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Most personas and journey maps crash land shortly after takeoff. Learn a revolutionary approach to creating these pivotal artifacts in product design through the concept of altitudes. This step-by-step playbook will guide you in conceptualizing your users using user research techniques that directly inform persona characteristics. Discover how to create personas that are free from irrelevant attributes, and learn to develop high-altitude personas with sufficient lift to guide product roadmaps and organizational strategy.
In The Persona and Journey Map Playbook, you'll master constructing flight paths for journey maps that capture the user’s journey at the perfect level of detail, uncovering key moments in their experience. With this book as your co-pilot, you'll navigate the creation process with the help of templates and real-world examples reflecting the latest methods for personas and journey maps.
inside the book
Inside the playbook you will find:
Practical Guidance: Step-by-step instructions on creating detailed, effective personas and journey maps that resonate with both users and stakeholders.
Innovative Techniques: New methods and approaches to ensure that your personas and journey maps are grounded in reality and offer tangible benefits.
Real-world Examples: Examples designed to bridge the divide between theory and practice, making the process engaging and accessible.
This resource will help you navigate the complexities of persona and journey map creation with greater clarity and purpose. By fostering a mindset deeply attuned to the human experience, you can create user artifacts that not only guide but also inspire, driving meaningful change in your organization.
about the author
Andrew Schall has over 20 years of experience as a UX leader, researcher, and strategist. He has collaborated with renowned organizations such as Mayo Clinic, Citibank, Harley Davidson, The New York Times, National Institutes of Health, Office Depot, and Southwest Airlines. He currently leads a rockstar team of UX researchers at ServiceNow focusing on creating the next generation of AI-powered tools for employee experiences.
Andrew previously served as the Senior Director of Experience Design Research at Mayo Clinic, where he led a team dedicated to revolutionizing healthcare experiences. At Mayo, he pioneered a new strategy for creating personas and journey maps to deeply understand user needs and guide product and service experience roadmaps.
Andrew loves to share his knowledge and insights with the UX community. He co-authored the book Eye Tracking in User Experience Design and contributed to the book Measuring the User Experience. As the Director of Publications for UXPA, he oversees the Journal of User Experience and UX Magazine. Andrew is an experienced instructor teaching courses in user experience and Human-Computer Interaction (HCI). He is an adjunct faculty member at the Maryland Institute College of Art (MICA) and has previously taught courses at Brandeis University, University of Washington, and Cornell University.
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