Visualisation – Journey Mapping 

 The Challenge 

 I work for a subscription TV company , we ’re responsible for improving the user experience of our   products primarily focusing on the user interface . We needed to identify pain - points and frustrations   that customers were having with our flagship product and then improve upon them . Our goal was to   remove these pain - points and streamline the experience . This is particularly important for a TV   product as after a hard day of work our customers want to relax in front of their TV ’s and everything   to just work . They have a low tolerance for frustration and an easy means to change to a different   subscription service or free to air TV . 

 Selection 

 We selected a visualisation technique called journey mapping , as described on day 1 during the   Good Kitchen story where Hatch and Bloom reimagined a food delivery service for the elderly of   Denmark . We selected this tool because it was highly visual , and we felt that internal stakeholders   could grasp very quickly . This was important because not everyone was aligned to what the   problems were . We also needed a tool that would allow us to connect customers experiences with   the emotions that were generated along the way . These customers journeys were well known but   not well understood . Our goal was to visualise these journeys to align our internal stakeholders to   the most important pain points that our customers were experiencing . 

 Application 

 We started by digging into a body to research we had previously done of the last couple of years . We   quickly drew up what we thought were the 3 most important journeys for our customers . We   mapped out each step that our customers took during these journeys . Then we used the research   and our own experiences to add pain - points and frustrations to each step where appropriate . We   used colour coding and happy or frowny faces to ensure the steps in the journey where the most   frustration was felt were clearly visible . We printed these journeys out and stuck them onto a big   wall . We then invited stakeholders from the business for short sessions to walkthrough the journeys   we had visualised and brought their attention to our customers frustrations . Later we used   visualisations to brainstorm ideas on how we could improve upon the pain - points . We then pitched   the best of these ideas to our internal stakeholders . A couple of the ideas went ahead to be   implemented on the product and they did improve the experience slightly , but we did n’t see a huge   change in what our customers thought about our product . 

 Insight 

 Somethings worked well . The visualisation of the journey maps were easy to grasp by our senior   stakeholders . Printing them out and sticking them to the wall worked exceptionally well for 

 collaborating and alignment among our internal stakeholders . However , in hind sight and with the   help of this course we could have done two things differently for a much greater effect . 

 We should have done more research and really dig into our customers pain - points . I felt we went   too shallow and did n’t get to the heart of these issues . Our ideas ended up only addressing   symptoms and not solving the root - cause . 

 Another area of improvement ... We took the starting point of our 3 journeys as when customers   began to interact with our set top box , that ’s where our visualisation began . In hindsight a better   approach would have been begin the journey well before they started interacting with our product   and find a way of visualizing the mindset of our customers as they began to interact with our   product . 

 Looking back visualising the journeys worked well , however thinking more broadly we missed the   sprit of what Design Thinking is and our actions came from more of a product perspective rather   than from a customer perspective . This caused us to focus our visualisation around the product   which was more limiting than focusing the visualisation around the customer . 

 Approach 

 In doing this again , I think being more customer centred and less product centred would produce   better results . Digging deeper into customers and their mindsets to gain more insight up front and   visualising these on the journey map would be more effective . And of course we will still print out   and stick the journeys on the wall to make them more visible and encourage collaboration and   alignment , since it worked really well previously . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Visualisation – Journey Mapping 

 The Challenge 

 I work for a subscription TV company , we ’re responsible for improving the user experience of our   products primarily focusing on the user interface . We needed to identify pain - points and frustrations   that customers were having with our flagship product and then improve upon them . Our goal was to   remove these pain - points and streamline the experience . This is particularly important for a TV   product as after a hard day of work our customers want to relax in front of their TV ’s and everything   to just work . They have a low tolerance for frustration and an easy means to change to a different   subscription service or free to air TV . 

 Selection 

 We selected a visualisation technique called journey mapping , as described on day 1 during the   Good Kitchen story where Hatch and Bloom reimagined a food delivery service for the elderly of   Denmark . We selected this tool because it was highly visual , and we felt that internal stakeholders   could grasp very quickly . This was important because not everyone was aligned to what the   problems were . We also needed a tool that would allow us to connect customers experiences with   the emotions that were generated along the way . These customers journeys were well known but   not well understood . Our goal was to visualise these journeys to align our internal stakeholders to   the most important pain points that our customers were experiencing . 

 Application 

 We started by digging into a body to research we had previously done of the last couple of years . We   quickly drew up what we thought were the 3 most important journeys for our customers . We   mapped out each step that our customers took during these journeys . Then we used the research   and our own experiences to add pain - points and frustrations to each step where appropriate . We   used colour coding and happy or frowny faces to ensure the steps in the journey where the most   frustration was felt were clearly visible . We printed these journeys out and stuck them onto a big   wall . We then invited stakeholders from the business for short sessions to walkthrough the journeys   we had visualised and brought their attention to our customers frustrations . Later we used   visualisations to brainstorm ideas on how we could improve upon the pain - points . We then pitched   the best of these ideas to our internal stakeholders . A couple of the ideas went ahead to be   implemented on the product and they did improve the experience slightly , but we did n’t see a huge   change in what our customers thought about our product . 

 Insight 

 Somethings worked well . The visualisation of the journey maps were easy to grasp by our senior   stakeholders . Printing them out and sticking them to the wall worked exceptionally well for 

 collaborating and alignment among our internal stakeholders . However , in hind sight and with the   help of this course we could have done two things differently for a much greater effect . 

 We should have done more research and really dig into our customers pain - points . I felt we went   too shallow and did n’t get to the heart of these issues . Our ideas ended up only addressing   symptoms and not solving the root - cause . 

 Another area of improvement ... We took the starting point of our 3 journeys as when customers   began to interact with our set top box , that ’s where our visualisation began . In hindsight a better   approach would have been begin the journey well before they started interacting with our product   and find a way of visualizing the mindset of our customers as they began to interact with our   product . 

 Looking back visualising the journeys worked well , however thinking more broadly we missed the   sprit of what Design Thinking is and our actions came from more of a product perspective rather   than from a customer perspective . This caused us to focus our visualisation around the product   which was more limiting than focusing the visualisation around the customer . 

 Approach 

 In doing this again , I think being more customer centred and less product centred would produce   better results . Digging deeper into customers and their mindsets to gain more insight up front and   visualising these on the journey map would be more effective . And of course we will still print out   and stick the journeys on the wall to make them more visible and encourage collaboration and   alignment , since it worked really well previously .
### Output: 