B2B – Product Journey Map & User Network
B2B Design Thinking: Product Innovation when the User is a Network
Why do I need this?
When B2B companies talk about user experience, they are really considering the aggregated needs of multiple people and roles in a large ecosystem. These objectives can differ vastly for every individual. Because every person who uses machines, raw materials, technology, or even furniture and office supplies to get work done has a unique idea of how the experience should be like to meet their individual needs as well as the demands of the business.
Often though in B2B environments a product reaches less of the level of awareness and preference from users compared to B2C, even though it is widely used and relied on to support a comfortable environment. This is why we believe the user experience does matter also in B2B.
What is it?
To tackle this complex challenge we have developed two tools: the “Product Journey Map” and the “User Network Ideation Board”. They can help you to:
map known and unknown users along the journey of a product.
develop ideas in relation to their values typically embraced in the context of an organisation.
How do I use it? – The Product Journey Map
The goal of the Product Journey Map is to identify every person and their roles that come in touch with the product throughout its lifecycle. It distinguishes between the front-stage and back-stage to illustrate which roles work with the product and which work directly on the product or system.
Step 1 – Compose the product lifecycle with the elements most relevant to your case only. Have a bigger picture with main steps from the user’s perspective of the lifecycle on the top and a more detailed one with the internal process steps on the bottom.
Step 2 – Now define users that are relevant and come in touch with the product throughout the defined steps. Look for users that work with the product. These should be place towards the frontstage. Then look for users that work on the product or system and place them onto the backstage.
Step 3 – You might colour code the users for clustering and better overview, e.g. by involved organizations.
Step 4 – Select the most promising users you want to create value for.
How do I use it? – User Network Ideation Board
The goal of the User Network Ideation Board is to build network empathy by assigning elements of value (comparable to what needs are for an individual user) to its members and guide ideation. The “Elements of Value” (developed by Almquist et.al, 2018) are in our view a very useful concept because it blends organisational and individual (career) goals into a single framework.
Step 1 – Copy the prioritized users from the Product Journey Map onto the User Ideation Network Board.
Step 2 – Review the list of elements of value.
Step 3 – Identify and assign at least three elements of value for each user. Come up with first assumptions in a workshop or use data from user interviews.
Step 4 – Build upon these insights. Verify your assumptions or use them as springboard to guide your further ideation process.
This template was created by Nils Schekorr.
Get started with this template right now.
Midnight Sailboat Retrospective
Works best for:
Retrospectives, Meetings, Agile Methodology
The Midnight Sailboat Retrospective template offers a metaphorical journey through past experiences and future aspirations, likening the retrospective process to a midnight sailboat voyage. It provides elements for reflecting on challenges faced, lessons learned, and goals for the future. This template enables teams to navigate uncertainties, chart a course for success, and foster a culture of resilience. By promoting reflection and metaphorical thinking, the Midnight Sailboat Retrospective empowers teams to overcome obstacles, embrace change, and sail towards their goals effectively.
User Interview Template
Works best for:
Desk Research, Product Management
A user interview is a UX research technique in which researchers ask the user questions about a topic. They allow your team to quickly and easily collect user data and learn more about your users. In general, organizations conduct user interviews to gather background data, to understand how people use technology, to take a snapshot of how users interact with a product, to understand user objectives and motivations, and to find users’ pain points. Use this template to record notes during an interview to ensure you’re gathering the data you need to create personas.
App Development Canvas Template
Works best for:
Market Research, Product Management, User Experience
Ever noticed that building a successful app requires lots of players and moving parts? If you’re a project manager, you definitely have. Lucky for you, an app development canvas will let you own and optimize the entire process. It features 18 boxes, each one focusing on a key aspect of app development, giving you a big-picture view. That way you can fine-tune processes and get ahead of potential problems along the way—resulting in a smoother path and a better, tighter product.
The Lightning Product Audit
Works best for:
Product Management, Planning
The Lightning Product Audit template streamlines product evaluation processes with a comprehensive framework. By assessing key areas such as market fit, user experience, and feature performance, this template enables teams to identify strengths, weaknesses, and areas for improvement swiftly. With sections for conducting SWOT analysis, user feedback review, and competitive benchmarking, it facilitates data-driven decision-making and prioritization. This template serves as a catalyst for refining product strategies and driving continuous improvement.
Sprint Planning Template
Works best for:
Agile, Sprint Planning
The Sprint Planning Template is a useful tool for agile teams to organize and conduct sprint planning sessions. It enhances team collaboration and communication by providing a clear visual layout of sprint goals, tasks, and timelines. The interactive design ensures team alignment toward sprint objectives, leading to effective teamwork. The template is a central hub for planning, discussion, and decision-making, creating a collaborative and productive environment.
PI Planning Template
Works best for:
PI Planning, Product Management
The Miro PI Planning Template streamlines the Program Increment planning process for Agile teams. It facilitates a collaborative environment, enabling teams to efficiently align on strategies, identify dependencies, and convert decisions into actionable tasks. With features like real-time collaboration, Jira integration, and a centralized workspace, the template supports teams in enhancing efficiency, engagement, and decision-making.