18F
18F-Journey Mapping
The group lays out a user's whole experience of a service in order: actions, decisions, emotions and possible harms, grouped into phases. You leave with a journey map, the pain points on it, and design principles to carry into the project's scope.
Duration
4 hours
Group Size
6-10
Category
18F
Difficulty
Easy
Give design teams a bird's-eye view of a service. Help them see the sequence of interactions in a user's experience. Capture the complexity, successes, pain points, and emotions users experience. Start from the earliest research phases through adoption.
- A complete journey map.
- Visualized user experience.
- Identified opportunities for improvement.
Journey mapping needs good user research behind it. If the room starts mapping what the service is meant to do rather than what the research shows, ask for the quote or observation behind each note, and move anything without one to a separate assumptions row. Expect to revise the map as you learn more.
To run it remotely, use a shared board with one row per lane (actions, decisions, emotions, harms) and one column per phase. Four hours is too long for one call, so run step 1 in one session and steps 2 and 3 in another.
Further reading: the GSA Customer Experience Center of Excellence's three-part series on the what, why and how of journey mapping.
Government considerations:
To run it remotely, use a shared board with one row per lane (actions, decisions, emotions, harms) and one column per phase. Four hours is too long for one call, so run step 1 in one session and steps 2 and 3 in another.
Further reading: the GSA Customer Experience Center of Excellence's three-part series on the what, why and how of journey mapping.
Government considerations:
- No Paperwork Reduction Act (PRA) implications.
- The PRA exempts direct observation and non-standardized conversation.
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