about the project

The Journey Map and Uber Personas framework project began as an initiative within the Autodesk Digital Platform Experience division composed of 1000 plus employees. The Experience Design team drove the effort, with a cross-functional core team of 8 employees including myself. The current problem addressed was a lack of a common journey map frameworks to align employees, and a lack of a customer segmentation frameworks supported by data. A core team was created spanning multi-disciplinary roles from head of research, business strategist, data analyst, design manager, design researcher, UX and visual designers and a service designer. Our small but mighty team worked to define a phase by phase high-level journey framework, illustrating how customers interact with Autodesk digital properties from when they first ‘discover’ and ‘subscribe’ to software like AutoCAD, to how they ‘extend’ (renew) the software, becoming advocates.

The high-level framework is composed of 5 high-level phases that represent the stages of the customer journey and 13 sub-phases that describe in more detail customer activities. The Uber Personas are composed of 4 persona cards that represent segmentations of four main customers, who they are, their common pain points and actions. The cards showcase data on the back of each card which has been redacted for display purposes*.

• Title: Journey Map and Uber Persona Framework Project

• Type of Work: Service Design, Design Research

• Company: Autodesk, Digital Platform Experience Group, Experience Design Team

• My Role: UX Researcher (1 out of 8 teammates)

• Date: Early 2018; Over the course of 5-6 months

the goal

Key phases of the design process we focused on to address this problem included: discover, strategize and develop

a glimpse of the process

This project stemmed from previous compiled research that was synthesized and informed the journey maps and personas. Many different teams had completed in-depth research studies around different personas and user archetypes with customers. The service design team had designed and collected multiple journey maps with various frameworks. From this kicking off point a framework was born and used within workshops with design leads, PMs and business stakeholders. I helped design and co-facilitated these workshops in person and remotely through a tool called Mural. Afterwards the refining and designing began. Take a look. 

The human-centered design kickoff workshops developed and facilitated by myself and the Director of UX Research

the final design framework + toolkit

My role consisted of finalizing the customer journey map activities and pain points (based on user research and case data), conducting research deep dives, and working with the visual designers to reflect a cohesive journey. Deep dives completed are not not reflected in this portfolio. This continue to be an on-going project continued by the experience design strategy team.

The final framework kit consisted of the following: journey phases and subphrases framework, four persona cards, two large journey map poster (two Personas only), journey activity maps (two Personas only), toolkit guide for designing in powerpoint presentations, phase by phase detail descriptions (not displayed), and 10 top paints points by persona with research deep dives (not displayed).

*All quantitative data has been redacted from all documents for display purposes. 

the shareable toolkit for 1000+ employees

This was an on-going project then continued by the experience design strategy team. See Co-creating a System Blueprint and Envisioning a New Trial Experience to see how this framework was leveraged.