@kimgoodwin #FBTB15

it’s the journey, not the destination:journey maps for UX & service design

Photo: Kim Goodwin

Internet-eating mutant squirrels

Photo: Kim Goodwin

AT&T

Photo: Kim Goodwin

Seriously?

Why?

Photo: iStockPhoto

Organizational “silos”

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Photo: iStockPhoto

Features & user stories are too narrow

Photo: iStockPhoto

UX journey map

Goo

gle

imag

e se

arch

Journey maps?

1. Find problems (as a team!)

2. See how to fix them

3. Identify new opportunities

Photo: iStockPhoto

parts of the experience you don’t own

How does the user* describe the process?

*persona or real person, not a role

Photo: iStockPhoto

2. BOOK A HOTEL

3.BOOK LOCAL

TRANSPORT

4. PREP:

VISAS?

VACCINES?

1.BOOK A

FLIGHT

5.PACK

6.GET TO

AIRPORT

7.CHECK IN

8. GET

THROUGH SECURITY

9.BOARD

10.FLY

11.GET

LUGGAGE

12.GET

TO HOTEL

(REPEAT 5-12)

13.DO MY

EXPENSE REPORT

How does she do these things now? (tasks & tools)

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, KNOW, FEEL?

1. _____2. _______3. _______ ______4. ______

1. _____2. _______3. _______

1. _____2. _______3. _______ ______4. ______

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

Why?

What does she want to: Accomplish Know Feel

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

How does she feel now? Why?

1.BOOK A

FLIGHT

SMARTFOR AVOIDING HASSLE AND DISCOMFORT

ANNOYED THAT IT TAKES SO LONG AND SO MANY TOOLS TO DO

What would be a better experience?

1.BOOK A

FLIGHTSHOW FLIGHTS VISUALLY

SHOW MORE DETAIL ABOUT SEATS

SEND ITINERARY CALENDAR INVITATIONS TO PASSENGERS & THIRD PARTIES

Photo: iStockPhoto

service designers add:

hidden parts of the system

What about our business would need to change? internal tools, pricing, process, skills, values…?

1.BOOK A

FLIGHT

IF WE SHOWED SEAT PROS/CONS, WOULD WE NEED TO PRICE SEATS DIFFERENTLY?

Photo: Kim Goodwin

- Single help line - Procedures - Software - Org chart? - Training / culture

design the journey, not the feature

Photo: Kim Goodwin

Thanks! Random brain droppings: @KimGoodwin

Consulting & workshops: KimGoodwin@me.com