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JOURNEY !
                             MAPPING!
                             AS INSIGHT TOOL
                             a healthcare case study

                                       Kim Goodwin
                                               @kimgoodwin
                                                 UXLX 2012
                                        Proprietary & Confidential!
Image: USGS public domain
user mental model of process steps

                              1
     2
     3
      4
             5
attributes of process




                        A

                        B

                        C
                                                     Proprietary & Confidential!
                                                 © 2012 Kim Goodwin | @kimgoodwin
MAKING THEM EFFECTIVE


                     Proprietary & Confidential!
                 © 2012 Kim Goodwin | @kimgoodwin
EXPERIENCE / JOURNEY MAPS ARE!
NOT ABOUT US
  which of our tools they use


     who owns those tools


  our feature & service ideas

                                Proprietary & Confidential!
                            © 2012 Kim Goodwin | @kimgoodwin
JOURNEY STEPS ARE DRIVEN BY DATA

         1
   2
   3
      4
             5




                            Proprietary & Confidential!
                        © 2012 Kim Goodwin | @kimgoodwin
JOURNEY ATTRIBUTES …



   A
   A

   B
   B

   C
   C
                            Proprietary & Confidential!
                        © 2012 Kim Goodwin | @kimgoodwin
…ARE WHAT CUSTOMERS / USERS:



WANT & NEED
to know, feel, accomplish


DO
with what tools & why


THINK & FEEL
about their experience


                                Proprietary & Confidential!
                            © 2012 Kim Goodwin | @kimgoodwin
POTENTIAL USES


                 Proprietary & Confidential!
             © 2012 Kim Goodwin | @kimgoodwin
1
 ELICIT & CLARIFY
   with interviewees

   See what’s available   Pick a few options
   



   - Get informed         - Price & features
   - Look at car sites    - Manageable set
   - Ask friends          - Expert reviews



                                     Proprietary & Confidential!
                                 © 2012 Kim Goodwin | @kimgoodwin
2
 ASSESS your effectiveness




                          Proprietary & Confidential!
                      © 2012 Kim Goodwin | @kimgoodwin
3
 FIND OPPORTUNITIES
  & commonalities



     ✔              ✔
         ✔
         ✔
     ☹        ☹     Proprietary & Confidential!
4
 BEGIN SOLVING
  for a persona
        She wants to know X. 
       We should show that first.




                                        Proprietary & Confidential!
                                    © 2012 Kim Goodwin | @kimgoodwin
maps are ideal tools for

PROLONGED
MULTI-CHANNEL
MULTI-PLATFORM
user experiences

                          Proprietary & Confidential!
                      © 2012 Kim Goodwin | @kimgoodwin
HEALTHCARE EXAMPLE


                   Proprietary & Confidential!
               © 2012 Kim Goodwin | @kimgoodwin
Uses shared patient data to help
patients achieve better outcomes
- immediate support
- tracking
- long-term research
                                   Proprietary & Confidential!
GOAL: BROADEN AUDIENCE
                    
                  in-home & remote ethnography


                  decision-making, support, content
                  creation & use



                                                                            Proprietary & Confidential!
                                                THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
WHAT WE FOUND
                 was remarkable consistency

                                                                                                  Experiencing a change!


                           !
                        Seeking          Getting                                 Finding a
       Having                                                                                   Optimizing            Living !
                       diagnosis!       diagnosis            Making                   plan!
      symptoms!                                                                                 & adjusting!          with it!
                                       (that you believe)!   sense of it!




                                                                                                  Proprietary & Confidential!
                                                                      THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
Experiencing a change!


                           !
                        Seeking          Getting                                Finding a
      Having                                                                                    Optimizing            Living !
                       diagnosis!       diagnosis            Making                  plan!
     symptoms!                                                                                  & adjusting!          with it!
                                       (that you believe)!   sense of it!




                               HAVING SYMPTOMS




                                                                                                  Proprietary & Confidential!
                                                                      THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
I WOULD LOSE CONTROL 
                             IN MY HAND WHEN I GOT COLD. 

                             I THOUGHT I WAS 
                             JUST TIRED.
                                                    - on early symptoms of ALS




                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
Experiencing a change!


                           !
                        Seeking          Getting                                Finding a
      Having                                                                                    Optimizing            Living !
                       diagnosis!       diagnosis            Making                  plan!
     symptoms!                                                                                  & adjusting!          with it!
                                       (that you believe)!   sense of it!




   DO                                     WANT & NEED                                      THINK & FEEL
   - Notice something                     - Is this a big deal?                            - Worry
   - Explain it away                      - Should I see a doctor?                         - Denial
   - Wait & watch                         - Is this real, or am I                          - Avoidance
   - Maybe seek info                         overreacting?




                                                                                                  Proprietary & Confidential!
                                                                      THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
Experiencing a change!


                           !
                        Seeking          Getting                            Finding a
      Having                                                                             Optimizing     Living !
                       diagnosis!       diagnosis            Making              plan!
     symptoms!                                                                           & adjusting!   with it!
                                       (that you believe)!   sense of it!




                              SEEKING DIAGNOSIS




                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
I KNEW I HAD PARKINSON’S
          TWO YEARS BEFORE 
          THE NEUROLOGIST AGREED.
                                                               - on trying to get a diagnosis




                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
Experiencing a change!


                           !
                        Seeking          Getting                            Finding a
      Having                                                                             Optimizing     Living !
                       diagnosis!       diagnosis            Making              plan!
     symptoms!                                                                           & adjusting!   with it!
                                       (that you believe)!   sense of it!




   DO                                     WANT & NEED                                THINK & FEEL
  - Seek information                      - An answer!                               - Worry
  - Seek doctor                           - The right doctor to                      - Frustration at
    diagnosis (many?)                       diagnose me                                being ignored
  - Maybe many tests                      - Assurance I’m not                        - Helplessness
  - Patient knowledge                       crazy
    often discounted




                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
Experiencing a change!


                           !
                        Seeking          Getting                                Finding a
      Having                                                                                    Optimizing          Living !
                       diagnosis!       diagnosis            Making                  plan!
     symptoms!                                                                                  & adjusting!        with it!
                                       (that you believe)!   sense of it!




                          GETTING A DIAGNOSIS 
                              YOU BELIEVE


                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
                                                                        THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
I THOUGHT, 
          ‘AM I GOING TO DIE?’
                                                       - on being diagnosed with leukemia




                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
I TOLD THE DOCTOR 
             ‘YOU’RE FULL OF SH*T!’ 
             I OWE HER AN APOLOGY.
                                   - on not being able to accept his initial diagnosis




                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
IT’S NICE TO HAVE AN ANSWER 
           FOR WHAT’S GOING ON. IT
           TELLS ME I’M NOT CRAZY.
                                          - on being diagnosed with rheumatoid arthritis




                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
Experiencing a change!


                           !
                        Seeking          Getting                                Finding a
      Having                                                                                    Optimizing          Living !
                       diagnosis!       diagnosis            Making                  plan!
     symptoms!                                                                                  & adjusting!        with it!
                                       (that you believe)!   sense of it!




   DO                                     WANT & NEED                                      THINK & FEEL
  - Get lots of info…                     - What does it mean?                              - Shocked
    or little                             - Will I die?                                     - Overwhelmed
  - Don’t know what                       - Make a decision now…                            - Scared
    questions to ask                        or in a while                                   - Relieved
  - Experience life
                                                                                            - I can’t deal with
    changing in an
                                                                                               this
    instant
                                                                                            - I can’t react now




                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
                                                                        THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
Experiencing a change!


                           !
                        Seeking          Getting                            Finding a
      Having                                                                             Optimizing     Living !
                       diagnosis!       diagnosis            Making              plan!
     symptoms!                                                                           & adjusting!   with it!
                                       (that you believe)!   sense of it!




                            MAKING EMOTIONAL
                               SENSE OF IT


                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
I THINK I GOT A 

             MASTER’S DEGREE IN AUTISM 
             THAT FIRST SIX MONTHS.
                                                      - on information-seeking as control




                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
I WANTED INFORMATION,
                       BUT SLOWER. A
                       RIVER, NOT A WAVE. 
                       MY DAUGHTER CAME WITH ME 
                       AS MY SCRIBE AND MY EARS.
                                 - what happened just after cancer diagnosis




                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
MOM AND I ... JUST 
         COULDN’T TALK TO EVERYBODY.
                               - on using a social network for updates in the hospital




                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
Experiencing a change!


                           !
                        Seeking          Getting                            Finding a
      Having                                                                               Optimizing      Living !
                       diagnosis!       diagnosis            Making              plan!
     symptoms!                                                                             & adjusting!    with it!
                                       (that you believe)!   sense of it!




   DO                                     WANT & NEED                                THINK & FEEL
  - Seek info (control!)                  - What can I do?                               - Scared & vulnerable
  - Seek support,                         - What does Dx mean?                           - Overwhelmed
    acknowledgement,                      - Do I want to know?                           - Worried for family
    encouragement
                                          - Tell: who, when, how ?                       - Alone
  - Share with / involve
                                          - How will life change?                        - Grieving for losses
    loved ones
                                                                                         - Sole focus: I have _ !
  - Maybe seek
    activism
  - Many get stuck here


                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
Experiencing a change!


                           !
                        Seeking          Getting                            Finding a
                                                                            Finding a
      Having                                                                             Optimizing     Living !
                       diagnosis!       diagnosis            Making              plan!
                                                                                 plan
     symptoms!                                                                           & adjusting!   with it!
                                       (that you believe)!   sense of it!




                                    FINDING A PLAN 
                                     THAT WORKS


                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
people are mastering new skills




                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
YOU’RE DESPERATE.
                        YOU TRY ANYTHING
                        THAT ISN’T TOO FREAKY.
                        YOU … SEE WHAT STICKS.
                                                      - on experimenting to find a
                                                        treatment plan that works




                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
BUY A SATIN
                                           
                                     PILLOWCASE
                                     P
                                     FOR WHEN YOUR 
                                     
                                     HAIR FALLS OUT.
                                    - on how other patients fill the gaps




                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
Experiencing a change!


                           !
                        Seeking          Getting                            Finding a
                                                                            Finding a
      Having                                                                             Optimizing     Living !
                       diagnosis!       diagnosis            Making              plan!
                                                                                 plan
     symptoms!                                                                           & adjusting!   with it!
                                       (that you believe)!   sense of it!




   DO                                     WANT & NEED                                THINK & FEEL
  - May see new MD(s) - What Tx, MD, where?                                          - Still in shock
  - Discuss any options - What to expect?                                            - Identity is in flux
  - Experiment:           - How will I manage?                                       - Overwhelmed
    Effective? Fits life?                                                            - Grieving
  - Change life & work                                                               - Want independence
  - Manage loved ones                                                                  & strength
  - Find resources
  - Learn vocabulary,
    concepts, skills

                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
Experiencing a change!


                           !
                        Seeking          Getting                            Finding a
      Having                                                                             Optimizing     Living !
                       diagnosis!       diagnosis            Making              plan!
     symptoms!                                                                           & adjusting!   with it!
                                       (that you believe)!   sense of it!




                                        OPTIMIZING &
                                         ADJUSTING


                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
YOU GO FROM NEEDING TO 
                 KNOW ABOUT AUTISM
                 
                 TO NEEDING TO KNOW 
                 ABOUT YOUR CHILD.
                 
                                         - on optimizing care & becoming the expert




                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
MY NOTEBOOK 
                               COMES TO EVERY
                               DOCTOR’S
                               APPOINTMENT. 
                                            - on keeping her own history to
                                                    take control of her care



                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
IT OPENS THE DOOR FOR CONVERSATION
         BECAUSE YOU FORGET THINGS
        - on the value of tracking




                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
people tell their stories
                              to process after the fact




                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
Experiencing a change!


                           !
                        Seeking          Getting                            Finding a
      Having                                                                              Optimizing      Living !
                       diagnosis!       diagnosis            Making              plan!
     symptoms!                                                                            & adjusting!    with it!
                                       (that you believe)!   sense of it!




   DO                                     WANT & NEED                                THINK & FEEL
  - Connecting MDs          - What do others do?                                         - Not overwhelmed
  - Asking questions        - What Tx might I                                            - More confident
  - Absorbing nuance          need next?                                                 - Less vulnerable
  - Trusting self           - What hope is there?                                        - Tired of educating
  - Accepting limits                                                                       others
  - Optimize Dx, Tx
  - Make Tx trade-offs
  - Feel capable again
  - Reclaim life
  - Tell story (to process)

                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
Experiencing a change!


                           !
                        Seeking          Getting                            Finding a
      Having                                                                             Optimizing     Living !
                       diagnosis!       diagnosis            Making              plan!
     symptoms!                                                                           & adjusting!   with it!
                                       (that you believe)!   sense of it!




                                      LIVING WITH IT



                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
I USED TO WAKE UP AND THINK,
         ‘MY GOD, I HAVE PARKINSON’S.’
         NOW I WAKE UP AND THINK, ‘MY
         GOD, I HAVE TO DO THE DISHES.’
                                                                         - on the new normal




                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
Experiencing a change!


                           !
                        Seeking          Getting                            Finding a
      Having                                                                              Optimizing      Living !
                       diagnosis!       diagnosis            Making              plan!
     symptoms!                                                                            & adjusting!    with it!
                                       (that you believe)!   sense of it!




   DO                                           WANT & NEED THINK & FEEL
   - Identity has shifted                       - Need less information                  - Mostly acceptance
   - Some: help others                            & support                              - Depression
   - Some: info-browsing                        - Adjust to the new                      - Lingering fear
   - Fewer MD visits                              normal                                 - Resigned…or hopeful
   - MD conversations:                                                                   - “It could be worse”
     how are you?
   - Less tracking
   - New Dx may become
     focus



                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
Experiencing a change!


                           !
                        Seeking          Getting                            Finding a
      Having                                                                             Optimizing     Living !
                       diagnosis!       diagnosis            Making              plan!
     symptoms!                                                                           & adjusting!   with it!
                                       (that you believe)!   sense of it!




                                    EXPERIENCING A
                                       CHANGE



                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
YOU’RE CONSTANTLY 
                         DEALING WITH LOSS
                                  - on handling his slow decline with ALS




                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
I CAN CONTROL MY 
                                BLOOD SUGAR. I GET
                                MORE FRUSTRATED 
                                 WITH MY THYROID.
                                                - on managing a new diagnosis




                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
SEEKING BEHAVIOR
                                                                                           Experiencing a change!

                            !
                         Seeking          Getting                            Finding a
       Having                                                                             Optimizing     Living !
                        diagnosis!       diagnosis            Making              plan!
      symptoms!                                                                           & adjusting!   with it!
                                        (that you believe)!   sense of it!




     Information




     Support




                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
INFORMATION NEEDS
                                                                                           Experiencing a change!

                            !
                         Seeking          Getting                            Finding a
       Having                                                                             Optimizing     Living !
                        diagnosis!       diagnosis            Making              plan!
      symptoms!                                                                           & adjusting!   with it!
                                        (that you believe)!   sense of it!


    Preferred sources

        Known “experts”

                                                                                   People “like me”



    Preferred depth
                                        The basics

                                                                                    More nuance

                                          THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential!
© 2012 PATIENTSLIKEME. USED WITH PERMISSION.
                                                                                 USED WITH PERMISSION.
When used effectively,
JOURNEY MAPS ARE
INSIGHT TOOLS, NOT 
PRETTY DELIVERABLES


                    Proprietary & Confidential!
                 © 2012 Kim Goodwin | @kimgoodwin
HUGE THANKS!


Research team
                       Synthesis team
Kate Brigham     Jamie Heywood       Kate Brigham
Maureen Oakes    Jeff Cole           Maureen Oakes
Jeremy Gilbert   Scott Listfield     Jeremy Gilbert
Lori Scanlon     Doug Marttila       Jeff Dwyer
Jeff Dwyer       Amy Newell
Steve Hammond    James Kebinger
Ben Heywood      Winfield Peterson




                                        Proprietary & Confidential!
THANKS! 
                             @kimgoodwin
                                  Proprietary & Confidential!
Image: USGS public domain

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Semelhante a Journey mapping as insight tool - a healthcare case study UXLX 2012

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Journey mapping as insight tool - a healthcare case study UXLX 2012

  • 1. JOURNEY ! MAPPING! AS INSIGHT TOOL a healthcare case study Kim Goodwin @kimgoodwin UXLX 2012 Proprietary & Confidential! Image: USGS public domain
  • 2. user mental model of process steps 1 2 3 4 5 attributes of process A B C Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
  • 3. MAKING THEM EFFECTIVE Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
  • 4. EXPERIENCE / JOURNEY MAPS ARE! NOT ABOUT US which of our tools they use who owns those tools our feature & service ideas Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
  • 5. JOURNEY STEPS ARE DRIVEN BY DATA 1 2 3 4 5 Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
  • 6. JOURNEY ATTRIBUTES … A A B B C C Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
  • 7. …ARE WHAT CUSTOMERS / USERS: WANT & NEED to know, feel, accomplish DO with what tools & why THINK & FEEL about their experience Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
  • 8. POTENTIAL USES Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
  • 9. 1 ELICIT & CLARIFY with interviewees See what’s available Pick a few options - Get informed - Price & features - Look at car sites - Manageable set - Ask friends - Expert reviews Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
  • 10. 2 ASSESS your effectiveness Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
  • 11. 3 FIND OPPORTUNITIES & commonalities ✔ ✔ ✔ ✔ ☹ ☹ Proprietary & Confidential!
  • 12. 4 BEGIN SOLVING for a persona She wants to know X. We should show that first. Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
  • 13. maps are ideal tools for PROLONGED MULTI-CHANNEL MULTI-PLATFORM user experiences Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
  • 14. HEALTHCARE EXAMPLE Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
  • 15. Uses shared patient data to help patients achieve better outcomes - immediate support - tracking - long-term research Proprietary & Confidential!
  • 16. GOAL: BROADEN AUDIENCE in-home & remote ethnography decision-making, support, content creation & use Proprietary & Confidential! THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION. © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
  • 17. WHAT WE FOUND was remarkable consistency Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! Proprietary & Confidential! THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION. © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
  • 18. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! HAVING SYMPTOMS Proprietary & Confidential! THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION. © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
  • 19. I WOULD LOSE CONTROL IN MY HAND WHEN I GOT COLD. I THOUGHT I WAS JUST TIRED. - on early symptoms of ALS THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 20. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! DO WANT & NEED THINK & FEEL - Notice something - Is this a big deal? - Worry - Explain it away - Should I see a doctor? - Denial - Wait & watch - Is this real, or am I - Avoidance - Maybe seek info overreacting? Proprietary & Confidential! THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION. © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
  • 21. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! SEEKING DIAGNOSIS THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 22. I KNEW I HAD PARKINSON’S TWO YEARS BEFORE THE NEUROLOGIST AGREED. - on trying to get a diagnosis THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 23. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! DO WANT & NEED THINK & FEEL - Seek information - An answer! - Worry - Seek doctor - The right doctor to - Frustration at diagnosis (many?) diagnose me being ignored - Maybe many tests - Assurance I’m not - Helplessness - Patient knowledge crazy often discounted THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 24. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! GETTING A DIAGNOSIS YOU BELIEVE THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION. THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
  • 25. I THOUGHT, ‘AM I GOING TO DIE?’ - on being diagnosed with leukemia THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 26. I TOLD THE DOCTOR ‘YOU’RE FULL OF SH*T!’ I OWE HER AN APOLOGY. - on not being able to accept his initial diagnosis THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 27. IT’S NICE TO HAVE AN ANSWER FOR WHAT’S GOING ON. IT TELLS ME I’M NOT CRAZY. - on being diagnosed with rheumatoid arthritis THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 28. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! DO WANT & NEED THINK & FEEL - Get lots of info… - What does it mean? - Shocked or little - Will I die? - Overwhelmed - Don’t know what - Make a decision now… - Scared questions to ask or in a while - Relieved - Experience life - I can’t deal with changing in an this instant - I can’t react now THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION. THIS EXAMPLE IS © 2012 PATIENTSLIKEME. USED WITH PERMISSION.
  • 29. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! MAKING EMOTIONAL SENSE OF IT THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 30. I THINK I GOT A MASTER’S DEGREE IN AUTISM THAT FIRST SIX MONTHS. - on information-seeking as control THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 31. I WANTED INFORMATION, BUT SLOWER. A RIVER, NOT A WAVE. MY DAUGHTER CAME WITH ME AS MY SCRIBE AND MY EARS. - what happened just after cancer diagnosis THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 32. MOM AND I ... JUST COULDN’T TALK TO EVERYBODY. - on using a social network for updates in the hospital THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 33. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! DO WANT & NEED THINK & FEEL - Seek info (control!) - What can I do? - Scared & vulnerable - Seek support, - What does Dx mean? - Overwhelmed acknowledgement, - Do I want to know? - Worried for family encouragement - Tell: who, when, how ? - Alone - Share with / involve - How will life change? - Grieving for losses loved ones - Sole focus: I have _ ! - Maybe seek activism - Many get stuck here THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 34. Experiencing a change! ! Seeking Getting Finding a Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! plan symptoms! & adjusting! with it! (that you believe)! sense of it! FINDING A PLAN THAT WORKS THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 35. people are mastering new skills THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 36. YOU’RE DESPERATE. YOU TRY ANYTHING THAT ISN’T TOO FREAKY. YOU … SEE WHAT STICKS. - on experimenting to find a treatment plan that works THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 37. BUY A SATIN PILLOWCASE P FOR WHEN YOUR HAIR FALLS OUT. - on how other patients fill the gaps THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 38. Experiencing a change! ! Seeking Getting Finding a Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! plan symptoms! & adjusting! with it! (that you believe)! sense of it! DO WANT & NEED THINK & FEEL - May see new MD(s) - What Tx, MD, where? - Still in shock - Discuss any options - What to expect? - Identity is in flux - Experiment: - How will I manage? - Overwhelmed Effective? Fits life? - Grieving - Change life & work - Want independence - Manage loved ones & strength - Find resources - Learn vocabulary, concepts, skills THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 39. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! OPTIMIZING & ADJUSTING THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 40. YOU GO FROM NEEDING TO KNOW ABOUT AUTISM TO NEEDING TO KNOW ABOUT YOUR CHILD. - on optimizing care & becoming the expert THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 41. MY NOTEBOOK COMES TO EVERY DOCTOR’S APPOINTMENT. - on keeping her own history to take control of her care THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 42. IT OPENS THE DOOR FOR CONVERSATION BECAUSE YOU FORGET THINGS - on the value of tracking THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 43. people tell their stories to process after the fact THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 44. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! DO WANT & NEED THINK & FEEL - Connecting MDs - What do others do? - Not overwhelmed - Asking questions - What Tx might I - More confident - Absorbing nuance need next? - Less vulnerable - Trusting self - What hope is there? - Tired of educating - Accepting limits others - Optimize Dx, Tx - Make Tx trade-offs - Feel capable again - Reclaim life - Tell story (to process) THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 45. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! LIVING WITH IT THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 46. I USED TO WAKE UP AND THINK, ‘MY GOD, I HAVE PARKINSON’S.’ NOW I WAKE UP AND THINK, ‘MY GOD, I HAVE TO DO THE DISHES.’ - on the new normal THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 47. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! DO WANT & NEED THINK & FEEL - Identity has shifted - Need less information - Mostly acceptance - Some: help others & support - Depression - Some: info-browsing - Adjust to the new - Lingering fear - Fewer MD visits normal - Resigned…or hopeful - MD conversations: - “It could be worse” how are you? - Less tracking - New Dx may become focus THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 48. Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! EXPERIENCING A CHANGE THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 49. YOU’RE CONSTANTLY DEALING WITH LOSS - on handling his slow decline with ALS THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 50. I CAN CONTROL MY BLOOD SUGAR. I GET MORE FRUSTRATED WITH MY THYROID. - on managing a new diagnosis THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 51. SEEKING BEHAVIOR Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! Information Support THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 52. INFORMATION NEEDS Experiencing a change! ! Seeking Getting Finding a Having Optimizing Living ! diagnosis! diagnosis Making plan! symptoms! & adjusting! with it! (that you believe)! sense of it! Preferred sources Known “experts” People “like me” Preferred depth The basics More nuance THIS EXAMPLE IS © 2012 PATIENTSLIKEME.Proprietary & Confidential! © 2012 PATIENTSLIKEME. USED WITH PERMISSION. USED WITH PERMISSION.
  • 53. When used effectively, JOURNEY MAPS ARE INSIGHT TOOLS, NOT PRETTY DELIVERABLES Proprietary & Confidential! © 2012 Kim Goodwin | @kimgoodwin
  • 54. HUGE THANKS! Research team Synthesis team Kate Brigham Jamie Heywood Kate Brigham Maureen Oakes Jeff Cole Maureen Oakes Jeremy Gilbert Scott Listfield Jeremy Gilbert Lori Scanlon Doug Marttila Jeff Dwyer Jeff Dwyer Amy Newell Steve Hammond James Kebinger Ben Heywood Winfield Peterson Proprietary & Confidential!
  • 55. THANKS! @kimgoodwin Proprietary & Confidential! Image: USGS public domain