHECK SEATGURU - BOOK @ AIRLINE SITE - ENTER IN CALENDAR - EMAIL ITINERARY
- 20. Why? What does she want to: Accomplish Know Feel
- 21. 1. BOOK A FLIGHT ACCOMPLISH: GET MOST COMFORTABLE FLIGHT/SEAT AT REASONABLE PRICE. KNOW: - WHICH FLIGHTS ARRIVE AT RIGHT TIME, ARE SHORTEST, AND HAVE OK LAYOVERS? - WHICH SEATS HAVE LEG ROOM, WINDOW, STORAGE, AND QUIET? FEEL: CONFIDENT
- 22. How does she feel now? Why?
- 23. 1. BOOK A FLIGHT SMART FOR AVOIDING HASSLE AND DISCOMFORT ANNOYED THAT IT TAKES SO LONG AND SO MANY TOOLS TO DO
- 24. What would be a better experience?
- 25. 1. BOOK A FLIGHT SHOW FLIGHTS VISUALLY SHOW MORE DETAIL ABOUT SEATS SEND ITINERARY CALENDAR INVITATIONS TO PASSENGERS & THIRD PARTIES
- 26. Photo: iStockPhoto service designers add: hidden parts of the system
- 27. What about our business would need to change? internal tools, pricing, process, skills, values…?
- 28. 1. BOOK A FLIGHT IF WE SHOWED SEAT PROS/ CONS, WOULD WE NEED TO PRICE SEATS DIFFERENTLY?
- 29. Photo: Kim Goodwin - Single help line - Procedures - Software - Org chart? - Training / culture
- 30. design the journey, not the feature Photo: Kim Goodwin
- 31. Thanks! Random brain droppings: @KimGoodwin Consulting & workshops: KimGoodwin@me.com