Interactive Journey Maps: Taking Your Design Strategy to the Next Level

Jen Briselli
20 Sep 2019
1:30 pm
Federal Reserve Room

Interactive Journey Maps: Taking Your Design Strategy to the Next Level

If you’re at BIG, you’re probably no stranger to experience design deliverables like wireframes, UX flows, personas, journey maps, ecosystem diagrams… the list goes on and on. But some of these deliverables have evolved more than others over the years. The UX industry has come a long way from the days of printout annotated wireframes and functional notes- so why are we still creating experience journey maps the same way?

It turns out, just as new tools and methods have made it easier to more efficiently and effectively prototype, evaluate, and communicate our designs to each other, our users, and our clients, we can also create next-generation experience journey maps that illustrate how an experience strategy connects back to foundational user research, UX patterns, and underlying design principles. These interactive deliverables are designed for iteration and adaptation and can tie in research findings and audiovisual media, as well as supporting materials like personas and narratives. Because they are interactive, teams can use them to better distribute experience strategy insights across an organization, helping manage change and deliver transformation more effectively.

As we’ve continued to explore new ways of expressing experience strategy and service design practice, we’ve learned how and when an interactive deliverable is most successful. I’ll discuss a few of the most common scenarios, such as information complexity and the need for scalability or adaptation over time. I’ll also cover some of the key things to consider for teams embarking on this type work, such as how best to articulate the value to internal and external stakeholders and when an interactive expression of a journey map simply isn’t valuable.

This talk is designed to provide the audience with concrete examples of journey maps and similar artifacts that, by virtue of being interactive, become more compelling and more useful. In addition to two case studies, the audience will also walk away with practical tips & how-to’s for getting started in creating next-generation journey map deliverables, and the confidence to look for opportunities to do just that in their own design practice.