Emily Smith
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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

I was asked to organize and facilitate a journey mapping workshop for the Ticketmaster B2C team. Working with our Agile coaches, 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. The goal was to have employees pause and place themselves in the shoes of our fans. I split the large group into five smaller, facilitated break out groups that each focused on one user persona.

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SMALL GROUP ACTIVITY

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.

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PRESENTATIONs

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

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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

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.