{"product_id":"the-persona-and-journey-map-playbook-designing-human-centered-artifacts-to-inspire-and-drive-change-9798868808920","title":"The Persona and Journey Map Playbook: Designing Human-Centered Artifacts to Inspire and Drive Change","description":"\u003cp\u003eMost personas and journey maps crash land shortly after takeoff. This step-by-step playbook provides a revolutionary approach to creating these pivotal artifacts in product design through the concept of altitudes. They will guide you in conceptualizing your users through research techniques that directly inform persona characteristics.\u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003eDiscover 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. You'll also 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. Then, as personas and journeys evolve, you will learn to measure the impact of product experience improvements.\u003c\/p\u003e \u003cp\u003eWith 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. \u003cem\u003eThe Persona and Journey Map Playbook\u003c\/em\u003e will provide you with the tools and strategies to create impactful personas and journey maps that will drive user-centered design and product success.\u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eWhat You'll Learn\u003c\/strong\u003e\u003c\/p\u003e \u003cul\u003e \u003cli\u003eIntegrate personas and journey maps into a cohesive user experience strategy.\u003c\/li\u003e \u003cli\u003eGain practical details to design for users, avoiding common pitfalls of stereotyped and irrelevant personas.\u003c\/li\u003e \u003cli\u003eUtilize user research activities and synthesize insights to inform personas and journey maps.\u003c\/li\u003e \u003cli\u003eUnderstand the root causes of user experience issues through personas and journey maps to inform product roadmaps, create user requirements, and document future experiences.\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cstrong\u003eWho This Book Is For\u003c\/strong\u003e\u003c\/p\u003e \u003cp\u003eProduct leaders, user experience designers, user researchers, or any roles responsible for understanding user needs.\u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eAndrew Schall has over 20 years of experience as a UX leader, researcher, and strategist. He has collaborated with renowned organizations such as 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 employee-centered experiences.\u003c\/p\u003e \u003cp\u003eAndrew 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 Clinic, he pioneered a new strategy for creating personas and journey maps to deeply understand user needs and guide product and service experience roadmaps. He has shared his innovative approach at numerous seminars and events, including UXDX and UXPA.\u003c\/p\u003e \u003cp\u003eAndrew loves to share his knowledge and insights with the UX community. He co-authored the book \u003cem\u003eEye Tracking in User Experience Design\u003c\/em\u003e and contributed to the book \u003cem\u003eMeasuring the User Experience\u003c\/em\u003e. As the Director of Publications for UXPA, he oversees the \u003cem\u003eJournal of User Experience\u003c\/em\u003e and \u003cem\u003eUX Magazine\u003c\/em\u003e. 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 at Brandeis University, University of Washington, and Cornell University.\u003c\/p\u003e\u003cbr\u003e","brand":"Apress","offers":[{"title":"Default Title","offer_id":50916529406226,"sku":"9798868808920","price":43.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_28114373-303e-4526-9f44-bbf78a627652.jpg?v=1738852371","url":"https:\/\/surprise-castle.myshopify.com\/products\/the-persona-and-journey-map-playbook-designing-human-centered-artifacts-to-inspire-and-drive-change-9798868808920","provider":"Surprise Castle","version":"1.0","type":"link"}