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Journey Mapping and AI-Enhanced Research Analysis

Charbel Zeaiter January 9, 2024

Learning Objectives

Map complete user journeys to uncover pain points. Harness AI to extract actionable findings from qualitative and quantitative data. Identify friction and opportunities to positively impact users.

  • Develop user journey maps to understand user actions, pain points and emotions
  • Leverage AI tools to extract insights from qualitative and quantitative data
  • Identify pain points and opportunities in user journeys to improve experience

Part 1: Theory (Morning Session)

  1. Introduction (15 minutes):
    • Briefly recap the previous week’s lessons.
    • Introduce the goals and objectives of Week 5.
    • Provide an overview of the day’s schedule.
  2. Creating User Journey Maps (60 minutes):
    • Lecture on the importance of user journey maps in the design and development process.
    • Explain the purpose and benefits of creating user journey maps.
    • Introduce the key elements of a user journey map, such as touchpoints, actions, emotions, goals, and pain points.
    • Discuss the process of creating user journey maps, including research, data analysis, and visualisation.
    • Provide examples of well-crafted user journey maps.
    • Engage students in a Q&A session to ensure understanding of the concepts.
  3. Break (15 minutes)
  4. Analysing Research Data with AI-Driven Tools (60 minutes):
    • Lecture on the role of AI in enhancing research analysis.
    • Explain how AI can be used to analyse large datasets and extract insights.
    • Introduce AI tools and platforms for research analysis such as sentiment analysis tools, topic modelling tools, and natural language processing platforms.
    • Provide examples of AI-driven research analysis and its applications in journey mapping.
    • Discuss the limitations and ethical considerations of using AI for research analysis.
    • Engage students in a Q&A session to ensure understanding of the concepts.
  5. Identifying Pain Points and Opportunities for Improvement (45 minutes):
    • Lecture on the importance of identifying pain points and opportunities in user journey maps.
    • Explain how to analyse user journey maps to uncover areas of friction and potential improvements.
    • Discuss strategies for prioritising pain points and opportunities based on their impact on the user experience.
    • Engage students in a Q&A session to ensure understanding of the concepts.

Part 2: Hands-On Practical Activities (Afternoon Session)

  1. User Journey Mapping Activity (60 minutes):
    • Divide students into small groups.
    • Assign each group a specific project or problem to solve, preferably based on the user personas created in Week 4.
    • Instruct groups to create user journey maps for their assigned project.
    • Rotate through the groups, providing guidance and support as needed.
  2. Break (15 minutes)
  3. AI-Enhanced Research Analysis Activity (60 minutes):
    • Provide students with access to AI tools and platforms introduced in the morning session.
    • Instruct students to use these tools to analyse research data and extract insights related to the user journey maps they created.
    • Offer support and guidance to students as they work with the AI tools.
  4. Identifying Pain Points and Opportunities Activity (45 minutes):
    • Have groups reconvene and share their user journey maps and AI-driven insights.
    • Instruct groups to identify pain points and opportunities for improvement in their user journey maps.
    • Facilitate a discussion among the groups, encouraging them to share their findings and insights.
  5. Wrap-up and Reflection (30 minutes):
    • Invite each group to present their user journey maps and discuss the pain points and opportunities they identified.
    • Facilitate a class-wide discussion about the day’s activities, highlighting key learnings and insights.
    • Preview the topics and objectives for Week 6.
    • Encourage students to practise the techniques learned during the week and to prepare for the upcoming sessions.

Homework

  • Further develop Journey maps
    • identify 2-3 potential pain points in their journey maps
    • Ideate solutions

Downloadable Toolkit: Journey Mapping Templates and AI Analysis Tools

  • Provide students with a downloadable toolkit containing:
    • Templates for creating user journey maps.
    • Guides and resources for using AI tools and platforms for research analysis.
    • Worksheets for identifying pain points and opportunities in user journey maps.
    • A summary of the key concepts and techniques covered in Week 5.