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1 DESIGN PROFESSIONALS: AN ONLINE WHITEBOARDING HANDBOOK INVISION 2 FLOWCHARTIN

1 DESIGN PROFESSIONALS: AN ONLINE WHITEBOARDING HANDBOOK INVISION 2 FLOWCHARTING: AN ESSENTIAL FIELD GUIDE INVISION Journey maps are commonly used in the planning process of a product, INTRODUCTION for viewing business operations from a customer’s POV, and to empower a better digital experience. A journey map helps organizations develop a deeper understanding of the paths prospect and current customer personas take to get to a desired end goal. A journey map can come in many forms, but the general idea stays the same — visualize an experience within your design, product, or process from a user perspective to better understand their interactions with your company and uncover opportunities for improvement. 3 FLOWCHARTING: AN ESSENTIAL FIELD GUIDE INVISION In this guide, we will explore: • What is a journey map and why is it important? • How can you use journey mapping within your team? • Are there different types of journey maps? • How do you create a successful journey map? Let’s get started. 4 FLOWCHARTING: AN ESSENTIAL FIELD GUIDE INVISION What are journey maps? You’ve probably heard the overused Ralph Waldo Emerson quote, “it’s about the journey, not the destination.” In the case of journey mapping, it’s a little bit of both — there should be equal attention paid to the entire path that current customers or potential buyers take to the desired end goal. In practice, a journey map is a diagram that uses customer data, interactions, and real users to help you make the most impactful user experience possible. Why do journey maps matter? So, why is journey mapping important to your planning processes? For instance, when designing or creating products that are both useful and memorable, there is nothing that’s more paramount than cultivating a user-centric approach to your work. You can design just for the sake of aesthetics, but in order for the design to be successfully used there needs to be an understanding of the real needs and actual experience of an end user. This is where journey mapping comes in. 5 How do journey maps take shape? Visually, a journey map is a diagram that displays a process that a user goes through in a sequential timeline. It can include images or mockups of each process a user has to ‘journey’ through, with arrows indicating the order of each step. Typically, a journey map focuses on showing the following: • How users discover your product • Their first experience with your product • How they move through your product • Their interactions throughout the experience • Do your users have a meaningful journey while make it to your desired end goal Additionally, the map can include insights and notes from your team about each step in the process. 6 Journey maps are frequently used by many teams, including: • User experience research teams to determine customer experiences within a product • Digital product designers to understand user interactions and to improve or make changes to their design • Marketing teams to learn more about how their audience moves through their site on the path to purchase To construct a successful journey map with your team, there are key components that give the map value, including establishing an end goal. An end goal gives you a reason to create the map. Before you even start building a journey map, ask yourself key questions to identify your goal. Do you want someone to reach a certain page in your product? Or maybe sign up for a free offer? Define the end goal of the journey map to produce a successful diagram of a user’s experience in reaching that end goal. How do you journey map successfully with your team? 7 A journey map should also give you a tangible starting point. A key component to a journey map is to use real users and their data to create journey maps that are realistic to the user’s POV. Employ user research to map a user’s real journey and the ideal end goal. Real journeys lead to real feedback. This feedback in turn creates meaningful changes and insights for a better journey. Another key component is ensuring that all colleagues have visibility of the journey map. We recommend a digital collaboration platform. This gives your team the ability to identify inconsistencies and pain points within a typical user journey. Shared visibility also secures common ground where everyone from individual teams to leadership-level stakeholders can translate and discuss the journey map with ease. 8 FLOWCHARTING: AN ESSENTIAL FIELD GUIDE INVISION Dos and Don’ts of Journey Maps So what should and shouldn’t be included in a journey map? Well, there are plenty of dos and don’ts that help you create the best journey map possible. Dos • Utilize user research to compile data needed for a better idea of a user’s journey • Focus on audience’s issues they encounter and how to solve those issues within their journey for a more seamless experience • Establish your end goal because one is needed to understand what you’re journey mapping for • Make your journey map visible so everyone working on it can share input, make updates, and ask questions Don’ts • Don’t wait to bring in key cross-functional stakeholders. Invite them into the process early in order to ensure alignment every step of the way. • Don’t forget about all users. This is a user-centric journey so don’t forget to map for both internal and external users. • Don’t get too focused on one user’s feedback on their journey. It’s about the group of users or persona, not one specific user with negative feedback. • Try not to distort your audience by using inaccurate data or none at all. Using real users’ journeys to receive critical feedback and insights is a must. 9 FLOWCHARTING: AN ESSENTIAL FIELD GUIDE INVISION One useful journey map to always know One frequently used journey map is a customer journey map. Commonly referred to as a CJM, they ensure the solutions your team ideates, prototypes, and tests will be much more informed— and they’ll ultimately save you from costly redos or major errors. 10 FLOWCHARTING: AN ESSENTIAL FIELD GUIDE INVISION Customer journey maps emphasize user needs in the design process from beginning to end. They demonstrate: • A company’s goals • How they’re not meeting the user’s needs and the solutions for those needs • Help clearly identifying the user’s experience from start to end They place real user data (through personas) in front of team members, decision-makers, and key stakeholders. In turn, this generates one essential element to good user experiences and that is empathy. A customer journey map has five key steps in pinpointing a user’s journey to ease their path to an end goal for a more successful product, service, or experience. 11 FLOWCHARTING: AN ESSENTIAL FIELD GUIDE INVISION Step 1: Define the user Start with data. You need to understand and empathize with your users before the process even begins. This analysis should help you create the ideal user persona (aka who the customer journey map is focused on). Step 2: What is the problem? Define the key problems users are experiencing along their journey. This should be a shared goal, so be sure to collaborate with your team on a collective vision. Step 3: The design process Narrow down your team’s ideas to create a user-centric solution and/or design to your established problem you are solving for. Step 4: Prototype your design Whether creating a low-fidelity or high-fidelity prototype, keep your CJM handy. It will be your reference to ensure you’re creating a user-centric solution. Step 5: Testing Your CJM should be a reference to conduct your prototype testing. Testing shows the improved journey in comparison to where or what you started with. Take a look at how American Express makes seamless, personalized digital experiences with customer journey mapping. 12 FLOWCHARTING: AN ESSENTIAL FIELD GUIDE INVISION How to Journey Map Here is how to make your very own journey map. Step 1: Begin with your goal. What is your end goal? Establish what you want to get out of this journey. 13 FLOWCHARTING: AN ESSENTIAL FIELD GUIDE INVISION Step 2: Create your user persona. You should create a proto-persona, ideal target users and/or the audience of a product based on the assumptions of stakeholders, of whomever you currently consider your primary user. This can be done by leveraging user research to better understand what type of user is being targeted in your journey map. Take into account internal, external, and any other users you can think of to create the ideal persona. When building your ideal persona, make sure you do not neglect the user’s needs and problems. Once you formulate the user persona, then you can get started on building out your journey map. Step 3: Create your map. Your map should be heavily user-focused while still being considerate of your company’s goals and needs. When creating your map, keep your design challenge and proto-persona in clear eyesight—you should uploads/Geographie/ journey-mapping-guide.pdf