After the data collection in the immersion phase, the next steps involve analyzing and synthesizing the information collected. To do so, the research findings are arranged in insights, which in turn are classified to obtain patterns and create challenges to help understand the problem.
To better analyze and synthesize the information, design thinkers use several tools, including Insight Cards, Affinity Diagrams, Concept Maps, Guiding criteria, Personas, Empathy Maps, Blueprints and finally,the User Journey.
Here, you will understand how to study and represent a User Journey, a fundamental skill in the User Experience (UX) era.
What is the User Journey?
In the Design Thinkingprocess, the Journey is a graphical representation of the stages of a relationship between a customer and a product or service.It describes the steps taken before, during and after purchasingor using the product/service.
When do you create a Journey?
When it’s necessary to understand the relationship cycle between the customer and the company, from the decision to acquire the product/service, to disposing of it or making a new acquisition. By mapping these steps, you can analyze customer expectations at every moment, in order to create ways to better serve and surprise them whenever possible.
The journey may also be usedalongside the Personas method.By mapping the needs and characteristics of a particular group of users and translating them into a Persona, the project team can build a Journey to explore how each of these characters behaves at each stage of the product or service life cycle analyzed. This helps create innovative solutions for customer experiences at different points of contact with the brand or company.
Understanding it in practice: the Journey to purchase a savings bond
After investigating the possibility of selling savings bonds at a railway station (Immersion process in which team members deeply studied the challenge),we analyzed the Insight Cards containing the findings from the research.