EDUCATIONAL SESSION:

HOW JOURNEY MAPPING CAN INFORM DESIGN DECISIONS !!Barbara Spanton and Anneliis Tosine December 17, 2013

•  Introduction •  What’s a journey map, anyway? •  Ok, so what are we mapping today? •  How do we get more info? (psst! research!) •  How do we put it all together? •  So, what have we learned?

AGENDA

ANNELIIS TOSINE ux researcher

BARBARA SPANTON ux designer

WHO WE ARE

http://www.freedigitalphotos.net/images/confident-female-medical-practitioner-photo-p171790!http://www.freedigitalphotos.net/images/Healthcare_g355-Pretty_Medical_Professional_Posing_Casually_p150817.html!

WHO WE ARE NOT

WHAT’S A JOURNEY MAP, ANYWAY?

•  A journey map is a holistic view of all of the touchpoints or interactions people have with, or related to a product or service.

•  It enables you to determine a number of key factors, that help identify opportunities to innovate during the experience

WHAT’S A JOURNEY MAP, ANYWAY?

IT’S A TOOL

IT’S A TOOL

ANATOMY OF A JOURNEY MAP

TIMELINE

EVENTS OR ACTIVITIES

PHASES

RELATED INFORMATION

TOUCHPOINTS

RELATIVE HIGHS AND LOWS

PAIN POINTS AND OPPORTUNITIES

•  Timeline •  Events or activities •  Phases •  Related information •  Touchpoints •  Relative highs and lows •  Pain points and/or opportunities

ANATOMY OF A JOURNEY MAP

OK, SO WHAT ARE WE MAPPING TODAY?

•  To look at the ‘journey’ more holistically •  To see where more support is needed/wanted •  To consider who/what can offer that support •  To identify pain points and opportunities in the

journey

AND WHAT ARE WE TRYING TO DO?

LET’S MAP WHAT WE KNOW!

•  Timeline •  Events or activities

•  Phases •  Related information •  Touchpoints •  Relative highs and lows •  Pain points and/or opportunities

WHAT DO WE KNOW?

!  Timeline From labour onset to delivery to going home •  Events or activities

•  Phases •  Related information •  Touchpoints •  Relative highs and lows •  Pain points and/or opportunities

WHAT DO WE KNOW?

!  Timeline From labour onset to delivery to going home. !  Events or activities Some concrete milestones common to all labour

experiences.

•  Phases •  Related information •  Touchpoints •  Relative highs and lows •  Pain points and/or opportunities

WHAT DO WE KNOW?

!  Timeline From labour onset to delivery to going home. !  Events or activities Some concrete milestones common to all labour

experiences.

!  Phases Labour stages. •  Related information •  Touchpoints •  Relative highs and lows •  Pain points and/or opportunities

WHAT DO WE KNOW?

!  Timeline From labour onset to delivery to going home. !  Events or activities Some concrete milestones common to all labour

experiences.

!  Phases Labour stages. ?  Related information We’d be making assumptions… •  Touchpoints •  Relative highs and lows •  Pain points and/or opportunities

WHAT DO WE KNOW?

!  Timeline From labour onset to delivery to going home. !  Events or activities Some concrete milestones common to all labour

experiences.

!  Phases Labour stages. ?  Related information We’d be making assumptions… ?  Touchpoints We know some of this - partner, clinician… •  Relative highs and lows •  Pain points and/or opportunities

WHAT DO WE KNOW?

!  Timeline From labour onset to delivery to going home. !  Events or activities Some concrete milestones common to all labour

experiences.

!  Phases Labour stages. ?  Related information We’d be making assumptions… ?  Touchpoints We know some of this - partner, clinician… ?  Relative highs and lows Again - assumptions… •  Pain points and/or opportunities

WHAT DO WE KNOW?

!  Timeline From labour onset to delivery to going home. !  Events or activities Some concrete milestones common to all labour

experiences.

!  Phases Labour stages. ?  Related information We’d be making assumptions… ?  Touchpoints We know some of this - partner, clinician… ?  Relative highs and lows Again - assumptions… x  Pain points and/or opportunities TBD

WHAT DO WE KNOW?

WHAT DO WE KNOW?

WHAT’S MISSING?

!  Timeline From labour onset to delivery to going home. ?  Events or activities There are WAY more. What are they?

?  Phases Labour stages. Are there other phases? ?  Related information We’d be making assumptions… ?  Touchpoints We know some of this - partner, clinician… ?  Relative highs and lows Again - assumptions… x  Pain points and/or opportunities TBD

WHAT’S MISSING?

RESEARCH METHODS

Questionnaires

Focus groups

Interviews

Observation

Contextual inquiry

More research

RESEARCH METHODS

Questionnaires

Focus groups

Interviews

Observation

Contextual inquiry

More research

Can be used for collecting data about preferences, behaviours, facts, latent traits, and attitudes.

RESEARCH METHODS

Questionnaires

Focus groups

Interviews

Observation

Contextual inquiry

More research

A group of interacting individuals having some common interest or characteristics. A moderator uses the group and its interaction as a way to gain information about a specific issue.

RESEARCH METHODS

Questionnaires

Focus groups

Interviews

Observation

Contextual inquiry

More research

Help us to better understand the user’s goals and needs by actually talking to them. Semi-structured or unstructured interviews are often used to elicit scenarios.

RESEARCH METHODS

Questionnaires

Focus groups

Interviews

Observation

Contextual inquiry

More research

Observe actual users in their natural environment, through the whole process of using a particular product or system.

RESEARCH METHODS

Questionnaires

Focus groups

Interviews

Observation

Contextual inquiry

More research

Collecting detailed information about a user’s work practice by observing and interviewing the user while they work.

RESEARCH METHODS

Questionnaires

Focus groups

Interviews

Observation

Contextual inquiry

More research What else can you find?

RESEARCH METHODS

CHOOSING A METHOD

Qualitative vs. Quantitative

Attitudinal vs. Behavioural

WHAT TYPE OF INFORMATION DO YOU NEED?

Qualitative vs. Quantitative

Attitudinal vs. Behavioural

Qualitative research (direct) – Answers the question “Why?” – Data is typically gathered directly by observing or

interacting with a user – Researcher can ask follow-up questions, probe on

behaviour, and possibly adjust their observation protocol as the study progresses

– Analysis of data is not mathematical – Example methods: focus groups, interviews

Quantitative research (indirect) – Answer the questions “How many?” and “How much?” – Large amounts of data that can be coded and analyzed

mathematically – Example method: questionnaire

WHAT TYPE OF INFORMATION DO YOU NEED?

Qualitative vs. Quantitative

Attitudinal vs. Behavioural

Attitudinal Research – What people say – Understand, measure, or inform change of people’s stated

beliefs – Often called “self-reported” data – Example methods: questionnaires, focus groups, interviews

Behavioural Research – What people do – Understand what people do with minimal interference from the

method itself – Example method: observation

Mixed approaches – There are methods that include a mix of attitudinal and

behavioural data, they are generally best for understanding user behaviour

– Example method: contextual inquiry

WHAT TYPE OF INFORMATION DO YOU NEED?

WHAT TYPE OF INFORMATION DO YOU NEED?

LET’S START ADDING TO OUR MAP

WHERE WERE WE?

Questionnaires

Focus groups

Interviews

Observation

More research

Timeline

Events or activities

Phases

Related information

Touchpoints

Relative highs and lows

Pain points and opportunities

Contextual inquiry

HOW DO WE FILL THE GAPS?

OBSERVATION – informs timeline and events

OBSERVATION – also informs touchpoints

SURVEY – provides related info

SURVEY – exposes more events

INTERVIEW – gives insight to emotional highs and lows

INTERVIEW – can inform physical highs and lows

INTERVIEW – adds more events, loops

INTERVIEW – more personal related info

INTERVIEW – allows refining of phases & milestones

CONTEXTUAL INTERVIEW – might not be a good idea…

Don LaVange. Amy and Melody, the Midwife. Dec 01 2006. Online image. Flickr.com. Dec 12 2013. http://www.flickr.com/photos/26667277@N00/311398684/.

SOME CLEAN-UP…

LABOUR & CHILDBIRTH JOURNEY MAP

•  Look at your map, some things will start to jump out •  Identify pain points and opportunities •  You may want to jump into solutions right away. RESIST!!

(you may need more research!)

WHAT’S YOUR MAP TELLING YOU?

PAIN POINTS, OPPORTUNITIES

Anxiety & pain are low, elation is high. Parents are enthusiastic, and

labour at this point is not consuming all their focus.

If labour is progressing slowly, anxiety & pain are higher, but elation is waning. Mother is

eager to progress, and may be open to tools/support for this.

PAIN POINTS, OPPORTUNITIES

Anxiety & pain are low, elation is high. Parents are enthusiastic, and

labour at this point is not consuming all their focus.

If labour is progressing slowly, anxiety & pain are higher, but elation is waning. Mother is

eager to progress, and may be open to tools/support for this.

After many hours of labour, the cumulative pain and anxiety can

be quite high, but it may feel like there is still a long way to go. Encouragement needed.

Anxiety and pain have dropped significantly, but

parents are still ‘on a high’. The initial post-birth intimacy is being replaced by a desire to connect with loved ones.

PAIN POINTS, OPPORTUNITIES

Anxiety & pain are low, elation is high. Parents are enthusiastic, and

labour at this point is not consuming all their focus.

If labour is progressing slowly, anxiety & pain are higher, but elation is waning. Mother is

eager to progress, and may be open to tools/support for this.

After many hours of labour, the cumulative pain and anxiety can

be quite high, but it may feel like there is still a long way to go. Encouragement needed.

Anxiety and pain have dropped significantly, but

parents are still ‘on a high’. The initial post-birth intimacy is being replaced by a desire to connect with loved ones.

After all the activity and excitement and attention, mother may end up

entirely alone at this point. She may feel overwhelmed by the idea of

caring for her baby alone.

All the clinical attention suddenly

drops off. New parents may feel a shocking lack of

support/information.

New parents are excited to begin life as a new family unit. New roles

and routines are being established, new habits

being picked up.

•  Where can you design a solution? •  Is your patient open to accept your solution?

•  What do you know about your patient’s context that will help you design?

•  Focus group and interviews explore pain points/opportunities ideas, brainstorm, etc.

SO, WHAT CAN YOU DO?

SOME EXISTING SOLUTIONS

iContraction! Stork.cc! Airstrip OB!

SOME EXISTING SOLUTIONS

GE mini telemetry! Labor Pro! Birthing Bed!

SOLUTIONS, ALONG THE JOURNEY

•  Experience maps are meant to help stimulate and facilitate change

•  Helps your team rally around the experience and help them to make decisions

•  Helps stakeholders empathize with their customers, putting them in their customers’ shoes

SO, HOW CAN YOU USE EXPERIENCE MAPS?

THANK YOU. QUESTIONS? !Barbara Spanton bspanton@macadamian.com Anneliis Tosine atosine@macadamian.com