User Journey Mapping
Description
A user journey map is a powerful asset that's used to understand how people use our products. It is an essential tool for building websites, applications, and services. By visualizing user goals, phases in the journey, tasks, pain points, and sometimes feelings, a map can help teams build products by showing a global view of the user's journey, bringing stakeholders and product teams together. It can be used to brainstorm new opportunities, fix issues, design new services, and understand gaps within an organization.
This book will show you how to research, present, and use a user journey map. You'll learn:
- What a user journey map is, and what it's useful for
- The different types of maps and how to use them
- How to conduct user research for mapping
- How to run workshops
- How to use your maps effectively
More details
Person
Stephanie Walter is a User Researcher and Designer who focuses on building user-centered, inclusive and accessible products and services. She spent the last 11+ years helping her clients in different industries (banking, financial, automotive, healthcare, press, travel, etc.) deliver successful projects to their audience, all the way from strategy to the final product.
Content
- User Journey Mapping: Visualize User Research, Brainstorm Opportunities, and Solve Problems
- Notice of Rights
- Notice of Liability
- Trademark Notice
- About SitePoint
- About the Author
- Preface
- Who Should Read This Book?
- Conventions Used
- Code Samples
- Tips, Notes, and Warnings
- Supplementary Materials
- Chapter 1: An Introduction to User Journey Maps: What They Are, and What They're Useful For
- What Is a User Journey Map?
- Alternative Names
- What to Include in a User Journey Map
- The Utility of a User Journey Map: a Real-world Example
- The benefits of User Journey Maps
- Potential User Journey Map Pitfalls
- Conclusion
- Chapter 2: The Different Types of Maps and How to Use Them
- The Current or As-is Journey Map
- Hypothetical Discovery Map
- (Desired) Future Journey Map
- Disaster User Journey Maps
- Other Useful Types of Maps
- Task Analysis Maps
- Process Maps
- Service Blueprints
- Conclusion
- Chapter 3: Conducting User Research
- What to Focus User Research On
- Preparing for Research
- Conduct Stakeholder Interviews to Define Objectives
- Is There Any Data Already Available?
- Prepare a Research Plan with Scope and Target Audience
- Timeline, Budget and Resources
- Indirect Quantitative Data Gathering Methods
- Website Analytics Data
- Session Replays
- On Using Surveys for Research
- Qualitative and Direct Research Methods
- User Interviews
- Observational Studies
- Diary Studies
- Conclusion
- Chapter 4: How to Run Workshops
- A Collaborative Exercise Based on Data
- Preparing for the Workshop
- Who to Invite?
- Preparing the Map Template
- Planning the Workshop, Supplies and Room
- Invite People to Participate
- Launching the Workshop
- Presenting the User Research
- Presenting the User and Journey Scope
- Using Existing Research to Fill Out the Map
- Starting with the Journey Phases
- Narrowing It Down: Filling in the Columns
- Discussing Opportunities and Improvements
- Thanking Participants
- It's an Iterative Exercise
- Alternative Versions of the Workshop
- Workshops Based on Hypotheses, or for Future or Disaster Maps
- Iterative "Filling the Blanks" Workshops
- Analysis and Opportunities Workshops
- Conclusion
- Chapter 5: Using Your Map Effectively
- Cleaning Up the Map and Turning It into a Visual Artifact
- Share It with Your Teams
- Using Maps to Drive More User-centered Products and Decisions
- Quality Assurance and Product Evaluation
- Bringing User Data to an Opinion Fight
- Identifying Pain Points and Processing Issues to Solve
- Example: a Notification Delay
- Sharing a Vision and Planning a Roadmap Priority
- Design and Research Knowledge Sharing Tool
- Deciding on the Next Points to Improve and Actions to Take
- Example: a Priority Matrix
- Keeping the Map Up to Date
- Conclusion
