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Journeys & Storyboards

Week of September 30, 2019

Monday, 3:30-5:00 PM - Hawes 203

Wednesday, 3:30-5:00 PM


Guest Lecturer: Melissa Perri


IMPORTANT: There is prep work for teams before Wednesday’s lab! We suggest using scheduled team time before Wednesday’s lab.


Required Reading 

  1. (diagram) The Elements of User Experience  by Jesse James Garrett

  2. (article) When and How to Create Customer Journey Maps by Kate Kaplan

  3. (article) Five Essential Components of Successful Customer Journey Maps by Phil Goddard, Ph.D. and Kathleen Hoski

  4. (article) Storyboards Help Visualize UX Ideas by Rachel Krause

  5. (article) Journey Mapping Powers Better Design Thinking by Jay Melone 

  6. (article) The UX Design Success Ladder. Achieving Meaningful Product Design by Margaret Kelsey

  7. The Pineapple team’s MRD from PM101 ‘17 and the Switch team’s MRD from ‘18


Recommended Reading

  1. The Role of Storyboarding in UX Design by Nick Babich

  2. How Snow White Helped Airbnb’s mobile Mission by Sarah Kessler 

  3. Terrific books that cover core principles of user experience design: 

  4. UX Mapping Cheat Sheet by Sarah Gibbons

  5. Designing the Conversational UI


Minor Deliverable: Journey Maps & Storyboards (see below)

Major Deliverable: MRD, October 19


Journeys & Storyboards Warm-up: Now that you have refined your target personas and thought about how to test hypotheses about them, we need to zoom out a bit and think about their current journeys and how these may change once they have your application at their disposal. 


For class on Monday, please complete all required reading and bring questions regarding the MRD. The Pineapple MRD is shared only as an example of how you will bring the CRP forward into this document, the Switch MRD is an example of a great discovery process that led to a no-go (they pivoted to an entirely new product for the rest of PM101!).



  1. As a team: 

    1. Before Wednesday, decide what specific journey you will focus on for your target persona. E.g., if it is a two-sided market, agree on one side to focus on first OR if it’s a transactional product, choose a particular part of the transaction that’s likely most common for your target persona (e.g, for Venmo, it may be requesting money vs. paying someone) 

    2. Using any of the examples in the readings, collaborate as a team on the Journey map for your target persona. 

    3. We will be using this journey map to do a storyboard divergence and convergence exercise IN LAB next week!

  2. We will select 3 teams to present the storyboards we develop in the lab (see below) for real-time feedback in the lab on October 2. Each team will get 15 minutes. Plan to use half of your time for presenting and half for getting feedback. Teams selected to present will be notified by 10:00am the morning of October 2.




By 5:00PM Friday, October 4, post in the Assignment Master on the tab “Oct 4 - Maps” of

  1. A link to your team’s journey map drawn/other medium (smart phone pic OK)

  2. A link to two 8-Box storyboards of:

    1. The specific part of the journey as it is today (As-Is)

    2. the first solution you plan to build for your product (To-Be)

    3. OPTIONAL: Repeat the steps above for other use cases that you might imagine for your app. Consider stakeholders beyond your primary persona as you explore other use cases.


We will start to get into wireframing in a few weeks. Please familiarize yourself with the following tools and decide as a team which works best for your particular project/learning interests. Jacey will provide free license information next week when she’s back from vacation!




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