Example: Gate Sales Application User

journey map workshop 01.jpg

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

  1. Thinking

  2. Doing

  3. Feeling (scaled from 1 to 5)

  4. Pain Points

  5. 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

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.

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