mapping human-centric product vision (productcamp boston 2016)
TRANSCRIPT
© 2014 Virtusa Corporation. All rights reserved | 1
The Primitive Journey Map
for aUnified Human-Centric
Product
ProductCamp Boston
9 April 2016
David Scharn
• Why this?• A bit on design thinking• A journey map does…• Whose journey? – Empathy Map• Chart the journey collaboratively• Synthesis and revelation• Then what? – sample outcomes• So what?
Why this activity?
Engage stakeholders:• Empathy• Consensus• Enlightenment• Unified vision
A bit about design thinking
Elements of design thinking in this exercise:• Human-centered• Ideation – divergent and convergent• Collaborative, cross-functional• Iterative, experimental, embraces uncertainty
A journey map does…
A visual tool for understanding a user’s experience:• Emotions - needs, pain points, and the good• Reveals opportunities to improve the user experience• Communicates new vision
Primitive
A journey map does…
Whose journey? Empathy MapIdentify user role on which to focus
Divergent thinking
Whose journey? Empathy Map
Participants read aloud their notes on post-its as they individually place them in quadrants of the empathy map.
Improve participant responses with prompts
Whose journey? Empathy Map
Whose journey? Empathy Map
Convergent thinking
SynthesizeWhose journey? Empathy Map
Three questions to help synthesize:• What does this person want?• What forces motivate this person?• What can we do for this person?
Chart the journey collaboratively
For this user, identify primary workflow and:• Where/when does it begin? End?• What are the touch points?• What are the channels?
Divergent thinking
Chart the journey collaboratively
For this user, identify primary workflow
• Where/when does it begin? End?
• What are the touch points?
• What are the channels?
Divergent thinking
Chart the journey collaboratively
Chart the journey collaboratively
Don’t forget the parking lot for enthusiastic ideas not related to this journey.
Synthesis and revelation
Enlightenment – for each touch point:• Does it feel good? Green dot• Does it feel bad? Red dot
Convergent thinking
Synthesis and revelation
Synthesis and revelation
Convergent thinking
Identify below post-its gaps between what user needs and what product offers
Synthesis and revelation
Convergent thinking
Dot vote on top issues to address.
Then what? (sample session outcomes)
Draft persona or profile to validate and refine with user research.
A draft product backlog with epics and user stories.
Then what? (sample session outcomes)
Identified problems to explore in a design studio session.
Then what? (sample session outcomes)
So what?
Human-centered focus to infuse project• Empathy for the user• Consensus among team, stakeholder buy-in• Enlightenment (self realized)• Unified vision
Useful and convenient resources
Design Thinking: Lead Change in Your OrganizationCreating the Journey Map (preview video)Turi McKinleyLynda.com
How to Create a Customer Journey MapMegan GrockiUXMastery.com
Guide to Experience MappingAdaptive Path
Mapping Experiences: A Guide to Creating Value through Journeys, Blueprints, and DiagramsO’Reilley Media WebcastJames Kalbach
Mental Models: Aligning Design Strategy with Human BehaviorIndi Young
