What is it?
A structural visual that shows how a journey breaks down to requirements.
Why did I create it?
We often use experience language interchangeably or without context on how the pieces relate to each other. Teams work at different levels of zoom and need a way to talk about how their part fits into the larger journey. I created this to help communicate those relationships. Specifically, I saw teams starting from requirements and hoping that it all laddered up to a cohesive experience,. Often, it does not.
Ideally, teams start by articulating the overarching journey, then breaking that down into component parts before getting to requirements. This has the best chance of adding up to a cohesive experience and helping teams understand the role they play in the bigger picture.
Journey: The end-to-end experience
Stages: Meaningfully large chunks that break down the overall journey. Sometimes referred to as phases.
Key moments: Moments within the phase, or the highest value moments
Features: This is what you would advertise to the customer
Touchpoints: The manner in which the features will be delivered. Points of interaction with the customer
Requirements: Specifications that dictation how the touchpoints need to perform