UXPA Boston 2018: Interactive Journey Maps (Jen Briselli)
Presented by Jen Briselli (MadPow)
- Specifically, making journey maps interactive
- Tools, platforms, methods, tutorials out there… but what’s right for our project/client/need?
- no one singular solution
- we make deliverables from scratch, to serve our needs best
- Maps do a lot of things
- Where are we?
- Where do we want to go?
- What’s the route to get there?
- How do we navigate along the way?
- Track my path, give me feedback
- …but interactivity helps maps do those things better.
- At its most basic: some kind of visual artifact that illustrates a path or journey
- A user, customer and steps/actions/experiences over time
- Then layered with other information…
- Thoughts, emotations, qualitative experience
- What channels? Touchpoints? Interactions?
- Behind-the-scenes operational/employee actions?
- Can show both current-state as well as future-state
- Does not mean “just make something digital”
- e.g. first wave of newspapers going online
- Adding an interactive component enhances it, helps make meaning, increase understanding, draws relationships/connections
Financial customer experience
- Financial company wanted to reenvision entire customer experience
- End-to-end experience research, strategy, and design, including…
- Internal stakeholder research
- Customer & employee interviews
- Generated design principles to guide future phases
- Behavioral archetypes (vs. traditional personas)
- Core concepts, key moments in ideal experience
- How do we incorporate all that into the customer’s end-to-end journey?
- Journey map included…
- Experience steps
- Digital “front-of-house” elements
- People-based “front-of-house” elements
- Technical “backstage” implications
- Iterated internally… it was huge: a 40-foot journey map!
- In 2018, stuff is complex!
- But size makes it hard to use… posted on wall internally, and with client during collaborative sessions
- In large meeting, it’s OK, but when it’s done, can’t make it a simple poster
- So… make it interactive!
An linear, interactive journey map
- Not super fancy, but useful!
- Not just a “static PDF” of the giant map
- Allow people to jump from phase to phase, section to section
- Not always one path, more like choose-your-own-adventure
- Includes enhanced content… highlight big opportunities to improve customer experience
- Link to additional detail, sketches, prototypes, recommendations
- Pull your research into the strategy deliverable, so it doesn’t languish in a research report
- Provide rationale for an experience right there in the interactive map
- Zoom in to look more closely on what you’re interested in
- Executive can socialize the vision with the birds-eye-view
- Designer can zoom in on detail for each component
Health experience ecosystem
- Evaluate an existing “health experience ecosystem”… chronic condition (like asthma), align all data swimming around us
- Devices, weather
- Put it together to serve the patient, help them manage condition
- Started with an “ecosystem” map from client… but just a list of parts… very little meaning/connections
- The more we mapped relationships, we realized we need to see in context of a dynamic (non-linear) journey
- Chronic condition management is ongoing, no end
- Shift between equilibrium, and being knocked-out of equilibrium
An circular, interactive journey map
- How do we create a “circular journey”?
- Even more critical to make it interactive! Where are the potential opportunities to intervene for patient?
- Started with an ugly early draft on paper, then made it interactive
- Started with an introduction, an onboarding experience, to understand what they’re looking at
- Tool is pretty esoteric… so start with an interactive story
- Start with patient…
- then data sources around patient…
- then where interpretation of data takes place…
- outer layer is customer experience
- includes highlights of key moments/opportunities
- When you click on a key moment, it highlights the related layers/data in the rest of the map
- Links out to deep dive with recommendations, additional design deliverables
- Improve usability of artifact that has a lot of dense information
- Provide unified UX vision to distributed/remote team
- Better highlight (and back up) key opportunities right in context of vision/journey
- Adapt to a customized format that better captures experience and resonates with internal teams
- Scalable, editable, living design
- Tie recommendations to research artifacts/media
- Skip ahead to interactive journey map, without research/strategy process behind it
- Overcome lack of integration with internal teams
- Don’t need fancy tools and software, can do with team and tools you have in house
- Also, risk that bespoke tool will limit how you implement, decrease your ability to innovate around format
- Provide multiple levels of detail
- Designers need detail
- Developers need summary vision
- Leadership need clear/actionable recommendations
- Think about use cases…
- Make easier to navigate
- Access by remote teams
- Access to details
- Visualize relationships
- The tool is a UX project in itself
- Build time into your process to…
- collaborate with other designers, developers
- evaluate with target audiences & iterate!
- Build time into your process to…
- Think about the content…
- Figure it out first, then design the map
- Don’t “design the airplane as you fly”
- Don’t skip research/strategy phases
- Seek collaboration from stakeholders for buy-in
- Think twice! Not right if…
- you’re a small team with short-term goals
- you’re only mapping status quo
- you’re creating an internal artifact with short shelf life
- you don’t have multiple layers of information to share