Customer Journeys: Designing for Disagreement

Sometimes there’s nothing better than being wrong.

Customer Journeys, maps, stories, flows. Whatever you want to call them they’re a powerful tool for understanding touchpoints, interactions and moments of engagement between a company and an individual. Given the level of detail they contain they often require long cycles, multiple lanes of research and many rounds of review to complete. What if you took a different approach and created a set “on the fly” with a little information, some inspiration and a few hunches?

I’ll take you through the idea of Designing for Disagreement - deliberate and willful acts of creativity with the goal of sparking discussion, identifying unspoken biases and uncovering insights and feedback. Then we’ll walk through a project and show how going into a rapid-fire design exercise of customer journeys yielded some surprising results. We’ll take apart the challenge put down by the client and project teams, the framework used to build the experiments and take a look at the final product and the workshop it created.

You’ll walk away armed with a set of reasons why you should try it on your next project, a framework to build your own and a few tricks and tips on how to present them for maximum effect.