In this session we will explore the missing opportunities for journey maps to have a broader impact. We will explore not just how to use them to transform the “what, when and where” for the content you provide for your audiences, but also how to use them as a tool for change management and shifting organisational culture.

1. Land
acknowlegement
I live on land which has long served as a site of meeting and exchange
amongst Indigenous peoples, including the Haudenosaunee and
Anishinabeg nations. I acknowledge and thank the diverse Indigenous
peoples whose presence marks this territory.

2. Creating audience
journey maps that
transform how
you work
Slides: https://mcgill.ca/x/UFP

3. Joyce Peralta
Manager, Digital Communications at McGill University
user experience | web governance | web strategy
Hi, I’m Joyce
linkedin.com/in/joyceperalta
@theotherlondon

4. What is a
journey map?

6. Benefits of
journey
mapping
● Develop empathy to maintain user
focus
● Identify opportunities for
improvement
● Create strategic alignment
through a shared frame
of reference

7. Journey map
process
1. Identify goals and areas of interest
○ Who? What journey?
2. Establish a team
3. Collect existing data
4.Conduct additional research
5. Analyze data and produce
a visualization that illustrates
the user journey

8. Understanding
audience
journeys

9. Shared
understanding
of audience
journeys

10. Community of practice
Community governance
Community

11. What is a
journey map?

12. Shared
learning and
discovery
Photo by Timon Reinhard on Unsplash

13. Benefits
● Establishes a shared frame of
reference
● Facilitates inclusive discussion
● Creates opportunities for
innovation
Institutional

14. What to do ● Build accessible maps
● Use platforms that facilitate
collaboration and discussion
● Use common markup
language

16. Facilitate
collaboration
Photo by Obie Fernandez on Unsplash

17. Institutional
Benefits
● Increase understanding of
audience experiences
● Build appreciation for
diverse perspectives
● Make shared choices
based on audience
preferences

18. What to do ● Be intentional about the
purpose of your discussions
● Equalize participant
experience
● Build psychological
safety

20. Enthusiasm and
excitement for
pursuing a common
purpose
Photo by Daniele Levis Pelusi on Unsplash

21. Institutional
Benefits
● Illustrates challenges
● Highlights opportunities to provide
support
● Facilitates reflection and
discussion

22. What to do ● Identify an ideal future state
● Look for connections between
diverse perspectives/domains
● Apply established methods
of reflection and
discussion

24. Journey maps
can improve
your audience
experiences.

25. Benefits of
journey
mapping
● Develop empathy to
maintain user focus
● Identify opportunities for
improvement
● Create strategic
alignment through a
shared frame of
reference

26. Journey maps
can transform
the way you
work.

27. Benefits of
journey
mapping
● Provide opportunities for
shared learning and
discovery
● Facilitate collaboration
● Generate enthusiasm and
excitement around
pursuing a common
purpose

28. Creating audience
journey maps that
transform how
you work
linkedin.com/in/joyceperalta
@theotherlondon