Evans Incorporated is celebrating 25 years of human-centered solutions. The purpose of this article is to demonstrate Evans’ journey mapping approach to its Change Management practice.
Lauren Thomas & Alicia Serrato
As human-centered consultants, we seek to understand the impacted user’s point of view when designing a new product, service, or experience. One we do this is by creating a journey map.
Journey mapping is a method that Evans’ design thinking consultants have adapted from the world of graphic recording and graphic facilitation. A journey map is a visual approach to representing a timeline for an individual, a user persona, a team or group, or an organization. It serves to represent history, current experience, and/or the future within a single image.
A basic approach to creating a journey map is:
Step 2: Listen to what remains unvoiced
Step 3: Capture the essence.
Step 4: Use visuals to communicate experience
Step 5: Refine map based on user feedback
This graphic illustrates a basic process for creating a simple journey map. This technique may be used “live” in group setting by graphic facilitators and graphic recorders to capture discussions in real time and provide a visual record of the experience. For meeting participants, watching a graphic recorder or graphic facilitator create the journey map as conversations unfold can be a very powerful shared experience, literally creating shared meaning and a shared vision.
We also use journey maps to identify critical elements and experiences in adopting a change, and to plan the right actions and communications for each phase of a change or transformation. Used in this way, a journey map represents a road map for change management that documents and describes the experience of the change for end-users. This type of journey map can be created based on interviews and experiments and can be annotated with details relevant to each phase of the change.
Evans’ consultants have experience of using a wide range of visual and design thinking methods, including graphic recording, graphic facilitation, and journey mapping. Contact us if you would like to know more.