Emily Smith
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User Journey Mapping

WORKSHOP FACILITATION, INFOGRAPHICS, DATA ANALYSIS

 
 
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

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Recently I was asked to organize and facilitate a journey mapping workshop for the Ticketmaster B2C team. I invited about 40 stakeholders from various backgrounds and departments to a large gathering space at our headquarters. After giving an introduction defining the why's and how's of journey mapping, I described the benefits of incorporating empathy at the core of our product and feature development. My goal was to have my co-workers pause and place themselves in the shoes of our fans. I split the large group into five smaller break out groups that each focused on one user persona.

 
 

SMALL GROUP ACTIVITY

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Collaboratively, they 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.

 
 

PRESENTATIONs

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I reconvened the groups after an hour of doing the activity, and asked them to present their group's findings for each persona. 

 
 

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. Organizing and analyzing this data gave me a blue print to create the activity artifact of a user journey map.

 
 

user journey map artifact

 

From the insights gained in the workshop and laid out in the journey map, Ticketmaster plans to incorporate some of the learnings into identifying opportunities into their feature roadmaps.