Best Practices for Journey Mapping

Description

There's a lot of buzz these days about User Journey Maps, Customer Journey Maps, Buyer Journeys, and Employee Journeys.  But there's very little about how to make a *great* journey map, meaning a map that results in tangible impacts to the the business or the product.

This course is based on interviews with over 60 journey mappers. Whether you are brand new to journey mapping or frustrated with the lackluster impact of your previous maps, this course has insights to set you up for success..

You'll learn 4 principles for maps with impact, plus best practices for each:

Principle #1: Journey Maps need to be Focused: A high impact journey map has a clear reason for existing: clear objectives, audience, etc. When people don't take the time to get focused, it shows. You need to be clear and aligned on what you are mapping, why you are mapping it, how it will be used, etc.

Principle #2: Maps need to be based in Data: A map with impact is based on solid understanding of people's process, needs, pain points, etc. Use insights from existing & journey-focused qualitative interviews, quant surveys, & data analytics to inform your map.

Principle #3: Maps need to be Customized: Map illustrations need to be tailored based on their objective, their audience, etc. A micro-interaction or map for a design sprint will be very different than a map intended to inform roadmapping or strategic decision

Principle #4: Maps need to be well Integrated: So often maps land with a thud and fall short of their full impact because they are delivered ("thrown over the fence") and then abandoned. It's very important to help your team/client learn how to use the map and how to integrate it into their existing processes.

And one more underlying principle that underlies all of the others: Maps need to be collaboratively created: What's a main differentiator for maps with impact? Collaboration. The involvement of diverse team members throughout the entire process - from planning, through research, early mapping, and launch. 

What You Will Learn!

• You'll learn why collaboration is key for journey mapping (it's more about the mapping than the map), + ideas on how to make journey mapping more collaborative
• You'll learn the 6 facets to cover in a "mapping brief": Why, For Whom, What, Who, When, & With Whom
• You'll learn how to use a simple emotional trendline to capture user journeys in qualitative interviews, plus other insights into rooting maps in data
• You'll learn how maps are customized based on the objectives, audience, fidelity of the data, and company/team culture.
• You'll learn how to maximize the chance your map is used and has maximum impact

Who Should Attend!

• Primarily intended for UX/Market/CX Researchers
• Designers, PMs, Content Strategists & others may also benefit

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