MAPPING THE JOURNEY

#LRNUNCONF 18 AUGUST 2016

INTRODUCTION

Joyce Seitzinger / Academic Tribe •  Learning Experience Design •  Consultancy •  Digital badges •  Capability building

INTRODUCTION

•  If you’re tweeting, use #lrnunconf •  To find out more, #lxdesign

http://academictribe.co/learningcafejourney/

WHAT IS EXPERIENCE DESIGN?

TRANSCENDING MATERIAL

“Experience is not about good industrial design, multi-touch, or fancy interfaces. It is about transcending the material. It is about creating an experience through a device.”

MARC HASSENZAHL

Meaningful

Pleasurable

Convenient

Usable

Reliable Functional

LX PYRAMID The Learner Experience Pyramid describes different levels at which learning resources, services, solutions and systems can be experienced by learners & staff. Based on CX Pyramid by Aberdeen Research after Mark Scibelli and Stephen Anderson.

FOCUS ON EXPERIENCES

FOCUS ON TASKS

Many traditional LMS & learning resource experiences

Transformational learning experiences

Has personal significance

Memorable experience worth sharing

Easy to use, works as expected

Used without difficulty

Is available & accurate

Works with inconvenience

USER EXPERIENCE DESIGN

…to achieve high-quality user experience in a company's offerings there must be a seamless merging of the services of multiple disciplines.

The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother.

Don Norman & Jakob Nielsen

EXPERIENCE DESIGN

It is crucial to view experience as the consequence of many different systems.

Experience emerges from the intertwined works of perception, action, motivation, emotion and cognition in dialogue with the world (place, time, people and objects).

Experience Design: Technology for all the right reasons Marc Hassenzahl

SERVICE DESIGN THINKING

Service design is the intentional and thoughtful design of internal and customer-facing activities needed to deliver a service. Where experience design concerns itself only with the customer-facing aspects, service design looks also at the experience of staff.

This Is Service Design Thinking

METHODOLOGY

EMPATHY FOR THE USER

EMPATHY FOR THE USER

“Empathy is a noun. A thing. It is an understanding you develop about another person. Empathizing is the use of that understanding – an action.”

INDI YOUNG

LEARNER EXPERIENCES ARE CO-CREATED

CO-CREATED EXPERIENCES

Reading is a creative act: it cannot happen automatically, and it cannot happen passively. Any piece of writing is therefore as intimately shaped by the reader’s imagination, their memories, their intelligence, their disposition and their state of mind, as by the writer’s.

ELEANOR CATTON: ON PURPOSE

ELEANOR CATTON

Experience design has emerged recently as a new discipline in response to the new information and communication technologies. But I will argue that there is no such thing as

experience design. Experiencing is in people and you can’t design it for someone else. You can, however, design for experiencing.

DESIGN FOR EXPERIENCE

Participatory design makes everyday people, such as users, an integral part of the design process, especially at the early front end.

http://www.maketools.com/articles-papers/NewDesignSpace_Sanders_01.pdf

LIZ SANDERS

DESIGN ACROSS DIFFERENT CONTEXTS AND SPACES

PEER LEARNING

PERSONAL LEARNING NETWORK

FORMAL LEARNING

ONLINE COURSES

SUPPORT SERVICES

MOBILE APP INTRANET

JOB AIDS

THINK OF YOURSELF AS AN EXPERIENCE DESIGNER

EXPERIENCE DESIGNER TOOLKIT

DISCOVER DEFINE DEVELOP DELIVER

USER EMPATHY Learner & stakeholder interviews Learner observation Learning analytics Persona

CHALLENGE DEFINITION Workshops Affinity diagramming Scenario mapping How might we…? Problem statements

RESEARCH Technology research Competitor analysis Service design blueprint

Learner & stakeholder driven design research

Gain insights and define challenges

Develop possible learning solutions through iteration

Improve and optimize final learner experience

TESTING Usability testing A/B testing User observations & interviews

General challenge

Specific challenge

Specific solution

PROTOTYPING Paper prototyping Journey mapping User testing Service design blueprint Information architecture

IMPLEMENT Feedback loops A/B testing Learning analytics

IDEA GENERATION Sketching Storyboarding Scenario mapping

JOURNEY MAPPING

SIMILAR TECHNIQUES

•  Journey mapping (emotional) •  Scenario mapping (narrative) •  Service Design Blueprint (channels)

From https://sustainableservice.wordpress.com

Keeping Graduates Green

EXAMPLE: VE EXPRESS LEARNER JOURNEY MAP

THE TEAM

•  Joyce Seitzinger •  Mark Smithers

Lecturers •  Annette Cook •  Nicola Hardy Digital Learning Team •  Spiros Soulis •  Angela Nicolettou •  Eloise Acuna

INITIAL 3 HOUR MAPPING SESSION

FURTHER RESEARCH TO INFORM DIGITAL COLLABORATIVE MAP

FINAL LEARNER JOURNEY MAP

MAP DETAIL

ADDRESS THE PAIN POINTS: IMPROVED COMMUNICATION

CHANNELS

LEARNER JOURNEY MAPPING – GETTING STARTED

WHEN DO YOU USE JOURNEY MAPPING?

•  For an existing product, object or service •  To get an overview of all the elements

and stakeholders •  To map all the touch points •  To identify emotions associated with

interactions •  To identify pain points

WHEN DO YOU USE JOURNEY MAPPING?

For a new product, object or service to be designed, developed and implemented: •  To get a common understanding of

aspiring experience for all members of design & development team

•  To identify touch points •  To identify channels •  To identify priorities for the development

WHY DO YOU USE JOURNEY MAPPING?

•  To map all the bricks in your bricolage (even those beyond your control)

•  To step away from your medium

•  To design across contexts

•  To facilitate conversation

•  To facilitate collaboration

MAP THE LEARNER PATH & TOUCH POINTS

MAP THE PATHS & TOUCH POINTS OF OTHER STAKEHOLDERS & CHANNELS

CONSIDER CHANNELS AS EITHER FRONT OF HOUSE / BACK OF HOUSE

MAP THE INTERACTION PHASES

IDENTIFY EMOTIONS

IDENTIFY OPPORTUNITIES & BARRIERS

OUR PROJECT & YOUR BRIEF

YOUR TURN: PROJECT BRIEF

You have been asked to design a induction process for a new employee. (Persona: 27, some industry experience, one previous job, digitally confident) Brainstorm in your group the type of experience you may want to create. (3 mins)

YOUR TURN: BEGIN MAPPING THE LEARNER CHANNEL

•  For your induction solution, map just the learner channel.

•  Record each action as touch point (one post-it, dedicate one colour to this channel)

•  Consider the following two as starting phases: Pre-start and First Day

YOUR TURN: BEGIN MAPPING THE MANAGER CHANNEL

•  For your induction solution, begin mapping the manager or team channel.

•  This is a “front-of-house” channel. •  Record each action as touch point. What

does the manager or team do to meet the learner needs (one post-it, dedicate another colour to this channel)

YOUR TURN: START MAPPING AN ARTEFACTS OR RESOURCES CHANNEL

•  For your induction solution, set up a channel where you can capture the resources that need to be created (one post-it, dedicate another colour to this channel)

YOUR TURN: START MAPPING AN ARTEFACTS OR RESOURCES CHANNEL

•  For your induction solution, set up a channel where you can capture the resources that need to be created (one post-it, dedicate another colour to this channel)

YOUR TURN: CONSIDER “BACK OF HOUSE” CHANNELS

•  Which back of house channels might be needed in your journey map?

•  Back of house is where things happen that the learner never sees, but which are needed for a successful solution anyway

•  Consider: databases, processes that are triggers

STAY IN TOUCH

www.academictribe.co @catspyjamasnz @academictribe @lxdesign Facebook.com/academictribe Search: lxdesign joyce@academictribe.co