Are we nearly there yet?
A closer look at user journeys
Introduction
“thought patterns, processes, paths”
Auriea Harvey
zentropy8
Types of journey
1. From A-Z asap
March Hare: Why don't you start at the begining?
Mad Hatter: Yes and when you reach the end... Stop.
Alic...
It’s the act of creating, completing or recording information
requires significant interaction from user
Often form based
What does this journey resemble?
Or it could look like this
Preparation is required
Real life or digital
I’m doing this because I have to
Often bureaucratic experiences e.g tax return/applying for a job
I’m doing this because I want to
Fun journey - creating something –
moo.com / 100 feelings felt.org / lulu.com
Early barriers
Common pitfalls with this type of journey
- [ ]
mouse miles / inconsistency
Necessary offline activity
Activity on another website
Distractions along the way
What can often go wrong with this type of journe
Passport control, tickets and fares
What can go wrong?
Just too much like hard work
So how can we design these journeys better?
Indication of how long the journey is and where you are
Progress bars that sta...
Use progressive disclosure
Automatically save progress
Simple and clear orientation - Where am I? Where was I? Where do I go next?
Buttons bigger hit range than visually indicated
Only 1 clear next step – and no peripheral distractions
Timely help and i...
**
2. Desparately seeking…
What does this journey look like?
Narrow down possibilities and options
The information scent should get stronger with eac...
I know exactly what I want
Fiiltering out what I want from what I don’t want
*
Could be fun searching for clues - eg treasure hunt - eBay
Could be panicked - eg emergency medical or legal advice
Alternative devices and routes to desired content
User has a fairly definite end point in mind
Characteristics of this jou...
Recipe, article, person, event, product, address, picture
Situations and scenarios where it occurs
and examples
Poor retrieval tools or over-whelming amount of information at once
What can often go wrong with this type of journe
Distractions on the way or misleading or non-existent sign-posting
Poor retrieval tools or over-whelming amount of informa...
*
Traditional menus and faceted classifications
Accelerate as information scent gets stronger and stronger
Use long links ...
3. Exploration and inspiration
**
Most commonly a lattice, but sometimes even a maze or labyrinth
What does this journey look like?
-Speed/tempo irregular
Emphasis on active engagement/interaction
Maps are particularly useful for this type of journey
Can...
Library
Situations, scenarios and examples
Gallery
Situations, scenarios and examples
Playing
Situations, scenarios and examples
Learning
Situations, scenarios and examples
Avoid motion sickness
What can go wrong?
Innaccurate, generic or missing context
What can go wrong?
-Design journeys around the possible contexts of the content
How to do it better
Provide prominent links to strongest contexts
Progressive disclosure depending on the strength of the context
How to do it...
-Chain content according to context for richer journeys
How to do it better
Allow the content to breathe
How to do it better
-Show where you've been
Show where others have been
How to do it better
**
I know exactly what I want
Fiiltering out what I want from what I don’t want
4. Rooted to the spot
Mostly passive participation in a live event
Actions prompted by changes happening in the event – reactive
Journey is happ...
*
Fixed focus of attention in the centre with all the activity going on around it
What does this journey look like?
Journey is in 3 parts - build up, live event and post mortem
Characteristics of the journey
Interface is dynamic…
Characteristics of the journey
…and contextual
Characteristics of the journey
*
Sports event – fli
Stockbroker
Live apple announcements
Situations and scenarios where it occurs
and examples
*
Technology
Lliveness not explained and exploited and interfaces left bare when even not happening
Generic info not speci...
*
Provide alternative consumption models - eg video, audio, text based
Provide good error messaging
Make everything contex...
Disjointed but frequent - as and when needed
Away we go!
Characteristics of the journey
*
Journeys that enhance and mingle with reality - augmented reality
Fusion of real and virt...
rjdj
Examples (real and ficticious!)
Walkr
Are we nearly there yet?
seeing through walls
Design sites with the journey type in mind
Try and identify types of journeys early on and consider their specfic characte...
Thanks for reading!
(some of the images used in this presentation are mine, others aren’t. I
did collect credits along the...
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Are we nearly there yet?

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An introduction to the main types of user journeys; when to use them, advice for creating them and real examples to refer to.

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Are we nearly there yet?

  1. 1. Are we nearly there yet? A closer look at user journeys
  2. 2. Introduction “thought patterns, processes, paths” Auriea Harvey zentropy8
  3. 3. Types of journey
  4. 4. 1. From A-Z asap March Hare: Why don't you start at the begining? Mad Hatter: Yes and when you reach the end... Stop. Alice in Wonderland
  5. 5. It’s the act of creating, completing or recording information requires significant interaction from user Often form based
  6. 6. What does this journey resemble?
  7. 7. Or it could look like this
  8. 8. Preparation is required Real life or digital
  9. 9. I’m doing this because I have to Often bureaucratic experiences e.g tax return/applying for a job
  10. 10. I’m doing this because I want to Fun journey - creating something – moo.com / 100 feelings felt.org / lulu.com
  11. 11. Early barriers Common pitfalls with this type of journey
  12. 12. - [ ] mouse miles / inconsistency
  13. 13. Necessary offline activity Activity on another website
  14. 14. Distractions along the way What can often go wrong with this type of journe
  15. 15. Passport control, tickets and fares
  16. 16. What can go wrong? Just too much like hard work
  17. 17. So how can we design these journeys better? Indication of how long the journey is and where you are Progress bars that start with some mileage on the clock and that get faster and faster
  18. 18. Use progressive disclosure
  19. 19. Automatically save progress Simple and clear orientation - Where am I? Where was I? Where do I go next?
  20. 20. Buttons bigger hit range than visually indicated Only 1 clear next step – and no peripheral distractions Timely help and informative errors
  21. 21. ** 2. Desparately seeking…
  22. 22. What does this journey look like? Narrow down possibilities and options The information scent should get stronger with each page
  23. 23. I know exactly what I want Fiiltering out what I want from what I don’t want
  24. 24. * Could be fun searching for clues - eg treasure hunt - eBay
  25. 25. Could be panicked - eg emergency medical or legal advice
  26. 26. Alternative devices and routes to desired content User has a fairly definite end point in mind Characteristics of this journey
  27. 27. Recipe, article, person, event, product, address, picture Situations and scenarios where it occurs and examples
  28. 28. Poor retrieval tools or over-whelming amount of information at once What can often go wrong with this type of journe
  29. 29. Distractions on the way or misleading or non-existent sign-posting Poor retrieval tools or over-whelming amount of information at once What can often go wrong with this type of journey?
  30. 30. * Traditional menus and faceted classifications Accelerate as information scent gets stronger and stronger Use long links - 9-10 words per link Design journeys around the possible contexts of the content How to do it better
  31. 31. 3. Exploration and inspiration **
  32. 32. Most commonly a lattice, but sometimes even a maze or labyrinth What does this journey look like?
  33. 33. -Speed/tempo irregular Emphasis on active engagement/interaction Maps are particularly useful for this type of journey Can be social Characteristics of the journey
  34. 34. Library Situations, scenarios and examples
  35. 35. Gallery Situations, scenarios and examples
  36. 36. Playing Situations, scenarios and examples
  37. 37. Learning Situations, scenarios and examples
  38. 38. Avoid motion sickness What can go wrong?
  39. 39. Innaccurate, generic or missing context What can go wrong?
  40. 40. -Design journeys around the possible contexts of the content How to do it better
  41. 41. Provide prominent links to strongest contexts Progressive disclosure depending on the strength of the context How to do it better
  42. 42. -Chain content according to context for richer journeys How to do it better
  43. 43. Allow the content to breathe How to do it better
  44. 44. -Show where you've been Show where others have been How to do it better
  45. 45. ** I know exactly what I want Fiiltering out what I want from what I don’t want 4. Rooted to the spot
  46. 46. Mostly passive participation in a live event Actions prompted by changes happening in the event – reactive Journey is happening to the user rather than the user actively undertaking the journey What is this journey?
  47. 47. * Fixed focus of attention in the centre with all the activity going on around it What does this journey look like?
  48. 48. Journey is in 3 parts - build up, live event and post mortem Characteristics of the journey
  49. 49. Interface is dynamic… Characteristics of the journey
  50. 50. …and contextual Characteristics of the journey
  51. 51. * Sports event – fli Stockbroker Live apple announcements Situations and scenarios where it occurs and examples
  52. 52. * Technology Lliveness not explained and exploited and interfaces left bare when even not happening Generic info not specific info What can go wrong?
  53. 53. * Provide alternative consumption models - eg video, audio, text based Provide good error messaging Make everything contextual to the main event How to do it better
  54. 54. Disjointed but frequent - as and when needed Away we go!
  55. 55. Characteristics of the journey * Journeys that enhance and mingle with reality - augmented reality Fusion of real and virtual worlds Emphasis on experiential Completely contextual - location or time based Relies on push technology What are these types of journey?
  56. 56. rjdj Examples (real and ficticious!)
  57. 57. Walkr
  58. 58. Are we nearly there yet?
  59. 59. seeing through walls
  60. 60. Design sites with the journey type in mind Try and identify types of journeys early on and consider their specfic characteristics, common problems and ways to counteract these. Apply contexts sensitively, carefully and accurately Predict and test potential pain points then design to guard against them Summary
  61. 61. Thanks for reading! (some of the images used in this presentation are mine, others aren’t. I did collect credits along the way, but managed to delete the slide, oops. If I’ve used one of yours, please let me know if you want me to remove it or would like a credit and I’ll amend accordingly. Cheers!) cath@electricelephant.com

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