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JOURNEY !                             MAPPING!                             AS INSIGHT TOOL                             a h...
user mental model of process steps                              1     2     3      4             5attributes of process   ...
MAKING THEM EFFECTIVE                     Proprietary & Confidential!                 © 2012 Kim Goodwin | @kimgoodwin
EXPERIENCE / JOURNEY MAPS ARE!NOT ABOUT US  which of our tools they use     who owns those tools  our feature & service id...
JOURNEY STEPS ARE DRIVEN BY DATA         1   2   3      4             5                            Proprietary & Confidenti...
JOURNEY ATTRIBUTES …   A   A   B   B   C   C                            Proprietary & Confidential!                        ...
…ARE WHAT CUSTOMERS / USERS:WANT & NEEDto know, feel, accomplishDOwith what tools & whyTHINK & FEELabout their experience ...
POTENTIAL USES                 Proprietary & Confidential!             © 2012 Kim Goodwin | @kimgoodwin
1 ELICIT & CLARIFY   with interviewees   See what’s available   Pick a few options      - Get informed         - Price & f...
2 ASSESS your effectiveness                          Proprietary & Confidential!                      © 2012 Kim Goodwin | ...
3 FIND OPPORTUNITIES  & commonalities     ✔              ✔         ✔         ✔     ☹        ☹     Proprietary & Confidential!
4 BEGIN SOLVING  for a persona        She wants to know X.        We should show that first.                               ...
maps are ideal tools forPROLONGEDMULTI-CHANNELMULTI-PLATFORMuser experiences                          Proprietary & Confide...
HEALTHCARE EXAMPLE                   Proprietary & Confidential!               © 2012 Kim Goodwin | @kimgoodwin
Uses shared patient data to helppatients achieve better outcomes- immediate support- tracking- long-term research         ...
GOAL: BROADEN AUDIENCE                                      in-home & remote ethnography                  decision-making,...
WHAT WE FOUND                 was remarkable consistency                                                                  ...
Experiencing a change!                           !                        Seeking          Getting                        ...
I WOULD LOSE CONTROL                              IN MY HAND WHEN I GOT COLD.                              I THOUGHT I WAS...
Experiencing a change!                           !                        Seeking          Getting                        ...
Experiencing a change!                           !                        Seeking          Getting                        ...
I KNEW I HAD PARKINSON’S          TWO YEARS BEFORE           THE NEUROLOGIST AGREED.                                      ...
Experiencing a change!                           !                        Seeking          Getting                        ...
Experiencing a change!                           !                        Seeking          Getting                        ...
I THOUGHT,           ‘AM I GOING TO DIE?’                                                       - on being diagnosed with ...
I TOLD THE DOCTOR              ‘YOU’RE FULL OF SH*T!’              I OWE HER AN APOLOGY.                                  ...
IT’S NICE TO HAVE AN ANSWER            FOR WHAT’S GOING ON. IT           TELLS ME I’M NOT CRAZY.                          ...
Experiencing a change!                           !                        Seeking          Getting                        ...
Experiencing a change!                           !                        Seeking          Getting                        ...
I THINK I GOT A              MASTER’S DEGREE IN AUTISM              THAT FIRST SIX MONTHS.                                ...
I WANTED INFORMATION,                       BUT SLOWER. A                       RIVER, NOT A WAVE.                        ...
MOM AND I ... JUST          COULDN’T TALK TO EVERYBODY.                               - on using a social network for upda...
Experiencing a change!                           !                        Seeking          Getting                        ...
Experiencing a change!                           !                        Seeking          Getting                        ...
people are mastering new skills                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary...
YOU’RE DESPERATE.                        YOU TRY ANYTHING                        THAT ISN’T TOO FREAKY.                   ...
BUY A SATIN                                                                                PILLOWCASE                     ...
Experiencing a change!                           !                        Seeking          Getting                        ...
Experiencing a change!                           !                        Seeking          Getting                        ...
YOU GO FROM NEEDING TO                  KNOW ABOUT AUTISM                                  TO NEEDING TO KNOW             ...
MY NOTEBOOK                                COMES TO EVERY                               DOCTOR’S                          ...
IT OPENS THE DOOR FOR CONVERSATION         BECAUSE YOU FORGET THINGS        - on the value of tracking                    ...
people tell their stories                              to process after the fact                                          ...
Experiencing a change!                           !                        Seeking          Getting                        ...
Experiencing a change!                           !                        Seeking          Getting                        ...
I USED TO WAKE UP AND THINK,         ‘MY GOD, I HAVE PARKINSON’S.’         NOW I WAKE UP AND THINK, ‘MY         GOD, I HAV...
Experiencing a change!                           !                        Seeking          Getting                        ...
Experiencing a change!                           !                        Seeking          Getting                        ...
YOU’RE CONSTANTLY                          DEALING WITH LOSS                                  - on handling his slow decli...
I CAN CONTROL MY                                 BLOOD SUGAR. I GET                                MORE FRUSTRATED        ...
SEEKING BEHAVIOR                                                                                           Experiencing a ...
INFORMATION NEEDS                                                                                           Experiencing a...
When used effectively,JOURNEY MAPS AREINSIGHT TOOLS, NOT PRETTY DELIVERABLES                    Proprietary & Confidential!...
HUGE THANKS!Research team                       Synthesis teamKate Brigham     Jamie Heywood       Kate BrighamMaureen Oak...
THANKS!                              @kimgoodwin                                  Proprietary & Confidential!Image: USGS pu...
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SEEKING BEHAVIOR Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! Information Support THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!© 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.

Publié dans : Design, Formation, Technologie
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