Journey map as a tool for improving a digital product
In the world of product design, every new feature represents an opportunity for improvement and innovation.
A collaborative and strategic approach from early development is essential to guarantee users’ value and ensure the product’s success. In this article, we will delve into the importance of co-design and the technique of journey mapping in shaping and implementing new features, with focus on engaging various professional roles and creating well-defined workflows.
Engaging all stakeholders
Developing new features requires a thorough understanding of both user needs and product objectives. Co-design tools enable the involvement of all stakeholders from the early stages of the process. By collaborating together, it’s possible to gain a comprehensive view of product requirements, constraints of any nature, and improvement opportunities.
Envisioning the future through journey mapping
Journey mapping is an effective technique for exploring future experiences. This tool engages various stakeholders with diverse backgrounds, allowing them to imagine and visualize different scenarios in which users may interact with the product. It also enables how new features will integrate into an existing product and their respective impacts.
The primary aim of a journey map is to gain deeper insights into the customer’s perspective, empowering the enhancement of the overall customer experience.
It serves as a compass to pinpoint areas of friction, uncover potential innovation opportunities, and streamline operational processes. Ultimately, an effective customer journey map empowers informed decision-making, bolsters customer satisfaction, and catalyzes business growth.
Crafting flow and API implementation
Before embarking on API development, it’s crucial to define the feature flow collaboratively. Journey Mapping facilitates this process, involving not only the development team but also enabling a clear understanding and delineation of the user path through the new functionalities. Building the flow prior to API implementation ensures a cohesive, goal-oriented deployment.
During this phase, designers can identify some flows that don’t offer an optimal user experience and address them through dialogue with other stakeholders. Addressing such issues before API development is essential to anticipate and accommodate all potential scenarios.
Generating more value for the users
Envisioning all the actions users will do enables us to identify and explore new opportunities for enhancing the experience. The contribution of all participants with diverse backgrounds is crucial in identifying every step. Through discussion, participants can generate fresh ideas and functionalities to maximize the product’s value. Comparison helps to avoid potential personal biases.
Understanding limits and dependencies
During the development of new features, it’s crucial to understand and manage any dependencies on other systems or components of the product to prevent issues. In product design, identify dependencies are indispensable because the new features will go online and designers must also take this before they start designing interfaces.
All this necessitates close collaboration with different teams or suppliers to ensure smooth integration and optimal functionality. Therefore, these individuals with technical backgrounds must participate in workshops/meetings like journey mapping.
Feature backlog and MVP release strategy
After the co-design workshop, the designer leads a debriefing session to define a backlog of features identified during journey mapping. This backlog provides a clear roadmap for future developments, allowing for planning and breaking down releases into Minimum Viable Product (MVP) mode. This incremental approach enables testing and validating new features with users in a controlled environment, optimizing value and reducing risks.
How we applied co-design at Telepass
We utilized journey mapping to assess the impact of the new Switch feature on both the Telepass Business website tailored for companies and the mobile app dedicated to employees. In essence, the Switch feauture enables employees of a company that use Telepass Business to access Telepass services, such as tolling or mobility services, for business and personal purposes.
To define the experience at general level, we organized a co-design workshop involving all stakeholders (product owner, product manager, backend and frontend developers, legal experts, and marketing team). During this session, we outlined the journey the company would follow from the Switch adoption, inviting employees to the feature, and eventual cancellation. We also delineated the user journey.
To visualize the solution, understand user needs, and define the flow, we leveraged journey mapping canvases, taking into consideration:
- the various experience phases;
- the portal areas affected, using screen-flows;
- user actions with potential critical points;
- user’s emotional state;
- idea and functionality generation;
- considerations on potential dependencies with other systems and technical constraints.
At Telepass, we shared several templates for the Figma community, which we use in co-design sessions. You can also find the Journey map template with instructions for organizing a co-design workshop independently.
We adopted this format for both the website and the mobile app, collaborating to generate ideas and find solutions to technical constraints.
Following the workshop, as a design team, we conducted a debriefing session with previous participants, during which we prioritized emerged functionalities based on user value and technical complexity, thus creating a release backlog in MVP mode.
What we learned
In scenarios where user experience and business needs intertwine, the importance of a design-driven approach becomes increasingly apparent. Through the analysis of business requirements and the utilization of journey mapping, we are capable of meaningful and functional experiences that directly address the needs of our clients.
The primary objective remains to create value for the user, with a particular focus on user experience. Every design decision is guided by the pursuit of the best possible experience for the end user, ensuring a product that is not only functional but also intuitive and gratifying to use.
A key element in the B2B product development process is actively involving internal business stakeholders. Their deep understanding of client company needs and product requirements are essential to ensure that our product fully meets market expectations and needs.
Another crucial aspect is engaging the development team from the early stages of the design process. This approach enables us to promptly address technical limitations and guide API design, ensuring a seamless implementation of design solutions.
Finally, a successful product designer must possess not only skills in design and UX but also the ability to communicate with other stakeholders and facilitate co-design sessions. This collaborative and inclusive approach, together with other factors, ensures that the final product reflects the needs and expectations of all parties involved, leading to increased adoption and success in the market.
This article was written by Marco Cinelli, Product Designer, and edited by Marta Milasi, UX Content Lead at Telepass. Interested in joining our team? Check out our open roles!
