A PRACTICAL INTRODUCTION TO JOURNEY MAPPING

15 July 2017, Poiana Brașov, to ASPIRE ALUMNI

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DESIGN THINKING SOCIETY

I N T R O D U C I N G

We are a team o f innova t ion fac i l i t a to rs w i th d i f fe ren t backgrounds .

Our ma in goa l i s to he lp our c l ien ts des ign a be t te r fu tu re .

M A G D A R O P O T A N D R A G O S G A V R I L E S C U A L I N A B A N U L E A S A T U D O R J U R A V L E A

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WHAT IS DESIGN THINKINGDes ign th ink ing re fe rs to the use o f des igner ' s methods to match peop le 's needs w i th what i s techno log ica l l y

feas ib le and a lso v iab le as a bus iness s t ra tegy and oppor tun i t y.

people's needs

feasible

technology viable

business

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DESIGN THINKING

IS HUMAN CENTRIC

Start by empathizing

- identify who your customers are

- discover attitudes, behaviors, needs

- identify opportunities and problems to solve.

Generate and prioritize ideas

- design for moments of delight and usefulness

- prioritize ideas by considering customer value,

business value and feasibility.

- test with real people, all the time

- change, adjust and implement from

the feedback you gather

Iterate, refine and validate

IMMERSION ITERATIONIDEATION

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DESIGN THINKING IS ITERATIVE

D I S C O V E R

O b s e r v e a n d l e a r n f r o m

y o u r r e a l c u s t o m e r s

D E F I N E

S y n t h e s i z e y o u r f i n d i n g s

a n d f r a m e t h e p r o b l e m t o

b e s o l v e d

I D E A T E

F o r m u l a t e a s m a n y i d e a s

a n d f i n d a s m a n y

o p p o r t u n i t i e s y o u c a n

P R O T O T Y P E

P r i o r i t i z e i d e a s , p r o t o t y p e

t h e m f a s t

a n d v a l i d a t e t h e m

A question, a vision

or statement of intent

A clear opportunity or

problem to be solved

A functioning and

proven concept

Solving the right problem Solving the problem right

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IMMERSION & RESEARCH

Qualitative

Quantitative

Attitudinal Behavioral

Focus groups

User interviews

Participatory design

Why & How?

How many?

Usability testing

Field Studies

Prototyping

Analytics

Sales results

Surveys

Customer support

What they say they do. What they actually do.

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“ M o s t p e o p l e d o n ’ t l i s t e n w i t h

t h e i n t e n t t o u n d e r s t a n d .

T h e y l i s t e n w i t h t h e i n t e n t

t o r e p l y . ”

S t e p h e n R . C o v e y

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Brené Brown on Empathy

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Write down what you believe you already know about your users.

Write down what you don’t know but you want to find out.

Create a list of questions that you want to ask.

ALWAYS PLAN YOUR RESEARCH

Don’t be judgmental, Don’t ask leading questions, Don’t ask yes / no questions,

Don’t ask compound questions, Don’t allow one person to dominate,

Don’t get invested or pose as an expert

EMPATHIZE

Try to find patterns and recurring themes.

Be aware of the mental models and behaviors.

Always ask why and go back to research,

WRITE DOWN AND RECORD EVERYTHNG

INTERVIEWS AND FOCUS GROUPS

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W h a t y o u s h o u l d a s k b e f o r e y o u s h u t u p a n d l i s t e n ? .

1. INTRODUCTION

Introducing yourself, any participants and

establish a relationship between you.

2. WARM UP

A set of simple-to-answer questions which get

your users to focus on the task in hand.

3. GENERAL OPEN QUESTIONS

The first truly product specific questions; these

look at the experiences, attitudes, assumptions,

and expectations of the user

4. SPECIFIC QUESTIONS

These go into more detail. This is when you

explore a specific issue in more detail.

5. RETROSPECTIVE QUESTIONS

What has changed with regards to the more

general questions asked earlier?

6. WRAP UP

A simple section where you thank the person for

participating and offer them an opportunity to ask

questions.

respondent

observer

interviewer

THE INTERVIEW

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PERSONAS

S O C I O - D E M O G R A P H I C SBasic demographic, geographic details and profession,

like age, residence country, social class, jobetc.

P S Y C H O – S O C I A L FA C T O R SIs he an introvert or an extrovert? Sensing or intuitive?

Thinking more or feeling more? Likes and dislikes?

WA N T S , N E E D S & F R U S T R AT I O N S Their biggest pains? Resume what they expect and want

(must do) and what frustrates him and annoys (must never).

D E V I C E S , A P P S A N D I N T E R N E T U S EThis could change depending on the product/service domain

G O A L S I N C O N T E X TWhat are the users expectations and priorities when interact with the

product/service or about the goal pursued?

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JOURNEY MAPS

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JOURNEY MAPS

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DESIGN METHOD BOOKS

Universal Methods of Design: 100 Ways to

Research Complex Problems, Develop Innovative

Ideas, and Design Effective Solutions by Bruce

Hanington and Bella Martin

101 Design Methods: A Structured

Approach for Driving Innovation in

Your Organization by Vijay Kumar

The Designing for Growth Field

Book by Jeanne Liedtka, Tim

Ogilvie, Rachel Brozenske

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BOOKS

YOUTUBE VIDEOS

CONNECT WITH US

”Design Thinking HBR” by Harvard Business

”How It Works: Design Thinking” by IBM

”The Best Kept Secret” by Deana McDonagh

”Tim Brown urges designers to think big”

“Designing Your Life | Bill Burnett”

“Change by Design” by Tim Brown

“Design Thinking” by Nigel Cross

“Creative Confidence” by Tom & David Kelley

”The Design of Business” by Roger Martin

“The Art of Innovation” by Tom Kelley

MORE RESOURCES

Visit the Design Thinking Society website for news about our learning and

consultancy programs: www.designthinkingsociety.com

Join our Design Thinking Bucharest community on Meetup.com and join our

meetings: www.meetup.com/Design-Thinking-Bucharest/

Join our Design Thinking Romania group on Facebook:

www.facebook.com/groups/design.thinking.romania/

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Q&A

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T U D O R J U R A V L E A

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t u d o r @ d e s i g n t h i n k i n g s o c i e t y. c o m

THANK YOU!