Content Design Sample
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Documenting user journeys serves to engage stakeholders, visualize user experiences, and create a foundational tool for planning and ongoing updates. Various approaches include outlining, refining, and visualizing the journeys using paper, spreadsheets, or sketches to strengthen understanding and empathy towards users. Effective visualization emphasizes key elements and emotional responses throughout the journey, enhancing communication and planning.
Content Design Sample
- 2. Tools + templates 2 © Content Science Why document? Approaches to document Goals
- 4. • Engage + align stakeholders in gaining empathy for users or customers. • Visualize the user experience in a concise + easy-to-understand way. • Create a foundational tool for detailed planning, including content + story mapping. • Create a “living” reference that you can update as you discover more about your users over time. When you document user journeys, you… 4 © Content Science
- 5. CFA Institute turned their user journeys into large posters that they hung in work areas with developers, designers, content managers, + content creators. The posters support ad hoc conversations + meetings that affect the user experience. Hanging up (+ hanging out with) user journeys 5 © Content Science
- 6. What are approaches to documenting a user journey? 6
- 7. Approaches to documenting a user journey Ideally, you outline with paper, refine with a spreadsheet, and then visualize clearly. OUTLINE 7 © Content Science REFINE VISUALIZE
- 8. Approaches to documenting a user journey But you could use only the paper or only the spreadsheet in combination with a sketch. That documentation will help you plan but might not be as useful as a communication tool for your stakeholders. A rough sketch of tasks + emotions in a user journey 8 © Content Science
- 9. © Content Science Paper Documenting a user journey with paper is a great opportunity to engage stakeholders. Stakeholders with different perspectives can strengthen the journey while deepening their empathy for the users. 9
- 10. Spreadsheet A spreadsheet allows you to expand and customize the notes further. 10 © Content Science
- 11. Spreadsheet You might want to add rows and notes such as • Opportunities (for your company) What opportunities does your company have to better serve the phase of the journey? What opportunities does your company have to better meet its goals while serving the customer journey well? • Available content What content is serving this phase of the journey right now? 11 © Content Science
- 12. © Content Science 12 Visualization You can design a representation of the journey that emphasizes elements important to your team + stakeholders. You can start with a sketch + then make it higher fidelity—or leave it as a sketch. PHASE EXCELLING PROGRESSING COMMITTING AWARENESS USER JOURNEY FOR WORKING PROFESSIONAL SHOPPING TASKS + BEHAVIORS DESCRIPTION EMOTIONS • W hat is my overall health? • W hatis the long run benefit? • Is it setting me up to be healthy for many years? • W hat are my performance goals? • Will improving strength help? DECISIONS + QUESTIONS ? THERACK OPPORTUNITIES • How can this fit into my schedule? • Can I afford this? • W hat gym fits my needs? • W hat are the options? • Can The Rack work with my schedule? • W hat are The Rack’s credentials? • W hat are the space and equipment like? • W hat are the people and overall vibe like? • How does this gym compare to others? • Do I see improvements? • Is it worth the money and time? • Dothe coaches care about my progress? • How do I compare to my friends or others like me? • W hat else can I learn from The Rack? • How can I improve even more? • W hatshould my next goals be? • How can I recover well and efficiently? • How can I get more people I like at The Rack? TV Internet Magazine Face to face Social media Face to face Phone The Rack website Face to face Text Call The Rack website W ord of mouth Social media Testimonials The Rack website Internet Social media Referrals CHANNELS ASK FRIENDS+ RESEARCH ONLINE HEALTH CONCERN ! DESIRE TO IMPROVE ATHLETIC PERFORMANCE DISCOURAGED ! FRUSTRATEDAND OVERWHELMED ! COMPLETE 1ST4-WEEK PROGRAM AND SEE RESULTS Prospects contemplate living a healthier and fitter lifestyle. Prospects educate themselves, seek advice, and consider options. Prospects evaluate which gyms will align with their fitness goals and time schedule/budget. Prospects commit to The Rack Prospects begin to see results and set an advanced schedule to working towards their fitness work with their busy work/home goals and continue to juggle their schedule while also meeting fast paced schedule. fitness goals. 2-4 months 3-6 months 1-2months 1-3months Ongoing EST. TIMEFRAME FIRST CONSULTATION - + 0 RESEARCH GYMS FOLLOW PROGRAM FOLLOW PROGRAM COMPLETE PROGRAM AND SEE RESULTS SEEK RECOVERYPLAN +PROGRAM INJURY ! RESULTSEXCEED EXPECTATIONS CONTACT THE RACK SEEKCOACHING, PROGRAMS, +TIPS COMMITTEDTO LONG TERM Inspire people to improve performance and health by improving their strength. Equip the website with all the information someone would need to decide The Rack is the right place for them. Providing clients withcontent during the initial meeting to answer future questions. • Set realistic expectations. • Provide easy, visual wayto track initial progress and celebrate success. • Address real orperceived lack of progress. • Keep interest and motivation with new equipment, advice/ education, inspiration, and goal setting. • Strive for customers to experience a “wow” moment of delight, inspiration, or accomplishment every 4 weeks. • Encourage customersthrough injuries or health setbacks. • Make sharing successes and referring new customerseasy andfun. FUN WITH NEW INSIGHTS, TECHNIQUES, +EQUIPMENT
- 13. © Content Science 13 Visualization Typically, the tasks are best represented in a high-level flow chart.
- 14. © Content Science 14 Visualization Often, the emotions are best represented with an indication of positive and negative emotions. Placements, icons (stars + exclamation points), + colors (green + red) suggest emotional highs + lows.
- 15. Visualization Clear headings, labels, sections, + icons help make the journey easy to scan. 15 © Content Science
- 16. Visualization You can layer data representations to underscore major points, such as how well your current digital touchpoints and content support the user journey. What our website supports 16 © Content Science
- 17. Visualization This view layers a visualization of data about current interaction through the website, earned + paid media as well as desired future interaction to the journey. 17 © Content Science