08 Dec Elements of Journey Mapping
If you’re attempting to map patient experiences over time in a way that extends to “tactical” planning, you’re going to need to make sure you include:
Primary Roles: This one is pretty obvious, identifying who is involved in the most critical aspects of the journey over the time period you are mapping.
Environment: Really understanding where things happen plays a greater roll than just a surface level description. For example, when mapping for cancer patients community hospitals are significantly different that university centers in terms of treatment workflow.
Needs/Behaviors: Here we’re identifying what the patient needs at a point in time and what behaviors they are exhibiting. We’re also identifying desired end-state behaviors over time that we expect to occur.
Narrative: This is different than most experience design maps. We, as humans, all participate in the story we call our life. And each of us are conditioned to understand story as an organizing principle. So in patient journey mapping you must look to major narrative arcs like the hero’s journey, destroying the monster, rags to riches, etc. – things we know and understand as a framing device to lay over the journey/experience chronicled. It helps to make sense of the flow.
Circle of Influencers: Map friends, relatives, co-workers, social influencers, etc. as a significant component of what can impact parts of the journey over time. Accounting for these points of influence can better describe particular aspects and actions of the journey.
Content: The types of content assets people consume provides insight into their state of mind. And that’s not just the subject, it should include format and device. It also provides us with an opportunity to examine what else can be provided in a timely and contextually relevant format.
Once you’ve mapped this out you can begin to look at patients more like participants in life. Remember, people don’t live to achieve a desired task of a brand. People seek meaning and value in their lives. Once we understand how people are living we can then use this information to better understand what they really want and ultimately need. In the end, delivering meaningful stories/information to them in the right format at the right place and time, not “selling”, not “advertising”, but simply adding value to their journey.
To learn more about how Trade can assist your organization, contact 404-900-5592
To contact the author
Rick Shaughnessy, Partner