Company IBM Bluemix (Now IBM Cloud)
My Role UX Designer (Project Lead)
Collaborators Tracey King, Adam Waugh
As a product, the Bluemix team is comprised of over 300 Engineers, Designers, Researchers, Product Managers & VPs.
Bluemix/IBM Cloud Dashboard.
As a large product team, many of us knew the experiences we were delivering were painful for our end-users.
But, because we’ve lacked a formalized method for capturing, tracking and sharing user pain points across the organization, many of our users problems were being overlooked or ignored.
Build empathy for Bluemix end-users by creating a methodology that captures real user pain points and usage metrics in a format that can be consumed by designers, product managers and engineers.
Personas & Stakeholders
(AKA The people using my work to drive improvements into Bluemix)
Journey Maps to the Rescue
Journey Map Examples
Creating a consistent format for building journey maps will help design teams identify, capture and share user-needs and pain points.
I started my research by looking at what makes a successful journey map.
From my research, I found the following patterns crucial to creating a successful journey map:
I also looked at some of the issues with traditional journey maps.
Example Journey Map from Adaptive Path.
- Traditional journey map diagrams can be dense and difficult to decipher.
- Traditional journey map diagrams are not easily presented.
- Traditional journey map diagrams lack screen-by-screen visuals.
- Quantitative data points are often left out of traditional journey maps.
Phase 1: Creating a Format
From the initial research conducted I was able to take a first pass at putting together a format for capturing user journeys.
To keep journey maps transparent, they were initially captured in table format on our internal Wiki pages.
1. User Success Criteria & Background Info
2. Summary, Highlights & Pain Points
3. Annotated Screen-by-Screen Journey Walkthrough
4. High-Level Sentiment Diagram
Initial reception was great!
In a one month span:
- Created a detailed methodology for capturing user journey maps.
- Captured journey maps for 8 different scenarios with sponsor users.
- Clearly identified and created issues for over 80 individual pain points.
- In combination with Amplitude we identified the cause of a 44% user drop-off.
- Shared findings across the Bluemix product teams.
🤗 The journey map format was a success.
I thought I was done! But...
“These are great, but I need a better way to present them.”
“These are very dense, there’s a lot to read through.”
Teams required a better format than a wiki page for presenting journey maps.
Phase 2: Template Kit
I adapted the journey map format into a set of Keynote template slides to be used internally by design teams. The template slides are highly visual with a focus on telling the story of a specific user journey.
The journey map kit is comprised of 4 base template slides.
1. Journey Title Slide
2. Journey Overview Slide
3. Detailed Walkthrough Slides
4. Biggest Problems Slide
Since the inception of the template kit:
- All Bluemix product design teams are now required to create journey maps for each aspect of the experiences they own.
- Product teams have created and shared more than 40 different journey maps for various platform experiences.
- Over 400 unique pain points have been captured and prioritized by design and development.
- IBM Design is working to adopt the methodology and template kit into their design thinking curriculum,