A typical science organization has a wide range of stakeholders and interacts with them across many touchpoints: events, emails or letters, website, meetings, and more.
Each of these interactions matters. Whether people feel delight, friction, or curiosity shapes their overall experience, which in turn influences how likely they are to engage and contribute to the organization’s work.
This overall experience is referred to as a user* journey.
* A user is considered anyone who interacts with the organization – this may include current or potential members, government officials, the public, funders, or others.
The journey can be long, beginning with someone first learning about the organization and continuing through to becoming an engaged member.
Alternatively, it can be short, focusing on a single interaction such as joining an online event or visiting the website.
Understanding user journeys makes it possible to visualize how experiences come together, maximize the joy and value delivered, and minimize frustration or obstacles.
User journey mapping is a foundational innovation process, popularized by organizations such as IDEO and Nielsen Norman Group. It gives organizations of all sizes, and operating across all sectors, an “outside-in” view of their digital products and services, to bridge the gap between user research and action.
This tool is designed specifically with science organizations in mind. It reflects the realities of how these organizations operate and the diverse stakeholders they may serve. It is grounded in scenarios from science organizations and forms part of the wider ISC project Science organizations in the digital age to support digital maturity in the sector.
The goal of this tool is to visualize a user’s journey through your offer, and understand their experience. That includes where they feel joy, confusion, trust, excitement, disappointment and everything in between.
How to use it
The tool can be used individually or with colleagues. When used in a group setting, Part I should be completed individually before discussing responses together. Parts II and III can then be completed collaboratively.
The full process typically requires about 90 minutes.
User journey mapping
Options to use the document:
After completing the tool
The process should result in a set of focus areas – specific moments or aspects of the user experience that are not working well or could be improved. Even small adjustments in these areas can deepen user engagement and enable the organization to deliver greater value.
Funding acknowledgement: The toolkit was created following the experiences of eleven ISC Members who took part in the project, supported by the International Development Research Centre (IDRC). The views expressed herein do not necessarily represent those of IDRC or its Board of Governors.
Read more about Centre for Science Futures 
Read more about Science organizations in the digital age 
Read more about A new vision for a borderless symposium 
Read more about A people-first approach to building digital pathways 
Read more about A tool to plan an online or a hybrid conference 
