experience mapping workshop interaction south america 2014
TRANSCRIPT
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Interaction14South AmericaEl evento de Diseño de Interacción y Experiencia de Usuario más importante de Latinoamérica.
B U E N O S A I R E S
Experience Mapping Workshop A Technique to Understanding the Journey
John Labriola @john_labriola
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AgendaSection 1 (9:30am - 11:00am)
• Definition
• Prepping
• Gathering data
Break (11:00am - 11:45am)
Section 2 (11:45 - 1:00pm)
• Mapping
Lunch Break (1:00pm - 3:00pm)
Section 3 (3:00pm - 3:50pm)
• Visualizing
Break (3:50pm - 4:40pm)
Section 4 (4:40pm - 5:30pm)
• Using
• Q&A
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Definition !
“Users are not always logical, at least not on the surface. To be a great designer you need to look a little deeper into how people think and act.” !
- Paul Boag
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A method for understanding the interactions of a set of connected experiences between a user and organization that happen across channels over time and space
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A technique for storytelling. !
Telling a rich in-depth story of someone’s experience.
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But it’s not just a deliverable, it’s also about the team’s experience in its creation.
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They come in many variations: !
• How things are • A vision of how they could be • Broadly focused • Narrowly focused
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Prepping !
"Ask the right questions if you're going to find the right answers.” !
- Vanessa Redgrave
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Answers these questions: !
• Why are you going to do this? • What is the is the desired outcome? • How will it be used? • By whom? • When do you need it?
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Recruit a diverse team of people: !
• Active and committed to the project • Mix of designers, engineers, product,
marketing, support, etc… • Block out their calendars • Teams should be 4-6 people • Teams should be balanced mix of
different roles • Keep it to 3 teams max
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Get the appropriate space: !
• Large empty wall • Visible location • People can easily move around • A table • Dedicated
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Get the right materials: !
• Butcher or kraft paper or a large whiteboard
• Lots of sticky notes • At least 5 different colors • 1 set of the larger ones
• Sharpies! Fine and thick tipped • Painters tape
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A note on doing this remotely: !
• Try a hybrid model • A room with a projector • Collaboration: Hangouts, GoTo,
Skype, etc… • Virtual wall: Murally
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Running the session: !
• Bring copies of research • The materials • A prep presentation to guide the
activity • Take pictures to document the day to
share with others and digitize your work • Don’t forget to schedule breaks • Make sure there are snacks and drinks
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Gathering Data !
“People’s behavior makes sense if you think about it in terms of their goals, needs, and motives.”
!
- Thomas Mann
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You want a mix of data sources: !
• Qualitative and quantitative • Behavioral and attitudinal • You want to look for:
• Touchpoints • Channels • Context • Behaviors • Attitudes • Motivators
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Touchpoints !
• The intersection or interaction between a person and an organization
• Triggered by a need or desire • Every touchpoint is an opportunity to
engage with your customer • Examples: Buying headphones,
reviewing products, contact support
Buying headphones
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Channels !
• The medium in which the interaction between a person and an organization takes place
• How they move between them • Use them side by side • Examples: Kiosk, in store, website,
app
Kiosk
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Context !
• When, where, with whom the engagement takes place
• Example: At the airport, with a kiosk, right before boarding a flight, colleagues are waiting at the gate.
At the airport
Alone
Waiting for flight
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Behaviors !
• What are they doing? • Example: She is evaluating her
options based on price, brand, and if it has noise cancellation. She wants to pay with her amex credit card.
Evaluating based on…
Purchasing with…
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Motivators !
• Why are they doing this? • Think goals, needs, desires,
addressing pain points, etc… • Example: Because she lost her old
headphones and needs new ones. She wants headphones so she can sleep better, because planes are noisy.
Wants headphones for…
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Attitudes !
• How they feel • What are they thinking • Watch for what they say they do vs.
what they actually do • Example: Confused because there
are a few brands she hasn’t heard of. And rushed because she has a plane to catch.
Is confused about…
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There are a few ways to synthesize the data: !
• Touchpoint inventories • Empathy mapping • Affinity diagraming • Concept mapping • And more…
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Activity - Touchpoint Inventory• Hotel experience
• Go through the research provided, but feel free to add your own info
• Look for touchpoints, channels, context, behaviors, motivators, attitudes
• Put touchpoints on one color, channels on another, and so on
• Group them around a touchpoint
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Break11:00am - 11:45am
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Building the Map !
“While each discipline on the product team has its role to play, it is the true teamwork and collaboration of a cohesive product team that makes great user experiences possible.”
!
- Pabini Gabriel-Petit
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The core building blocks: !
• Lenses • Journey
• Stages • Behavior • Insights
• Takeaways
Lenses
Journey
Takeaways
Stages
Behaviors
Insights
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Lenses: !
• The filters in which to view or evaluate the journey
• Good sources are personas, design principles, KPIs, experience attributes, and value propositions.
• Ex: George Persona
Lenses
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Journey - Stages !
• Breaking down the journey into sections
• Ex: App Store: Search, Review, Purchase, Use
Journey
Stages
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Journey - Behavior !
• What are they doing? • Based on a touchpoints • Includes channels and context • Don’t try to show everything • Go back to why you’re doing
this • Ex: Buying headphones, kiosk,
airport, alone…
Journey Behaviors
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Journey - Insights: !
• Include a mix of qualitative and quantitative data points
• Keep consistent with the model you choose to help tell the story
• Quote that reinforces the theme • Ex: 50% of surveyed people
purchase based on price
Journey
Insights
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Takeaways: !
• These are the key points that you want people to walk away with
• It could include recommendations, new opportunities, insights, new principles
• Should not be overly detailed • Ex: Accept more payment
options Takeaways
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Remember why you are doing this and choose the data and components fit with that model.
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Think about your audience and their needs: !
• What will draw them in and make them care?
• What details can you include to help them understand the story?
• What kinds of insights would they find valuable for their job?
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And remember that this is a technique for storytelling. !
So again choose the data and components that help tell a rich in-depth story of the experience.
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Activity - Lenses, Journey, Insights• Write out what lenses you want to use to view the journey
• Think about what part of the journey you want to focus on
• Write out the stages you want to show
• Organize your touchpoints by stage
• Fill in other parts of the journey that are missing to tell the story
• Read aloud the story end to end a few times before committing to it
• Hold off on the takeaways section
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Lunch Break1:00pm - 3:00pm
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Visualize !
“…rather than create distancing caricatures, tell stories… Look for ways to represent what you’ve learned in a way that maintains the messiness of actual human beings.” !
- Steve Portigal
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And remember again, that this is a technique for storytelling. !
So create a visualization that helps tell a rich in-depth story of the experience.
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You want a core message you really want to get across. !
So go back to why you are doing this and create a visualization of the data in a way that fits with that model.
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Put your visual designer hat on: • Typography • Color • Gestalt principles • Whitespace • Iconography • and anything Tufte would say
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Then think about how you can visually show the other data points
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Layout: Timeline View
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Layout: Cyclical or wheel view
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Paths: • Straight thru • Meander • Cycle
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Showing highlights and lowlights
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Feel free to move the blocks around and play with the structure.
Lenses
Takeaways
Stages
Behaviors
Insights
Insights
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Activity - Visualize
• Pick the message that you really want to get across
• Sketch out a few ideas and narrow it down to one
• Then think about how you can visually show the other data points
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Break3:50pm - 4:40pm
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Using the Map !
“Designers need to be more than ambassadors, they need to be fully functioning and fully aware members of strategic decision-making teams in a company.”
– Nathan Shedroff
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Do you need to digitize? Yes if: !
• it’s for a client • if people are distributed • if it’s going to be used in meetings for
decision making
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What tools? !
• Anything you’re comfortable with • And meets the needs of the fidelity • I’ve used:
• InDesign • Keynote • Illustrator • Balsamiq Mockups • Murally (for remote sessions)
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Drive consensus on reality and build empathy for your users
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Identifying opportunities
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Orchestrate the touchpoints… and busting any silos
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Drive consensus a vision
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Lead into a deep dive into a particular part of the journey
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Input into further analysis or brainstorming activities
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Get focused on what matters and prioritizing the team and the roadmap
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Activity - Opportunities Ideation
• Write out opportunities, one per sticky note
• Tag them to a stage
• Look for any that might be global and state as such
• Place these at the bottom of you map, in the takeaways section
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Conclusion !
“As the designer moves from data, to information, to knowledge and then to wisdom, the problem being solved changes from a single dimensional issue of aesthetics or organization to one of selective contextualization, and then to one of experience.” !
– Jon Kolko
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More Reading!• Mapping: http://mappingexperiences.com by Adaptive Path (also see Chris
Risdon’s writings on their Ideas Blog)
• Mapping: How to Create a Customer Journey Map by Megan Grocki
• Sensemaking: Exposing the Magic of Design by Jon Kolko
• Visualizing: Communicating Design by Dan Brown
• Visualizing: Envisioning Information by Edward Tufte
• Running workshops: Gamestorming by Dave Gray, Sunni Brown, James Macanufo
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No deje de completar su evaluación online
isa.ixda.org/encuesta¡Muchas gracias!
Interaction14South America
B U E N O S A I R E S
Experience Mapping WorkshopJohn Labriola / @john_labriola