Don't Stop Believin': Journey Mapping to Promote User Centered Design

Last week my co-worker David Holmberg and I had a great time at ConveyUX, where we were invited to share our project titled, "Don't Stop Believin': Journey Mapping to Promote User Centered Design". ConveyUX is a popular annual conference in the Northwest that brings together user experience professionals from all sorts of companies and organizations.

Our project showcase was about how we used journey mapping to create a common language for stakeholders to better understand our audience.

Avvo is a legal website that connects people with lawyers to help them solve legal problems. One of our recent challenges was that we didn't have a clear, shared understanding of our core user problem, which is how people hire a lawyer. Part of this was because while we had done a lot of specific user research, we'd rarely stepped back to understand the holistic user problem beyond our site. Additionally, the company has tripled in size in just a couple of years, which strained our united understanding of this problem.

For this project, our goal was to create this common language in a visual map that could be used and understood by people in the product and engineering team all the way to senior leadership to help guide decision-making.

To inform our work, alongside our UX Researcher, Jackie Magwire, we interviewed 16 consumers who had recently hired a lawyer, producing 77 pages of verbatim notes. We then identified the key themes of this journey, and after several iterations of Dave and me distilling information in a digestable format, I produced a journey map that could represent the complexities of this process.

The end result of this work was an experience journey map that aligned stakeholders, product, and engineering around a common user problem. We subsequently reshaped the product and engineering teams around this map, focusing our efforts on solving the key consumer pain points that emerged out of these conversations with actual people.

Here's the final map with visual design by Minhye Kim.

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