Let’s borrow a page from design thinking to quickly bring stakeholders together as they see the experience through the customer’s eyes, and begin to understand challenges users face. Sketch a customer journey map for early cross-functional consensus and human-centered product vision. 1. Start with an empathy map activity 2. Identify a primary user scenario 3. Identify touch points and channels in the user scenario 4. Map the journey (scenario) with an affinity diagram activity capturing all interaction and emotional highs and lows In the end, the team will have: • gained internal consensus on what the customer experience should be across channels • established assumptions about the customer’s mindset and goals that can inform user research and product planning • begun to communicate a new, customer-centric product vision and framework for telling the product story and creating user stories These collaborative sessions can be as short as 90 minutes to 2 hours, but we’ll cover it in 30 minutes. About David Scharn UX Architect Over 20 years in high tech product and information design, including human factors, usability assessment, user research, information architecture, interaction design, content design, technical writing, user experience design.

1. ©
2014
Virtusa Corporation.
All
rights
reserved
|
1
The Primitive Journey
Map
for a
Unified 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?

2. ​Why
this
activity?
Engage stakeholders:
• Empathy
• Consensus
• Enlightenment
• Unified vision

3. ​A
bit
about
design
thinking
Elements of design thinkingin this exercise:
• Human-centered
• Ideation – divergent and convergent
• Collaborative, cross-functional
• Iterative, experimental, embraces uncertainty

4. ​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

5. ​Primitive
​A
journey
map
does…

6. ​Whose
journey?
Empathy
Map
Identify user role on which to focus

7. 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.

8. Improve participant responses with prompts
​Whose
journey?
Empathy
Map

9. ​Whose
journey?
Empathy
Map

10. Convergent thinking
Synthesize
​Whose
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?

11. ​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?

12. 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?

13. Divergent thinking
​Chart
the
journey
collaboratively

14. ​Chart
the
journey
collaboratively
Don’t forget the parking lot for enthusiasticideas not related to this journey.

15. ​Synthesis
and
revelation
Enlightenment – for each touch point:
• Does it feel good? Green dot
• Does it feel bad? Red dot

16. Convergent thinking
​Synthesis
and
revelation

17. ​Synthesis
and
revelation
Convergent thinking
Identify below post-its gaps between what user needs and what product
offers

18. ​Synthesis
and
revelation
Convergent thinking
Dot vote on top issues to address.

19. ​Then
what?
​(sample
session
outcomes)
Draft persona or profile to validate
and refine with user research.

20. A draft product backlog with epics and user stories.
​Then
what?
​(sample
session
outcomes)

21. Identified problems to explore in a design studio session.
​Then
what?
​(sample
session
outcomes)

22. ​So
what?
Human-centered focus to infuse project
• Empathy for the user
• Consensus among team, stakeholder buy-in
• Enlightenment (self realized)
• Unified vision

23. ​Useful
and
convenient
resources
Design Thinking: Lead Change in Your Organization
Creating the Journey Map (preview video)
Turi McKinley
Lynda.com
How to Create a Customer Journey Map
Megan Grocki
UXMastery.com
Guide to Experience Mapping
Adaptive Path
Mapping Experiences: A Guide to Creating Value through Journeys,
Blueprints, and Diagrams
O’Reilley Media Webcast
James Kalbach
Mental Models: Aligning Design Strategy with Human Behavior
Indi Young

24. ©
2014
Virtusa Corporation.
All
rights
reserved
|
24
Thanks
David Scharn
dgscharn@gmail.com
781.775.6321