mapping human-centric product vision (productcamp boston 2016)
TRANSCRIPT
![Page 1: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/1.jpg)
© 2014 Virtusa Corporation. All rights reserved | 1
The Primitive Journey Map
for aUnified Human-Centric
Product
ProductCamp Boston
9 April 2016
David Scharn
• Why this?• A bit on design thinking• A journey map does…• Whose journey? – Empathy Map• Chart the journey collaboratively• Synthesis and revelation• Then what? – sample outcomes• So what?
![Page 2: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/2.jpg)
Why this activity?
Engage stakeholders:• Empathy• Consensus• Enlightenment• Unified vision
![Page 3: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/3.jpg)
A bit about design thinking
Elements of design thinking in this exercise:• Human-centered• Ideation – divergent and convergent• Collaborative, cross-functional• Iterative, experimental, embraces uncertainty
![Page 4: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/4.jpg)
A journey map does…
A visual tool for understanding a user’s experience:• Emotions - needs, pain points, and the good• Reveals opportunities to improve the user experience• Communicates new vision
![Page 5: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/5.jpg)
Primitive
A journey map does…
![Page 6: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/6.jpg)
Whose journey? Empathy MapIdentify user role on which to focus
![Page 7: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/7.jpg)
Divergent thinking
Whose journey? Empathy Map
Participants read aloud their notes on post-its as they individually place them in quadrants of the empathy map.
![Page 8: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/8.jpg)
Improve participant responses with prompts
Whose journey? Empathy Map
![Page 9: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/9.jpg)
Whose journey? Empathy Map
![Page 10: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/10.jpg)
Convergent thinking
SynthesizeWhose journey? Empathy Map
Three questions to help synthesize:• What does this person want?• What forces motivate this person?• What can we do for this person?
![Page 11: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/11.jpg)
Chart the journey collaboratively
For this user, identify primary workflow and:• Where/when does it begin? End?• What are the touch points?• What are the channels?
![Page 12: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/12.jpg)
Divergent thinking
Chart the journey collaboratively
For this user, identify primary workflow
• Where/when does it begin? End?
• What are the touch points?
• What are the channels?
![Page 13: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/13.jpg)
Divergent thinking
Chart the journey collaboratively
![Page 14: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/14.jpg)
Chart the journey collaboratively
Don’t forget the parking lot for enthusiastic ideas not related to this journey.
![Page 15: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/15.jpg)
Synthesis and revelation
Enlightenment – for each touch point:• Does it feel good? Green dot• Does it feel bad? Red dot
![Page 16: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/16.jpg)
Convergent thinking
Synthesis and revelation
![Page 17: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/17.jpg)
Synthesis and revelation
Convergent thinking
Identify below post-its gaps between what user needs and what product offers
![Page 18: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/18.jpg)
Synthesis and revelation
Convergent thinking
Dot vote on top issues to address.
![Page 19: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/19.jpg)
Then what? (sample session outcomes)
Draft persona or profile to validate and refine with user research.
![Page 20: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/20.jpg)
A draft product backlog with epics and user stories.
Then what? (sample session outcomes)
![Page 21: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/21.jpg)
Identified problems to explore in a design studio session.
Then what? (sample session outcomes)
![Page 22: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/22.jpg)
So what?
Human-centered focus to infuse project• Empathy for the user• Consensus among team, stakeholder buy-in• Enlightenment (self realized)• Unified vision
![Page 23: Mapping Human-Centric Product Vision (ProductCamp Boston 2016)](https://reader034.vdocuments.mx/reader034/viewer/2022042619/587de10c1a28abaf6b8b55b5/html5/thumbnails/23.jpg)
Useful and convenient resources
Design Thinking: Lead Change in Your OrganizationCreating the Journey Map (preview video)Turi McKinleyLynda.com
How to Create a Customer Journey MapMegan GrockiUXMastery.com
Guide to Experience MappingAdaptive Path
Mapping Experiences: A Guide to Creating Value through Journeys, Blueprints, and DiagramsO’Reilley Media WebcastJames Kalbach
Mental Models: Aligning Design Strategy with Human BehaviorIndi Young