{"id":5948,"date":"2017-02-06T11:14:14","date_gmt":"2017-02-06T11:14:14","guid":{"rendered":"https:\/\/marvel7077.wpengine.com\/?p=5948"},"modified":"2020-12-14T11:12:01","modified_gmt":"2020-12-14T11:12:01","slug":"run-empathy-user-journey-mapping-workshop","status":"publish","type":"post","link":"https:\/\/www.marvelapp.net\/blog\/run-empathy-user-journey-mapping-workshop\/","title":{"rendered":"How to Run an Empathy &#038; User Journey Mapping\u00a0Workshop"},"content":{"rendered":"<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><iframe loading=\"lazy\" class=\"display-block marginTopBottom-l centered\" src=\"https:\/\/player.vimeo.com\/video\/157583918?color=ffffff&amp;title=0&amp;byline=0\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Introduction<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">This article will teach you two popular <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/www.marvelapp.net\/blog\/introducing-design-thinking-workshop-kit\/\">design workshop techniques<\/a>: <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/www.marvelapp.net\/blog\/how-to-build-an-experience-map\/\">empathy mapping<\/a> and user journey mapping.<strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"> Empathy mapping <\/strong>is a way to characterise your target users in order to make effective design decisions. <strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">User journey mapping<\/strong> is a way to deconstruct a user\u2019s experience with a product or service as a series of steps and themes. Put simply, these methods encourage your stakeholders to think about user needs effectively, identifying pain points and opportunities in a systematic and straightforward way.<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\"Empathy mapping is a way to characterise your target users in order to make effective design decisions.\"<\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">To make things interesting, I\u2019m going to explain the methods in the context of a fictional case study. Let\u2019s imagine it\u2019s 2004 and we\u2019re a hardware company called <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/en.wikipedia.org\/wiki\/Flip_Video\">Pure Digital<\/a> looking to get into the digital video camera market. We\u2019re just starting to work on a new type of camera that will later be named \u201cThe Flip\u201d (If you\u2019re old enough you\u2019ll remember it was a really big deal in the days before the iPhone). At the time, other manufacturers were making bulky camcorders while The Flip ended up being small, plasticky and about \u00bc of the price, managing to dominate the market through a superior user experience. In a way, it set the tone for many of the video sharing features you have on your smartphone today.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Empathy Mapping<\/h2>\n<div id=\"attachment_5958\" style=\"width: 1187px\" class=\"wp-caption alignnone\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/02\/1-AK3FkgRv8baaWT34M7cypw.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5958\" class=\"wp-image-5958 size-full\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/02\/1-AK3FkgRv8baaWT34M7cypw.png\" alt=\"1-ak3fkgrv8baawt34m7cypw\" width=\"1177\" height=\"846\" srcset=\"https:\/\/www.marvelapp.net\/wp-content\/uploads\/2017\/02\/1-AK3FkgRv8baaWT34M7cypw.png 1177w, https:\/\/www.marvelapp.net\/wp-content\/uploads\/2017\/02\/1-AK3FkgRv8baaWT34M7cypw-600x431.png 600w, https:\/\/www.marvelapp.net\/wp-content\/uploads\/2017\/02\/1-AK3FkgRv8baaWT34M7cypw-768x552.png 768w\" sizes=\"auto, (max-width: 1177px) 100vw, 1177px\" \/><\/a><p id=\"caption-attachment-5958\" class=\"wp-caption-text\">A blank empathy map template. <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/dl.dropboxusercontent.com\/u\/359667\/UJM\/BlankEmpathyMap.pdf\">Download it\u00a0here.<\/a><\/p><\/div>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">An empathy map is a very quick, <strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">very rough persona template <\/strong>(<a class=\"link link--blue fontWeight-4\"href=\"http:\/\/gamestorming.com\/\">Gray et al, 2010<\/a>). It\u2019s not much different to any other ad-hoc persona template\u2014 it\u2019s really just a tool to articulate what you know about a particular type of user\u2014 their needs, goals, expectations, behaviours, pain points, and so on.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Once you\u2019ve created an empathy map, you then use it as a<strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"> tool for design decision making<\/strong>. In other words, you role-play as the persona and say to yourselves <em>\u201cWhat would this persona think when they see this?\u201d<\/em> or <em>\u201cWhat unanswered questions would prevent them from proceeding to the next step?\u201d<\/em> and so on.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Ideally all personas should be based on solid research findings, but this isn\u2019t always possible. At the beginning of a project (during the <strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">discovery phase<\/strong> or <strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">exploration phase<\/strong>) you\u2019ll have no research to draw upon, but you will have a room full of project stakeholders. They probably already have some fairly clear hypotheses about their customer segments and the key defining characteristics of each type. Empathy maps will help your stakeholders externalise their knowledge in a form that assists with design decision-making. You can then treat your empathy maps as hypotheses for any formal user research that comes later in the project.<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\"Ideally all personas should be based on solid research findings\"<\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Anyway, let\u2019s get back to our Pure Digital case study. The idea is that we\u2019d get a group of stakeholders in a room, and get them to identify their main user types (there\u2019s usually a few user types for any product or service, but for the sake of this article we\u2019ll talk about just one). You then give them the template, some Sharpies and Post-its, then have them fill it in. You\u2019ll notice that a post-it could go into one quadrant or another depending on the way you word it. Don\u2019t worry about this\u2014 it\u2019s not science, it\u2019s just a way to get stuff out of their heads and onto paper as quickly as possible. Here\u2019s what they create, below:<\/p>\n<div id=\"attachment_5959\" style=\"width: 1930px\" class=\"wp-caption alignnone\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/02\/1-JEU265Esy6GTQDzAl-e7iA.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5959\" class=\"wp-image-5959 size-full\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/02\/1-JEU265Esy6GTQDzAl-e7iA.png\" alt=\"1-jeu265esy6gtqdzal-e7ia\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.marvelapp.net\/wp-content\/uploads\/2017\/02\/1-JEU265Esy6GTQDzAl-e7iA.png 1920w, https:\/\/www.marvelapp.net\/wp-content\/uploads\/2017\/02\/1-JEU265Esy6GTQDzAl-e7iA-600x338.png 600w, https:\/\/www.marvelapp.net\/wp-content\/uploads\/2017\/02\/1-JEU265Esy6GTQDzAl-e7iA-768x432.png 768w, https:\/\/www.marvelapp.net\/wp-content\/uploads\/2017\/02\/1-JEU265Esy6GTQDzAl-e7iA-1500x844.png 1500w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/a><p id=\"caption-attachment-5959\" class=\"wp-caption-text\">Our hypothetical empathy map showing Charlie, our target\u00a0user.<\/p><\/div>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">As you can see in the diagram above, our target user is experiencing a lot of annoyances with the way products enable him to record and share video. She doesn\u2019t care about codecs or spare battery packs. She doesn\u2019t want to spend weeks choosing the perfect camera. She wants something that \u201cjust works\u201d. Remember, we\u2019re imagining this design exercise is being done 2004: pre-iPhone and pre-YouTube.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">User Journey\u00a0Mapping<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Now we\u2019ll take our insights about Charlie and apply them to an experience that the\u2019ve had. There are two types of user journey map: <strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">retrospective maps<\/strong>: where you map out how users currently do stuff (typically based on research findings); and <strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">prospective maps<\/strong>: where you map how you expect users to behave with a new product idea. In this article we\u2019ll be doing a retrospective map.<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\"User journey mapping is a way to deconstruct a user\u2019s experience with a product or service\"<\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">A user journey map is really just a big table with steps through time on the horizontal axis, and themes for analysis on the vertical axis. Either find a clean wall or get big foamcore board, and use masking tape to create a big grid. The steps on the horizontal axis will vary according to the problem you\u2019re working on, but the vertical axis usually stays the same.<\/p>\n<div id=\"attachment_5960\" style=\"width: 1930px\" class=\"wp-caption alignnone\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/02\/1-gGKoT4n6bLSdgiEsMZUq2w.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5960\" class=\"wp-image-5960 size-full\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/02\/1-gGKoT4n6bLSdgiEsMZUq2w.png\" alt=\"1-ggkot4n6blsdgiesmzuq2w\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.marvelapp.net\/wp-content\/uploads\/2017\/02\/1-gGKoT4n6bLSdgiEsMZUq2w.png 1920w, https:\/\/www.marvelapp.net\/wp-content\/uploads\/2017\/02\/1-gGKoT4n6bLSdgiEsMZUq2w-600x338.png 600w, https:\/\/www.marvelapp.net\/wp-content\/uploads\/2017\/02\/1-gGKoT4n6bLSdgiEsMZUq2w-768x432.png 768w, https:\/\/www.marvelapp.net\/wp-content\/uploads\/2017\/02\/1-gGKoT4n6bLSdgiEsMZUq2w-1500x844.png 1500w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/a><p id=\"caption-attachment-5960\" class=\"wp-caption-text\">A simple user journey map framework<\/p><\/div>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">As a group, you now work together to fill in the grid. It\u2019s best to start left-to-right top-to-bottom, regularly referencing the empathy map as a source of inspiration. Don\u2019t worry if there are some blank cells, this is normal.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><span class=\"long-quote\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Actions<\/strong>: the thing the user needs to do to move to the next step<\/span><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Questions<\/strong>: things the user needs answering before they\u2019ll be willing to move to the next step<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Happy moments<\/strong>: positive, enjoyable things that improve the experience<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Pain points<\/strong>: frustrations and annoyances that spoil the experience<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Opportunities<\/strong>: design enhancements that you could implement in a new product, that address any of the problems identified.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">This is what our finished user journey map looks like:<\/p>\n<div id='gallery-1' class='gallery galleryid-5948 gallery-columns-1 gallery-size-full'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/www.marvelapp.net\/wp-content\/uploads\/2017\/02\/1-qfpQLIThSXQFgB6da_Hhrg.png'><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/www.marvelapp.net\/wp-content\/uploads\/2017\/02\/1-qfpQLIThSXQFgB6da_Hhrg.png\" class=\"attachment-full size-full\" alt=\"\" aria-describedby=\"gallery-1-5965\" srcset=\"https:\/\/www.marvelapp.net\/wp-content\/uploads\/2017\/02\/1-qfpQLIThSXQFgB6da_Hhrg.png 1920w, https:\/\/www.marvelapp.net\/wp-content\/uploads\/2017\/02\/1-qfpQLIThSXQFgB6da_Hhrg-600x338.png 600w, https:\/\/www.marvelapp.net\/wp-content\/uploads\/2017\/02\/1-qfpQLIThSXQFgB6da_Hhrg-768x432.png 768w, https:\/\/www.marvelapp.net\/wp-content\/uploads\/2017\/02\/1-qfpQLIThSXQFgB6da_Hhrg-1500x844.png 1500w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/a>\n\t\t\t<\/dt>\n\t\t\t\t<dd class='wp-caption-text gallery-caption' id='gallery-1-5965'>\n\t\t\t\tA user journey map showing Charlie\u2019s experience creating and sharing digital video in the mid 2000s.\n\t\t\t\t<\/dd><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">It\u2019s important to leave the \u201cOpportunities\u201d row until last. It\u2019s basically a summary of the problems you\u2019ve identified (i.e. unanswered questions and pain points), re-conceived as design opportunities.<\/p>\n<div id=\"attachment_5961\" style=\"width: 1930px\" class=\"wp-caption alignnone\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/02\/1-MPJT0Y1_3KW_mBQzi0A6Cw.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5961\" class=\"wp-image-5961 size-full\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2017\/02\/1-MPJT0Y1_3KW_mBQzi0A6Cw.png\" alt=\"1-mpjt0y1_3kw_mbqzi0a6cw\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.marvelapp.net\/wp-content\/uploads\/2017\/02\/1-MPJT0Y1_3KW_mBQzi0A6Cw.png 1920w, https:\/\/www.marvelapp.net\/wp-content\/uploads\/2017\/02\/1-MPJT0Y1_3KW_mBQzi0A6Cw-600x338.png 600w, https:\/\/www.marvelapp.net\/wp-content\/uploads\/2017\/02\/1-MPJT0Y1_3KW_mBQzi0A6Cw-768x432.png 768w, https:\/\/www.marvelapp.net\/wp-content\/uploads\/2017\/02\/1-MPJT0Y1_3KW_mBQzi0A6Cw-1500x844.png 1500w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/a><p id=\"caption-attachment-5961\" class=\"wp-caption-text\">Opportunities derived from the User Journey Mapping\u00a0exercise<\/p><\/div>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">What comes\u00a0next<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Having done the workshop, you\u2019ve gained the following things:<\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li>Participants have learned about <strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">user centred decision-making<\/strong><\/li>\n<li>They\u2019ve started to think in terms of <strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">users<\/strong> and <strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">journeys<\/strong>, not specs and features<\/li>\n<li>You\u2019ve identified some potential <strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">opportunities for the product roadmap<\/strong><\/li>\n<\/ul>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">That said, it\u2019s important not to get carried away. A User Journey Map workshop doesn\u2019t magically allow you to skip through the design process. It gives you a good starting point. It\u2019s normal to spend a few weeks in the discovery and exploration phases, understanding your target users through research, exploring design concepts, iterating and throwing a lot of bad ideas away before a line of code gets written.<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\"A User Journey Map workshop doesn\u2019t magically allow you to skip through the design process.\"<\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">One final piece of advice: if you do an <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/www.google.co.uk\/search?as_st=y&amp;tbm=isch&amp;hl=en&amp;as_q=user+journey++journey+map+or+CX+map&amp;as_epq=&amp;as_oq=map+customer+&amp;as_eq=&amp;imgsz=&amp;imgar=&amp;imgc=&amp;imgcolor=&amp;imgtype=&amp;cr=&amp;as_sitesearch=&amp;safe=images&amp;as_filetype=&amp;as_rights=\">image search for User Journey Maps<\/a> you\u2019ll see lots of very elaborate posters. These are often made by design agencies to justify their fees\u2014 don\u2019t bother doing this unless you\u2019re certain it\u2019ll bring value to your team. Your time may better be spent designing a prototype rather than a poster. Also, if you\u2019ve done your maps based on assumptions, an elaborate poster creates a false sense of validity which is very dangerous. Instead, you should use your assumptive map as a straw man, and initiate some proper user research to find out whether the hypotheses stand up to reality (e.g. qualitative interviews, usability tests, field studies, surveys, and so on).<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\u2014<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><em>If you want to chat, drop me a line: <a class=\"link link--blue fontWeight-4\"href=\"mailto:harry@brignull.com\">harry@brignull.com<\/a>. To read more of my articles, check out <a class=\"link link--blue fontWeight-4\"href=\"http:\/\/www.90percentofeverything.com\/\">90percentofeverything.com<\/a><\/em><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><em>This post was originally published on <a class=\"link link--blue fontWeight-4\"class=\"link link--blue fontWeight-4\" href=\"https:\/\/medium.com\/@harrybr\/how-to-run-an-empathy-user-journey-mapping-workshop-813f3737067#.c085zwus0\">Harry\u2019s Medium profile<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Introduction This article will teach you two popular design workshop techniques: empathy mapping and user journey mapping. Empathy mapping is a way to characterise your target users in order to make effective design decisions. User journey mapping is a way to deconstruct a user\u2019s experience with a product or service as a series of steps and themes. Put simply, these&#8230; <a class=\"link link--blue fontWeight-4\" href=\"https:\/\/www.marvelapp.net\/blog\/run-empathy-user-journey-mapping-workshop\/\">Read More &#65515;<\/a><\/p>\n","protected":false},"author":88,"featured_media":5980,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[],"class_list":["post-5948","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-viewpoint"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v15.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marvelapp.net\/blog\/run-empathy-user-journey-mapping-workshop\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Run an Empathy &amp; User Journey Mapping\u00a0Workshop | Marvel Blog\" \/>\n<meta property=\"og:description\" content=\"Introduction This article will teach you two popular design workshop techniques: empathy mapping and user journey mapping. Empathy mapping is a way to characterise your target users in order to make effective design decisions. User journey mapping is a way to deconstruct a user\u2019s experience with a product or service as a series of steps and themes. Put simply, these... 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