1 / 56

UX Fundamentals Part 3: Journey Maps, Stories, and Scenarios

Learn how to use journey maps, user stories, and scenarios in user experience design. Explore strategies for success and discover UX methods and tools.

sullivane
Download Presentation

UX Fundamentals Part 3: Journey Maps, Stories, and Scenarios

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. WEBINAR User Experience Fundamentals, Part 3: Journey Maps, Stories, And Scenarios Kelly Price, Researcher February 8, 2017. Call in at 10:55 a.m. Eastern time

  2. Agenda • Introduce journey maps, user stories, and user scenarios • Dig deeper into each tool and how it applies to user experience design • Go over strategies for success

  3. UX methods and tools

  4. UX methods and tools

  5. Journey maps, user scenarios, and stories are a range of time-based methods that depict how customers interact with products within a broader narrative context.

  6. Scenarios, maps, and stories have different use cases • User scenarios add context to users’ goals. • Journey mapsexpand on scenarios to deepen context, and identify pain points and new experience possibilities. • User stories help define and organize the specific features needed to create the desired experience.

  7. It starts with your customers . . .

  8. Maps, scenarios, and stories have different use cases • User scenarios add context to users’ goals. • Journey mapsexpand on scenarios to deepen context, and identify pain points and new experiences. • User stories help define and organize the specific features needed to create the desired experience.

  9. User scenarios are the stories and context behind why a customer or customer group uses your product. These stories help teams explore the set of tasks and interactions required to make an effective design.

  10. Scenarios are rooted in personas Persona

  11. Scenarios are rooted in personas Persona Goals

  12. Goals fall into three core categories Aspirational Overarching desire that influences customer behavior Be well informed. Tactical Explicit objective for an interactionwith the company Research vehicle specifications. Request quote from dealer. Implementation-specific Explicit objective for an interaction that is specific about how to achieve it Customize vehicle configurator.

  13. Scenarios are rooted in personas Persona Goals Browse information or learn more on a generic topic. “Have not figured out if there are any benefits available to help me with my situation at the present time.”

  14. Scenarios are rooted in personas Persona Goals Scenario Browse information or learn more on a generic topic. “Have not figured out if there are any benefits available to help me with my situation at the present time.”

  15. Crafting a good scenario Describes motivations and goals Outlines specific task(s) that need to be accomplished Is linked to a persona (or key user group) Constructs a sequence of events

  16. Scenarios take different forms NARRATIVE DESCRIPTIONS

  17. Scenarios take different forms STORYBOARDS

  18. Scenarios take different forms SCENARIO MAPS Steps Questions Comments Ideas

  19. Using scenarios in product development » Create based on personas. » Prioritize products and features to be developed. Plan Launch Support Design Test Build

  20. Using scenarios in product development » Create based on personas. » Prioritize products and features to be developed. Plan Launch Support Design » Use scenarios to ideate and develop design concepts and prototypes. Test Build

  21. Using scenarios in product development » Create based on personas. » Prioritize products and features to be developed. Plan Launch Support » Refine scenarios based on further research and testing as projects develop. Design » Use scenarios to ideate and develop design concepts and prototypes. Test Build

  22. Maps, scenarios, and stories have different use cases • User scenarios add context to users’ goals. • Journey mapsexpand on scenarios to deepen context, and identify pain points and new experiencepossibilities. • User stories help define and organize the specific features needed to create the desired experience.

  23. Customer journey maps are documents that visually illustrate customers’ processes, needs, and perceptions throughout their relationships with a company.

  24. At a minimum, all customer journey maps . . . • Focus on a specific customer • Depict a goal-oriented scenario • Include essential data on the customer’s experience

  25. . . . with a specific scenario Activities that take place . . . for a specific customer Points of the journey. . . Customer’s emotional perception

  26. Creating a journey map Collectinternal insights. Developinitial hypotheses. Researchprocess, needs,and perceptions. Analyze customerdata. Map thejourney map.

  27. Journey maps can be current- or future-state

  28. Different map types drive different outcomes Phase 4 Differentiate Future-state journey mapping efforts reinvent or create new experiences. Phase 3 Optimize CXmaturity Phase 2 Elevate Current-state journey mapping efforts find and fix problems. Phase 1 Repair

  29. Translating a scenario into a journey map

  30. Translating a scenario into a journey map

  31. Using journey maps in product development » Translate key goals and scenarios into journey maps. » Model journeys based on research. Plan Launch Support Design Test Build

  32. Using journey maps in product development » Translate key goals and scenarios into journey maps. » Model journeys based on research. Plan Launch Support Design » Identify pain points with current-state maps and new possible experience with future-state maps. » Ideate design ideas to address pain points or implement future visions. Test Build

  33. Using journey maps in product development » Translate key goals and scenarios into journey maps. » Model journeys based on research. Plan Launch Support » Iteratively prototype ideated solutions. » Refer to maps to keep context in mind throughout design process. Design » Identify pain points with current-state maps and new possible experience with future-state maps. » Ideate design ideas to address pain points or implement future visions. Test Build

  34. Using journey maps • Identified key gaps in UX. • Ideated 110 potential experience improvements. • Informed project prioritization. • Led to increased internal collaboration. • Inspired co-creation efforts.

  35. Maps, scenarios, and stories have different use cases • User scenarios add context to users’ goals. Journey mapsexpand on scenarios to deepen context, and identify pain points and new experience possibilities. • User stories help define and organize the specific features needed to create the desired experience.

  36. User storiesare short, simple descriptions of a feature told from the perspective of the person who desires the new capability. They describe who the user is, what they want, and why they want it and are used in Agile development to organize feature development and to help teams stay user focused.

  37. Creating user stories • Identify the persona(s) you’re designing for. • Prioritize persona(s)’ key goals. • Refer to scenarios and journey maps. • Identify user’s tasks and activities related to goals. • Brainstorm features to support those tasks.

  38. Good user stories should be . . . • Independent • Negotiable • Valuable • Estimable • Small • Testable

  39. As a [persona/role], I want [some goal], so that [some reason or benefit].

  40. As [Linda], I want [tosearch for federal grants online], so [I can figure out which ones I’m eligible for]. Find the right website. Search for eligibility. As [Linda], I want [to find information online], so [I can get financial assistance]. As [Linda], I want [toaccess federal benefits applications], so [I can apply for financial aid]. Search for benefit applications. Get assistance with application.

  41. Story mapping

  42. Persona’s primary activities Story mapping

  43. Persona’s primary activities Primary tasks for each activity, organized chronologically Story mapping

  44. Persona’s primary activities Primary tasks for each activity, organized chronologically Story mapping Individual features to be developed

  45. Persona’s primary activities Primary tasks for each activity, organized chronologically Story mapping Document development status Individual features to be developed

  46. Story maps guide you from MVP to fully developed

  47. Using user stories in product development » Translate user goals, scenarios, and journey maps into user stories. » Combine stories into story maps. Plan Launch Support Design Test Build

More Related