Method USER JOURNEY

When mapping a user journey it works really well to use sticky notes for noting down the different steps and elements of the journey, because they are easily moved and re-grouped during the process.
To keep an overview use a specific color of post-its for the activities of the user and separate colors for other topics, such as research questions and new ideas.

Templates of user journeys are also available to download in the menu DOWNLOADS.

When developing a user journey of an EXISTING PRACTICE:

• The students focusses in on a specific target group and process from their observational user research
• Decide on an appropriate period of time for the user journey, this might be hours or days depending on the context
  
• Divide the user journey into phases (eg. before, during and after)
• Then illustrate on a timeline the step by step activities of the user, to show how the user interacts with the product/service.
• When developing the user journey take note of the apparent needs and problems, which might require more research.
• The user journey should be qualified by testing it with the users and other relevant actors in order to get more insight into the current practice of the user

When developing a potential user journey of a NEW CONCEPT:

• After the students have developed a product or service concept, relevant processes are selected to be represented visually via a user journey
• Start by selecting the target group for the product or service concept
• Decide on an appropriate period of time for the user journey, this might be hours or days depending on the context
  
• Divide the user journey into phases (eg. before, during and after)
• Then illustrate on a timeline the step by step activities of the user, to show how the user interacts with the product/service.
• The user journey should be qualified by testing it with potential users and other relevant stakeholders.

See also the similar method Service Blueprint, which is an elaborate, advanced version of the user journey that incorporates the underlying organizational processes supporting the user’s experience of a given service.

Prior to the exercise the students should have carried out some observational user research (e.g. Observations, Etnoraid and Interviews), have focused in on a user, as well as have an idea of what the user journey should be used for.

The exercise requires: markers, large poster/flip-chart paper and sticky notes.

Beyer, H., & Holtzblatt, K. (1997). Contextual design: defining customer-centered systems. Elsevier.

Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of interactive marketing, 18(3), 5-14.

Sanders, E. B. N., & Stappers, P. J. (2008). Co-creation and the new landscapes of design. Co-design, 4(1), 5-18.