Intro to User Journey Maps for Building Better Websites. Cornell Drupal Camp 2016

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Annis Sparks
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1 Intro to User Journey Maps for Building Better Websites Cornell Drupal Camp 2016

2 Which design is better? Which cost more?

3 Both are inappropriate in context (props to Jeff Patton for the cake metaphor)

4 Websites work the same. Who is it for? Where are they using it? How does it fit into their life?

5 All of this affects the type of cake website we make.

6 website

7 journey website

8 journey website

9 People are complex Thoughts and decisions Tasks to perform Discovery and advancement Motivations and anxieties journey website

10 Anthony D Paul Director of User

11 Don t assume you need this

12 Documentation is disposable. Document to ask and answer questions to gain shared understanding.

13 1. Who Audience groups 2. Why Motivations, anxieties, influencers 3. What / How Decisions, tasks 4. When / Where Devices, scenarios, entrances, exits Use any fidelity to ask questions and provide answers

14 Sources for Audience Information

15 Interviews with clients and subject matter experts (SMEs) Pros: Usually easy to access Cons: Can introduce stereotypes Can pit internal politics (ranking opinions)

16 Interviews with customers (users) Pros: Best source of qualitative stories Cons: Needs a diverse sampling Can be a headache to get access and organize

17 Usability tests with customers (users) Pros: Best source of qualitative stories Shortcut to recommendations Cons: Needs a diverse sampling Can be a headache to get access and organize

18 Usability test today s site

19 Survey data Pros: Great quantitative content Cons: Needs a diverse sampling Needs to be analyzed

20 Web analytics Pros: Easy to access (if it exists) Cons: Ambiguous, lacks context Need to be analyzed

21 Google Analytics > Audience > User Explorer

22 Google Analytics > User Explorer

23 Market reports Pros: Often does the work for you Cons: Level of specificity is hit and miss May or may not map to your segments Google > filetype:pdf

24 Google > filetype:pdf

25 For best results, a blend of info sources

26 Example Documents

27 1. Who Audience groups 2. Why Motivations, anxieties, influencers 3. What / How Decisions, tasks 4. When / Where Devices, scenarios, entrances, exits Define and prioritize

28 Audience types

29 1. Who Audience groups 2. Why Motivations, anxieties, influencers 3. What / How Decisions, tasks 4. When / Where Devices, scenarios, entrances, exits

30 Audience types (with motivations, anxieties, influencers)

31 Individual persona

32 1. Who Audience groups 2. Why Motivations, anxieties, influencers 3. What / How Decisions, tasks 4. When / Where Devices, scenarios, entrances, exits Determine order, optional, and required

33 User scenario

34 Decision phases

35 Decision flow with UI conversations

36 Google Analytics > User Explorer

37 Session flow map

38 1. Who Audience groups 2. Why Motivations, anxieties, influencers 3. What / How Decisions, tasks 4. When / Where Devices, scenarios, entrances, exits

39 High-level ecosystem flow ( , 3rd-party systems)

40 Detailed ecosystem flow (login validation)

41 Multi-user journey map

42 Example Project

43 Summer Camp Website

44 Define and prioritize groups Parents School groups and educators New camp counselors Sponsors/Donors/Partners Extra credit = Content administrators

45 Take one group and document why New Camp Parents Want child to learn during summer (motivation) Heard about camp from a friend (entrance) Find site via Google (entrance) May have a budget (anxiety)

46 Document decisions New Camp Parents How is this camp different? Are we eligible? Can we afford it? Is there availability? How do I sign up? Are there mobile driving directions?

47 Convert decisions into task flows Is there availability? How do I sign up? Access seasonal calendar Filter by topic or grade level (e.g.) [See available] Use sign-up button

48 Single user and scenario journey map

49 Homework Assignment See Eric Meyer s WC Northeast Ohio 2016 Keynote

50 Our instinct is to imagine someone like ourselves. So many of our users are nothing like us in any way.

51 Journeys help us understand real-world stress cases. Journeys define who we care about.

52 Think about users who Have accessibility issues Are sad Are in a life crisis Are hurried

53 journey website

55 Up next 1. Lean requirements gathering 2. User journey mapping 3. Information architecture 4. Usability tests

56 Thank you SlideShare WordPress.tv (my talks and blog) or or

Organizing Your First Website Usability Test. Cornell Drupal Camp 2016

Organizing Your First Website Usability Test Cornell Drupal Camp 2016 #DrupalCampCU @anthonydpaul Why do we conduct usability tests? usability test user test user focus = best practice Our instinct is