Example: Gate Sales Application User
I led a Journey Mapping Workshop for our Gate Sales POS Application. It created a realistic visualisation of the current process our users goes through to complete a task in a chronological order. The purpose of this journey map was to diagnose issues with the current experience. The information gathered was key in building a new framework that would work more efficiently and effectively for our users.
Goal
To create a realistic view of a journey our users goes through
Visually communicate insights that will inform the design processes
To understand and address our user’s needs and pain points
Find any areas of duplication and waste
Find any gaps/workarounds
Agenda
There were 6 participant with different skills and experience. Everyone was given a sheet with the persona of the user for the journey map. The stages and step were pre-defined before the workshop started.
User’s Task Scope
From planning their shift, to charging a passengers for a carry-on bag at one gate and managing a seat upgrade at another gate, then signing out
Journey Interactions
7 x Stages each with the swimming lanes belows
Thinking
Doing
Feeling (scaled from 1 to 5)
Pain Points
Opportunities (once all the notes from the above swimming lanes were on the board, the participants reviewed the pain points and built out the opportunities)
A full workshop journey map was recreated into a digital format below to allow it to be easily saved and distributed
Summary
The journey map clearly visualised highlighted areas of pain points for our users.
Duplications and inefficient user flows, which during time sensitive tasks is a big pain point for our users
It showed the juggling of multiple pieces of hardware for a single task
It show missed opportunities of giving our users valuable scheduling and reporting information
It highlight opportunities to digitise receipts and remove additional hardware
The full journey map was reviewed and refined down to the final key journey insights.
Next Steps
To define the core problems
To begin thinking in terms of users and journeys instead of requirements or technical specifications
Identified some potential opportunities for the product
To ideate on new solutions
To build out an ideal story map that better accommodates our users’ needs and removes as many pain points as possible