Designing People-Centered Experiences / Fall 2016

Assignment Overview

Articulating Experiences

Due: Monday 12 September
Beginning of Class
Submit via Canvas
HER-V 400 | Fall 2016
Instructor: Aaron Ganci and
Helen Sanematsu


Design customer journey map to describe an experience and opportunities to improve upon it.


In a group of three (3) (Your group is in place only as research or working group. You will each be responsible for generating an individual outcome.), identify a customer experience and map their journey. You can pick any customer experience as long as it’s transactional (meaning goods/services are exchanged for payment of some sort. It doesn’t have to be ‘on the spot.’). You can either undertake the experience yourselves or observe someone else taking part in the experience.

As you observe the experience, consider the following components:

  • Persona goals (end-, experience-, life-)
  • Phases of the experiences
  • ‘Actions’
  • Touchpoints (a moment where something is needed to enable the user to move forward)
  • Artifacts (a tangible, designed object)
  • Critical assessment (good and bad moments)

Once you have observed and understand the above components, you will articulate the experience in the form of a Customer Journey Map. You can reference specific information about this map in Mapping Experiences, Chapter 10. In your map, call special attention the artifacts. Note where they are located and what purpose they serve.

Learning Outcomes

At the end of this exercise, you will be able to:

  • Utilize the Customer Journey Map format to articulate an experience
  • Align many components of an experience into a single two-dimensional map
  • Use the elements and principles of design to create a useful and well-crafted
  • articulation map
  • Identify areas of opportunity to improve or enhance an existing experience


Individual Customer Journey Maps (one per student), sized at minimum 16″x20″ (or 20″x16″), delivered as both a physical print and a PDF on Canvas.


You can receive up to 100 points for this assignment. The assessment criteria are as follows:

40 pts

Your map details the experiential parts and their alignment through an engaging narrative. (I can see all the parts, how they are aligned, and am engaged with the perona’s journey)

5 pts

The persona’s goals are evident and relevant

5 pts

Phases of experience are evident and logical

5 pts

The thoughts and feelings of the person are clearly articulated

10 pts

Artifacts/interfaces are presented in clear detail

10 pts

There is a deliberate effort to show connection & integration between the parts of the experience

5 pts

The principles of design are used to emphasize critical moments in the journey

40 pts

Masterful use of the elements of visual design to improve clarity and aesthetics ( I can read it and it looks nice/appropriate to its purpose?)

10 pts

The elements of design work well together (Gestalt)

7.5 pts

Appropriate and legible Typography

7.5 pts

Appropriate and interesting use of Color

5 pts

Use of negative space to shape overall layout

5 pts

Quality of visual material (iconography or imagery)

5 pts

Consistency of visual material (iconography or imagery)

10 pts

Critical analysis for action (Have you made useful recommendations/observations that can be acted upon?)

10 pts

The suggestions for improvement or enhancement (including noting where existing critical elements reside) are evident and relevant

10 pts

Craft (Were you careful with your execution and presentation?)

10 pts

Appropriate craft (spelling, cropping, resolution, no scuff marks or creases or dings, etc).


Your grade will be broken down into the categories below. *

Category % of total
Articulating Experiences 40%
Go Vote: Redesigning the Voting Experience 60%

* Categories and percentage breakdown subject to change.

Late work

Every assignment in this course will be due at the beginning of the class of its defined due date. Work that is not handed in via the method requested by the instructor (Canvas, email, etc) by the predetermined time will be considered late. The consequences of late submission fall on sliding scale, increasing in severity over time. If late work is handed in within the following parameters, the grade will be reduced in the following ways:

Due date/time – same day, end of class -10%
Same day, end of class – same day, end of day (11:59pm) -15%
Next day (midnight – 11:59pm) -20%
Any subsequent day -50%

Focus and attention

As with anything, what you get out of this class is directly related to what you put into it. When Helen or Aaron are lecturing, we expect your undivided attention. Working on projects for other courses during this class time is not acceptable. Many of you will use computers to take notes during lectures or discussions. Please resist the urge to use that time to use social media, watch youtube, etc.

Grading scale
A+ 100-98
A 97-93
A- 92-90
B+ 89-87
B 86-83
B- 82-80
C+ 79-77
C 76-73
C- 72-70
D+ 69-67
D 66-63
D- 62-60
F 59-0