Insights

Interactive Journey Maps

This talk was originally presented by Mad*Pow's Jen Briselli at UXPA Boston 2018 and Big Design Dallas 2019: If you're in the experience design world, 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. Check out Jen's talk to learn some of the most common scenarios where interactivity adds value, such as information complexity and the need for scalability or adaptation over time, as well as some key things to consider for teams embarking on this type work

To view redacted versions of the two examples shown during the talk:

Contributed by
Name
Jen Briselli
Job Title
VP, Experience Strategy & Service Design