journey mapping - katherine haugh's...
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JOURNEY MAPPING
Inspiring Dynamic Participation Through
Visual Storytelling
ABOUT US
Jennifer Nulty-LyonsOwner
Pivot Data Designwww.PivotDataDesign.com
Katherine HaughMonitoring, Evaluation,
Research & Learning Specialist
USAID LEARN@Katherine_Haugh
01
CONTEXT
02
OUR REFLECTIONS
04
GROUP BRAINSTORM
03
CASE STUDIES
AGENDA
CONTEXT
JOURNEY MAPPING IS THE
PROCESS OF VISUALIZING THE
JOURNEY THAT A PERSON OR
GROUP GOES THROUGH TO
ACHIEVE A GOAL
JOURNEY MAPPING
HAS ITS ORIGINS
IN THE FIELD OF
HUMAN CENTERED DESIGN.
CUSTOMER EXPERIENCE IS …
RATIONAL EMOTIONAL SENSORY
CUSTOMER EXPERIENCE IS …
RATIONAL EMOTIONAL SENSORY
Did I achieve my goal? Was it good value?
CUSTOMER EXPERIENCE IS …
RATIONAL EMOTIONAL SENSORY
Do I feel good about myself?Do I have a good story to tell?
CUSTOMER EXPERIENCE IS …
RATIONAL EMOTIONAL SENSORY
What did I see, feel, taste, hear during this
experience?
IMAGINE THAT YOU WANT TO BUY THIS PAIR OF SHOES ONLINE.
IMAGINE THAT YOU WANT TO BUY THIS PAIR OF SHOES ONLINE.
JOURNEY MAPS USED FOR SERVICE DESIGN
OUR REFLECTIONS
Journey mapping in evaluation
Journey maps are most
effective when used to
explore and better
understand something
that is vague and specific
to people’s experiences.
Building trust is key
Have a baseline
RESOURCE INTENSIVE
RICH EXPERIENCE
Managing client expectations on the process
Integration of multiple data collection methods
Interviews
Surveys
Graphic Recording
CASE STUDIES
CASE STUDY #1
How USAID LEARN is Using Journey Mapping to Tell
Their Story
What we report on
What we report on
Everything else that happened behind the scenes
What happened?
How did it happen? And what did we learn?
Under what conditions?
VisualSketch
WHY WE CHOSE JOURNEY MAPPING
Show the layers of our
journey
Build empathy and
understanding
learn about our learning
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Our 10-step process
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Step One
Identify the starting point and ending point of the journey map
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Step Two
Create phases to organize the map (for example: start up, exploration, expansion)
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Step Three
Brainstorm outputs as a group: what happened over the past 5 years?
Step Three
TO COLLECTIVELY CAPTURE OUR STORY, FIRST, WE NEEDED TO DISCUSS THE FOLLOWING:
1. What do we
mean when we
say output?
2. What do we
mean when we
say impact?
Step Three
OUTPUT NEED TO MEET AT LEAST 3 OF THE CRITERIA:
1. Product or deliverable
2. At least a certain amount of LOE spent on it (substantial level of investment).
3. Had visibility with client and stakeholders
4. Was a significant learning opportunity that resulted in a change in our work
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Step Four
Brainstorm context as a small group: what was happening in our operating environment that impacted our work?
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Step Five
Facilitate reflection about what we’ve learned as a group (first round)
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Step Six
Host 1-1 interviews with
clients to rate the output on a scale
of 1-5
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Step Seven
Survey people we’ve worked
with and analyze responses
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Step Eight
Put all data into designed format &
facilitate reflection about journey map
(iterative)
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Step Nine
Small groups work on narrative
for each of the phases
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Step Ten
Host an experiential
event to walk others through
our journey
What we learned
Process-learning versus
outcome learning.
Collecting data along the way
helps tremendously.
Improving the visual design
helps digestion.
CASE STUDY #2
Journey mapping to uncover processes to successful state-level
post-secondary outcomes
Project Context
Why journey mapping?
Data Integration
Weekly Pulse Check
Graphic Recording
Stakeholder Interviews
Data Interpretation
Meetings
Pre and Post Journey Mapping
GROUP BRAINSTORM
How would you use journey mapping in
your work?
Handout!
http://bit.ly/KatHaughJourneyMapping
Want to chat [email protected] [email protected]
THANKYOU!
Journey Mapping: Inspiring Dynamic
Participation Through Visual Storytelling