Journey mapping as insight tool: a healthcare case study with Kim Goodwin

If you want a team to see the world through users' eyes, there's nothing quite as powerful as involving them in ethnographic field studies. However, teams can still struggle with translating their field experience into product features and design decisions. Journey maps help teams structure and share field data, identify opportunities, and determine what kinds of tools and information to offer and when. 

The talk is illustrated with field data and a map of the patient journey through serious illness, based on recent work with PatientsLikeMe.com.