User Journey Map
Role: User Researcher | User Experience Designer
Tools: Word | Adobe Illustrator
Designed by: Garishma Joshi
Task: Conduct interviews around international air-travel experience and, based on the information collected, create a high-level user journey map.
Context: Airport Management Co. has hired you to do some generative research to help them discover opportunities to improve the curbside-to-curbside air travel experience for frequent business travelers, to cut the time it takes completing various formalities at the airport, to cut costs, and to build a mutually rewarding ongoing relationship with their frequent flyers.
Core audience: Airport Management Co. has identified business or solo travelers as their target audience. These are people between the ages of 20 – 55 (both male and female), who travel for work frequently, or travel alone, and are well versed with the air travel process.
Sample Persona
Age: 37
Work: Sales
Family: Wife and five-year-old boy
Personality: social, workaholic, practical, ambitious, go-getter, savvy
Flying habits:
• Travels 2 to 3 times a month for client demos • Prefers carry-on luggage for short trips, checks in baggage for trips that are longer and require formal outfits
Goals:
• Quick efficient streamlined flight experience • Work/Stay in touch with office during travel • Measures success in choice, connectivity, comfort, reliability, efficiency. • Being on time
Frustrations:
• Long wait times during check-in and baggage claim • Chaos while security, boarding and deplaning
Process Description
The goal of this study is to do a high-level user journey map for an Airport Management Co. which can help discover opportunities to improve the curbside-to-curbside air travel experience for frequent business/solo travelers. To do this an unstructured interview session was conducted with participants to discover their experience while travelling by air.
The User Journey map will be created using the research gathered through user interviews. A journey map will help display this research through storytelling and visualization. It presents a humanized situation from an elevated perspective to show a user’s true experience.
The matrix represents processes that a user’s goals, pain points, and emotions, as well as processes that the user interacts with and ideas for improving that process.
Benefits of Journey Maps:
Provides a clear picture of the user experience.
Creates empathy for the user.
Identifies opportunities to enhance the experience.
Identifies gaps between devices, departments, and channels.
Can help understand quantitative data.
For this task, two pre-screened participants were selected as a representative sample of company’s users for the interviews. A screener was prepared based on the persona and two users recruited for the user experience research. Generative research tells us why people are doing things and what they are thinking in each moment. Generative research helps us to come up with a truly delightful and helpful solution to a user’s problems. Instead of starting with a solution, and trying to work backward, you are entering from the problem-space.
Insights or recommendations
A list of insights or recommendations for your client– based on your research around the key actions the company can take, or the key opportunities for improving the travelers’ experience.
- Airport maps which help locate boarding gates, cafe, restrooms, waiting area, ticket lobby, security checkpoints, visa/immigration points and maps of other airports easily accessible to the user.
- One common kiosk/system which helps user to check-in and have unified information.
- System which notifies users of flight changes or delays if any.
- Services and features provided by various airports can be unified one system.
Designed by: Garishma Joshi | 2021
