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The User's Journey: Storymapping Products That People Love Paperback – March 22, 2016

by Donna Lichaw (Author)
4.3 4.3 out of 5 stars 231 ratings
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Like a good story, successful design is a series of engaging moments structured over time. The User’s Journey will show you how, when, and why to use narrative structure, technique, and principles to ideate, craft, and test a cohesive vision for an engaging outcome. See how a “story first” approach can transform your product, feature, landing page, flow, campaign, content, or product strategy.

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Previous page
  1. Print length
    160 pages
  2. Language
    English
  3. Publisher
    Rosenfeld Media
  4. Publication date
    March 22, 2016
  5. Dimensions
    6 x 0.5 x 9 inches
  6. ISBN-10
    1933820314
  7. ISBN-13
    978-1933820316
  8. See all details
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    We connect people interested in designing better user experiences with the best expertise available—in the formats that make the most sense, and in ways that demonstrate the value of UX. As UX becomes mission critical for more industries, organizations, and people, we expect to be there—as a trusted source of really helpful, really valuable expertise that helps make sense of user experience design.

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    We believe in the power of UX.

    User experience humanizes technology and information—and Rosenfeld helps people all over the world create better user experiences.

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    UX Fundamentals

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  5. The Jobs To Be Done Playbook: Align Your Markets, Organization, and Strategy Around Customer Needs
    Duly Noted: Extend Your Mind through Connected Notes
    Changemakers: How Leaders Can Design Change in an Insanely Complex World
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Editorial Reviews

Review

Lichaw delivers a creative, common-sense design method that simply works, no experience necessary. This book belongs on every experience designer s desk. --Kristina Halvorson, Author, Content Strategy

You’ve heard the term storymapping before. In this detailed, tactical, and delightfully illustrated book, Donna Lichaw takes a different spin on how to bring the story of your product to life. Drawing from her days as a screenwriter, Lichaw deconstructs products into the stories they tell their users. Citing example after example from popular digital tools, Lichaw clearly illustrates how to bring the customer through various points of engagement, highs, lows and finally moments of delight. And how to do it using only Post-its and markers. If you re working through customer journeys, experience mapping, and other ways to coalesce your team around your product s story, The User’s Journey offers a fun, interactive way to build that narrative collaboratively to achieve great results. --Jeff Gothelf, Author, Lean UX

No one knows how to apply storytelling to designing compelling, successful products better than Donna Lichaw. The User’s Journey should be dog-eared, highlighted, and shared with everyone on the product management, design, commercial, and even development teams to know why and how story is critical to create innovative, useful, delightful products. --Chris Avore, Global Head of Product Design, Nasdaq

About the Author

Donna Lichaw guides startups, non-profits, and global brands in optimizing their digital products and services by providing them with a simplified way to drive user engagement through impactful storytelling. As a consultant, speaker, writer, and educator, she utilizes a 'story first' approach to help teams define their value proposition, transform their thinking, and better engage with their core customers.  Recognized as a thought leader in storytelling and customer engagement strategies, she has presented as a keynote speaker at design and technology conferences in the US, Canada and Europe, and taught courses at New York University, Northwestern University, The School of Visual Arts, and Parsons the New School for Design. You can find her on the web at donnalichaw.com and on twitter @dlichaw.

Product details

  • Publisher ‏ : ‎ Rosenfeld Media; 1st edition (March 22, 2016)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 160 pages
  • ISBN-10 ‏ : ‎ 1933820314
  • ISBN-13 ‏ : ‎ 978-1933820316
  • Item Weight ‏ : ‎ 8.7 ounces
  • Dimensions ‏ : ‎ 6 x 0.5 x 9 inches
  • Customer Reviews:
    4.3 4.3 out of 5 stars 231 ratings

About the author

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Donna Lichaw

Donna Lichaw

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Donna Lichaw is an executive coach, keynote speaker, and author of the bestselling books, The User’s Journey and much-awaited follow-up, The Leader’s Journey. She helps high-growth CEOs, tech executives, and senior leadership teams transform their leadership so that they can more effectively scale their business growth and make a positive impact in the world.

Donna works with superheroes and teams of superheroes at companies like Google, Disney, Twitter, Microsoft, Mailchimp, and Adobe, as well as a plethora of high-growth startups and nonprofits. She has been on the adjunct faculty at New York University, Northwestern University, Parsons School of Design, and the School of Visual Arts.

When she’s not working, you can find her hanging out in Brooklyn, NY, with her partner, Erica, superkids, Max and Micah, superdog, Ralph, and supercat, Shadow.

Customer reviews

4.3 out of 5 stars
4.3 out of 5
231 global ratings
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4 Stars
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Bought the book new, but it showed up with scribbles all over the cover. Still completely readable, and it showed up quickly.
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Top reviews from the United States

Student_of_Life
5.0 out of 5 stars Excellent! Love It! All UX Designers Need This Book.
Reviewed in the United States on March 17, 2017
Verified Purchase
I just got done with a first read through of this excellent book. At the very least the author has convinced me why using story telling is an excellent tool when doing user experience design (designing a product or service). I love this book! I will be reading it at least a few more times to really study and learn how to use the techniques the author presents. If you really want to become a good user experience designer, you need to add this book to your arsenal.
3 people found this helpful
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Sierra
4.0 out of 5 stars Damaged
Reviewed in the United States on February 16, 2023
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Bought the book new, but it showed up with scribbles all over the cover. Still completely readable, and it showed up quickly.
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Sierra
4.0 out of 5 stars Damaged
Reviewed in the United States on February 16, 2023
Bought the book new, but it showed up with scribbles all over the cover. Still completely readable, and it showed up quickly.
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Customer image
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Mike Hales
5.0 out of 5 stars Logical, fun and totally applicable
Reviewed in the United States on April 1, 2018
Verified Purchase
This book came to me at the perfect time. I’m working on a new product that seemingly has no boundaries but reading through this book and starting to apply concept, origin and usage stories to my thinking has helped me to shape, and more importantly, share the overall story of what the product is.
Written with a light touch and imbued with humour, this is both a fun and productive read.
Wish she would visit NZ!
5 people found this helpful
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Goktug Okan Oguz
5.0 out of 5 stars Good book.. A must read
Reviewed in the United States on October 24, 2016
Verified Purchase
This is a very good book that underlines the basics we must have on marketing your business your product or yourself. Telling good stories is hard when you need to structure it. This book gives the structure in a basic form you can leverage. The only thing I wish I could see in this book is more examples. A workbook would help as well. At the end, I definitely recommend anyone doing anything that needs a story behind and be sure you need stories to make it communicate.
3 people found this helpful
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Amazon Customer
5.0 out of 5 stars This book was fantastic. I've been a UX Professional for the last ...
Reviewed in the United States on May 21, 2017
Verified Purchase
This book was fantastic. I've been a UX Professional for the last 10 years and always looking for solid frameworks to approach design challenges. Donna provides such a distilled, easy to follow framework for mapping the facets of an experience I knew were important. After reading this book and understanding how to apply the story framework to product design, I'm excited and inspired to get to work.
3 people found this helpful
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Edward Stull
5.0 out of 5 stars Worth your time
Reviewed in the United States on September 17, 2016
Verified Purchase
Donna Lichaw wrote both an informative and readable book. It is funny. It is well written. It fully covers the topic at hand -- storymapping. The author references everything from "Breaking Bad" to Daniel Kahneman, taking readers on a journey from theory to technique. You learn how to create better products and services. Going deeper, the book describes how story shapes perception, engagement, and ultimately the relationship between you and your audience.
4 people found this helpful
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GrieferTroll_13
5.0 out of 5 stars Outstanding!
Reviewed in the United States on June 19, 2016
Verified Purchase
This book is essential reading for anyone doing just about anything. There really is no downside to the book and I numerous applications for just about anyone doing anything. Consider the stay-at-home parent trying to create the right chore list for their children; this is the book. Yet it would also find application to the senior executive who needs to develop a new strategy. This book is well worth it.
2 people found this helpful
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Tom Rigney
1.0 out of 5 stars This is a great book, but...
Reviewed in the United States on October 4, 2016
Verified Purchase
The pictures used in the kindle version are so low resolution that they are unviewable and unreadable. I'm only three chapters in, but I was compelled to write this review because a screenshot of an email was used as an example of an origin story, but I am unable to read the example. Kindle books are commonly read on high-res devices these days, and the images used in kindle books should be optimized for such devices.

I have to give the Kindle version one star because of this oversight, otherwise The User's Journey would be at least 4/5, maybe even 5/5 when I finish.
78 people found this helpful
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Top reviews from other countries

CW
2.0 out of 5 stars 40€ for a blogpost is ridiculous
Reviewed in Germany on August 15, 2021
Verified Purchase
The idea behind is book may be quite interesting, but the idea is not so complex that you need 160 pages to explain it. After 10 pages you know everything you need to know.
It is a typical release from Rosenfeld. Compelling ideas are stretched to the maximum without adding any value. I think that is the reason for their high price point. You‘ll feel ripped off for 15€, but since you invest 40€+, you try convince yourself that it was a good idea in the first place to buy the book.
It is the fourth book that I bought from Rosenfeld and I returned three of them.
The only one I kept (Amy Bucher‘s Engaged) has a bit more substance, but barely enough to keep it.
2 people found this helpful
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Paris S.
5.0 out of 5 stars So helpful
Reviewed in the United Kingdom on June 16, 2021
Verified Purchase
As someone entering the world of Ux, this is a delightfully simple yet extremely powerful introduction to reframe your thinking. I will always use this approach in some capacity going forwards .
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John H Watson
5.0 out of 5 stars An invitation into another level of design thinking
Reviewed in Canada on March 19, 2020
Verified Purchase
I enjoyed this book. It helped me appreciate the depths in which the storytelling premise can be applied. The approach can be much more granular than I anticipated and understood. This insight was the main take away for me, that storytelling, like a fractal, can be applied at any scale.

I liked all the examples as well. It made the concepts easy to understand in their different applications. I think this is a good book for marketing practitioners and designers as it invites them into another level of design thinking.
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JamieM
4.0 out of 5 stars Story telling for all experiences
Reviewed in Australia on September 20, 2016
Verified Purchase
A great introduction to story mapping, what it is, why it's important why you need to think that way. If helps you to deconstruct the concept and apply it to your other methods of mapping an experience.
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Saturn Animation Studios Inc.
3.0 out of 5 stars interesting interpretation of drama methods for marketing purposes. it ...
Reviewed in Canada on June 11, 2018
Verified Purchase
interesting interpretation of drama methods for marketing purposes. it seems though that 1 blog post could cover majority of the topic.
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