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Workshop Tactics

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Journey Map

Journey Map

What is a Journey Map workshop?

This is a great workshop for identifying new ways to improve a user’s experience.  

By mapping the steps of your service or product, you can start identifying your users' level of frustration or delight at any given stage. Doing this helps you see how the experience can be improved - by making frustrating steps more delightful.

Prior to this tactic, observe your users using your product or service.
Afterwards, if you have a lot of How Might We... questions then use Impact Effort Map to help you focus on what’s important.


How to run a Journey Map workshop

1. Draw the following on a large surface:

UX Journey Map templatefig. a) Sticky note with the first moment the user interacts with your product or service. For example, visits pizza website.

fig. b) Sticky note with the final outcome your user is aiming for. For example, eating pizza.

2. Instruct the group to write on sticky notes the steps the user takes before, between and after the two points.

3. Collect and put all the sticky notes along the dashed line in the correct order they occur.

4. Together, discuss each sticky note and decide it’s position along the y axis based on how delightful or frustrating that step is.

5. Write How Might We... questions for the most frustrating or least delightful steps between the start and end points.

Origin: Colin Shaw, 2002

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