Journey Mapping

client: Capital One
role: UX Research & Design

Overview: I worked with product teams to uncover pain points and create a visual narrative to reveal the intent and motivation behind each customer. Through this process, user personas helped establish a working context. Story arcs illustrate a customer journey and highlight potential points of frustration along the climactic rise, as they work to achieve his / her task(s). The arc reveals opportunities to support, influence, or change the way in which a user works to reach his / her goal. I use storyboards to strip away complexities and rely on visuals to set the scene and assess the plot. In doing so, it challenges the mind to emphasize the critical elements of story and yet frees thought to be imaginative and unlimited in animation. As an experience designer and collaborative member of feature development teams, this approach helps me [and teams] to step out of the weeds of the day-to-day and explore the world we work in from a new vantage point. As a result, we have been able to convert research into narrative and narrative into experience. By understanding experience we could then extract opportunities for new features.

strategy: Whiteboarding, Journey Mapping, Story Arcs, Storyboarding, User Personas, Planning Canvas