Emily Smith
IMG_2309.JPG

User Journey Mapping

WORKSHOP FACILITATION, UX Storytelling

In the process of designing new and innovative services, the Customer User Journey Methodology builds a mirror and enables us to question why organizations and customers do the things they do.
 

INTRO

In 2016, I gathered a group of 40 stakeholders from various backgrounds to conduct a user journey mapping workshop for the Ticketmaster B2C team. The goal of this activity was to evangelize the benefits of incorporating empathy at the core of product and feature development, and introduce user centered design principles to coworkers outside of the design team.

IMG_2341.jpg
 

TEAM ACTIVITY

In order to cover the five user personas, small teams mapped and wrote on post-it notes the actions, touchpoint & channels, highlights, pain points, and feelings each persona went through as they moved along in the ticket buying journey. After an hour, I reconvened the teams and asked them to present their findings for each persona. 

IMG_1183.JPG
IMG_1181.JPG
 

ORGANIZING THE DATA

After the workshop I transcribed all the post-it's the group had written down and began to detect patterns and themes throughout the user journeys.

 

user journey map

Using the insights gained in the workshop, I laid out a journey map accounting for each persona. Ticketmaster plans to incorporate these learnings to improve product feature development.