Was sind die ansprechendsten Möglichkeiten, User Journeys zu präsentieren?

Visuals and narratives are crucial components of the journey mapping exercise. They’re highly effective communicators, and relay information in a manner that is interesting, relatable, and concise. This resonates, especially in organizations that assign departmental/team KPIs while ignoring the need to measure the entire experience from the user’s point of view. Demonstrating the holistic user experience is the key purpose behind showcasing journey maps. It is this feature that comes handy to ensure that you gain the stakeholders’ attention and kicks start conversations centred on improving user experience.

Vary your storytelling structures. While the classic three-act structure is familiar, it can risk becoming repetitive or predictable. Instead, build a repertoire of different story structures to choose from, selecting the one that best fits the message you're conveying. Keep your presentations fresh and engaging by incorporating these five characteristics (if suitable): • curiosity (to draw in your audience), • relevant context (to ground the story in reality), • emotional resonance (to connect on a human level), • surprise (to keep the narrative dynamic), and • transformation (to demonstrate the journey's impact).

1) Drive the organization’s outlook from inside-out to outside-in Every company is a cohesive unit that functions on departmental coordination and cooperation. Journey mapping helps track user journeys, placing an emphasis on the thoughts, actions, and emotions of those involved. By eliminating areas of friction, it can set the organization in a league of its own. 2) Create a common vision that is followed across the company If the company allows chaotic, siloed internal processes and systems drive decisions that affect customer experience, it ends up being detrimental, eventually impacting the bottom line. Journey maps collate the work process in its entirety based on cross-department interactions and collaboration.

As a team, first define the start and finish of the journey, leave plenty of horizontal space in between. Then start adding the key phases from left to right. Use sticky notes, or a digital tool such as FigJam or Miro, to keep it flexible. For each key phase, discuss things such as: actions, duration, touchpoints, sentiment, pain points, opportunities. Add these in different colors or shapes, below the phases. I personally also like to make a small, simple drawing of the user and the action, to help illustrate that particular step and show the sentiment of the user in that step.

If your group is physically present, it's fun to work with lots of sticky notes in different colors and shapes. If not, you can use a tool such as FigJam and Miro and do something similar. Make sure the group is not too large, you may want to split up your group in smaller teams, have each focus on a persona/story and set a timer, then review the different user journeys with everyone.

When analytics or other quantitative data reveal specific stagnations or slowdowns – for instance, customer complaints taking longer than usual to resolve or an application being underutilized, journey mapping can help identify the causes. This helps focus efforts on meaningful corrections rather than commissioning a complete rehash of the entire process.

Discussing a (draft) user journey with customers can also be very insightful, to learn more about their process and fill in the gaps.

It is usually observed that areas of friction and inconsistencies arise because no department or team is “officially” responsible for owning that element. Journey maps, in such cases, help ensure that departments and teams align with different touchpoints in the journey that need addressing. Journey maps help departments to gain a bird’s eye view of the process in totality and thereby gain a better understanding of the role they’re playing within it and improve it end-to-end.