Creating audience journey maps that transform how you work
Wednesday 20 March 2024, 14:00 - 15:30 UTC, Stage 2
How can we leverage the power of audience journey mapping techniques to break down silos and transform our ways of working?
Audience journey maps help us identify key opportunities to improve our digital content and our services. Highlighting important touch points, these maps illustrate the thoughts, feelings and actions, experienced as people strive to achieve a goal. In doing so, they provide concrete insights into ways we can provide effective support and guidance to our users.
These maps are commonly referenced by communications and marketing professionals to guide their projects, often aimed at improving central sites and services. They’re not new to content and UX professionals, and yet their true power to transform the ways in which we work is often underutilised.
In this session we will explore the missing opportunities for journey maps to have a broader impact. We will explore not just how to use them to transform the “what, when and where” for the content you provide for your audiences, but also how to use them as a tool for change management and shifting organisational culture.
You’ll leave this session with the ideas, tools and techniques to supercharge how you use your audience journey maps.
A tool to takeaway
We will provide you with a workshop framework, and a series of examples of how to adjust and adapt this workshop for different uses in your organisation. The workshop doesn’t just focus on audience journey mapping, but has the potential to become a key starting point for many cross-departmental and/or institution-wide projects and initiatives.
This session will help you to…
Know how to leverage journey maps as a shared frame of reference to break down silos and create institution-wide strategic alignment.
Understand how to more effectively use journey maps to identify new opportunities for audience groups, especially for equity and inclusion.
Identify and prioritise opportunities and action items, and transform cross-organisation collaboration.
Meet your session facilitators
Joyce Peralta (Canada)
Manager, Digital Communications, McGill University
Joyce has been building websites and digital communities for over 20 years. Her experience includes strategic positions on communications and marketing, and information technology teams at a number of universities including the University of Victoria, Western University and Kings University College.
Joyce is currently Manager, Digital Communications at McGill University, in Montreal, Canada. In this role, she initiates and leads strategic projects aimed at affecting institution-wide change in areas related to digital governance, awareness of strategic goals, adherence to related best practices, and community growth.
Joyce is an award-winning speaker who has presented at numerous conferences including DrupalCon, Confoo, HighEdWeb and #PSEWeb. She's also had the honour of holding leadership positions in various professional associations including #PSEWEB, HighEdWeb, and the Canadian Council for the Advancement of Education (CCAE).
Languages spoken: English, French
A global problem they’d love to solve: Access to education for all
Something they can’t be without: My favourite travel mug