User Journeys for Action
summary
Claim: Zalando rolls out an updated framework that combines jobs-to-be-done with success criteria into a master map so journey maps are findable, actionable and owned at scale. Process uses workshops, existing research, laneed blueprints, a repository and impact/effort clustering. Adoption spans over 160 designers and a Connected Retail team that scales from 47 to 256 people. Result is clearer ownership, fewer duplicate efforts and improved KPIs tied into product development.
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chapters (14)
- 0:00Introduction
- 2:50Meet speakers and Zalando design team
- 4:13Aligning teams for action
- 5:38User journey mapping solution
- 7:25Jobs to be done and success criteria
- 9:31B2B mapping in practice
- 13:42Journey map structure and scope
- 15:52Workshopping insights
- 17:39Key mapping benefits
- 19:48Journey mapping pitfalls
- 21:13Hiring at Zalando
- 22:17Q&A remote work COVID-19
- 24:28Tech industry adaptation reflections
- 26:55Diversity inclusion in tech
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