customer journey
This tool helps stakeholders to inquire about user’s needs, activities and emotions. A customer journey map allows stakeholders to analyze the interaction with public spaces at night from the user’s perspective.
Format A3
1 hour
Park or square projects
Why to use this tool?
When stakeholders talk about urban projects sustainability, they tend to associate this concept to economical or environmental sustainability. And stakeholders usually forget about social sustainability.
In order to develop urban interventions truly sustaible in time, stakeholders must inquire about users’ needs and how do they interact with public spaces at night.
HOW to use THIS TOOL?
Step 1
Download this PDF and print it on an A3. You can also take the image as a canvas and use an online collaborative whiteboard such as miro.
Find more about miro here
Step 2
Make everyone comfortable sharing their ideas before to start. An ice-breaker is always a good idea to integrate all the team (10 min)
Step 3
Discuss about who your user is. Be as specific as possible -gender, age, etc-. Give your user a name and sumarize in one sentence what is the main goal and expectations of your user when explores the public space at night (10 min)
Step 4
Analyze how your user explores the public space. Go through each moment of your user's journey. How she/he finds out about this public space? What does she/he do in the space? What makes she/he come back to that space at night? Remember to identify your user's needs and emotions in each moment of her/his journey (30 min)
Step 5
Inquire if some moment is missing. If this is the case, add it in the canvas and describe it as detailed as possible (10 min)
*Tip
To get the most of this tool use first the tool "persona" in order to have a detailed profile of your user.
Also, if you are working with different groups in parallel, make sure each team works on a different user -a child, a woman, an elderly, a local merchant, etc- the more variety, the better.
Where to find more information about this tool?
The customer journey is a design tool borned in the framework of the design thinking methodology.
That methodology looks for exploring users needs, inquire about their real problems and build innovative solutions from an iteracy process. Even though this methodology was mainly used for improving products or services, lately has been adapted to tackle problems in other fields.
You also can find more information to explore this tool in DesignKit by IDEO.