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The first place we’ll start when mapping a user journey are the phases of their journey.
Handouts:
Further Reading:
- User Journeys - The Beginner's Guide, by Chris Mears - The UX Review explores when, why, and how to document a user’s journey.
- Customer Journey Touchpoints and how to use them
- Customer Journey Maps - Interaction Design Foundation’s take on User Journeys
- 7 Steps to Understanding User Behavior: A Deep Dive, by Adam Fard - Understanding user behavior is key to finding out how users interact with your product.
- The Scientific Approach to Designing for Behavior Change, by Kristen Berman and Dr. June Park John - There’s a gap between what consumers say they’ll do and what they actually do. How do we bridge this gap and design products based on actual consumer behavior?
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The phases of a journey map are sort
of like the chapter titles of a book.
0:00
In our example, Stable Sarah wants to
purchase a weekender pass to EmmaCon,
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our fictitious rare gem conference.
0:10
But she finds that she has a difficult
time accomplishing that task.
0:13
Using the information that we've gathered,
0:17
Stable Sara's phases when going through
the checkout process are explore site,
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commit to purchase, active purchase,
and receive tickets.
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In these phases, we'll be able to isolate
where her experience's pain points lie.
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The remaining three sections
of the journey map are doing,
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thinking and feeling.
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You'll treat these sections similarly
to how you would treat an empathy map.
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But as mentioned previously,
you'll factor in time and action.
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It's worth noting that it can be
fairly easy to confuse the doing and
0:55
phases lanes of your journey map.
1:00
The easiest way to keep them
separate is remembering
1:03
that the doing Post-its
tend to be specific.
1:07
And many doing Post-its
can fit under a phase.
1:11
Take about ten minutes to
fill out your journey map.
1:15
And in the next video,
we can begin looking for pain points and
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where we have design opportunities.
1:22
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