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DUNDEE CITY COUNCIL

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TOOLS Journey Map A

TOOLS Journey Map A journey map is used to capture the entire experience a person has with a service or organisation over a period of time. A journey shows the steps a person takes when they engage with an organisation or service and how they feel at different points. This can reveal insights and opportunities for improvement to the organisation, service or experience. It also allows an engaging story to be told based on the user’s experience. Journey maps vary in detail and complexity. As a rule, the steps a person takes can be broken down simply into 5 key stages: aware, join, use, develop, leave. AWARE JOIN How do people find out about the service? Do they see a poster or flyer, or hear about it through word of mouth or online? How do people sign up? Do they come along to a meeting, send an email? USE DEVELOP LEAVE What happens once they take part? Do they extend their activities? Maybe they join to make friends, then become involved in running the organisation. Do they extend their activities? Maybe they join to make friends, then become involved in running the organisation. Journey maps can be used in a variety of ways - we used it both in user interviews and later to develop new service propositions. 1. Analysing how things are done now - revealing what’s working, what’s not working and where there are opportunities for change. 2. For envisioning new ways of doing things - a journey map helps picture how someone will use and interact with a new service. 3. For structuring and recording interviews - useful for including the interviewee in the process - as they can comment and add. Developing the Young Workforce | Dundee City Council 22

Print A3 size journey map for: Date: CREATED BY: ORGANISATION: A journey map focusses on a service from the user’s perspective, using text and visuals. It helps us see the big picture: both over time and in context. It can be used either to record how things are now, or to think through how things could work in the future. ROLE: aware join use develop leave How does someone find out about it? What do they need to do to sign up? What happens? Are there other things that might happen? Can they continue to be involved? satisfaction context channel/s

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