8-10 June 2016

Our Dynamic Earth, Edinburgh, UK


From Data to Design: journey maps, scenarios & storyboards.

hosted by Kim Goodwin on Tuesday 7 June 2016

About this Workshop

Once you have data from user research, how do you turn that into a compelling design solution…and herd the cats along with you? It’s especially tough when you have to work around limited project scope and organizational silos. That’s the focus of this full-day workshop.

Storytelling is a powerful tool, both for unleashing our imaginations and for persuading others. We’ll start by turning qualitative data into a type of story, using journey mapping to help the team identify opportunities.

From there, we’ll use storytelling in a generative way: creating ambitious stories at the level of a service design scenarios to broaden our thinking and develop a vision, then scoping down into detailed product-level scenarios from which to sketch.

We’ll then use scenarios to guide our storyboarding, which is a sequential approach to sketching. We’ll even take a look at how scenarios can help translate your research data into visual design priorities.


This workshop is for any designer, engineer, or product manager who’s had to figure out what to build, how it should behave, and how it should look…and sell the rest of the team along the way.

A solid grounding in interface design principles and patterns is helpful for the sketching exercises. Those with a lot of experience using scenarios may find parts of the session are a “refresher.”

The content is equally applicable whether you’re designing something new or improving what you already have.


  • Benefits of using journey maps, like bridging the gap between problem and solution, persuading the team to come along…even sharpening your interview skills.
  • Techniques for developing effective journey maps from interview data, with a chance to practice.
  • Comparing scenarios to use cases, Agile user stories, and requirements.
  • Deciding when to use different types of scenarios.
  • Using personas (or not) in your scenarios and design.
  • Creating an effective scenario, with a chance to practice developing several types.
  • Using scenarios to generate clear, effective requirements.
  • Using scenarios to help translate solutions to any channel or platform, whether you’re mobile-first, desktop-focused, or translating between digital and brick-and-mortar.
  • Using your initial scenarios to drive structure and flow in your sketching, then using increasingly detailed scenarios to iterate and test the solution—fast!
  • Supporting design decisions with scenarios, even at the pixel level.
  • Using scenarios to sell your solutions.

Expect realistic exercises where you’ll put theory into practice. Throughout the session, we’ll discuss practical realities like limited scope, skeptical stakeholders, and the challenges inherent in certain industries or consumer settings. Bring your questions and frustrations as well as your success stories!

Specific take aways

  • Narrow the gap between understanding your users and knowing what to do about it
  • Develop a shared view of the problem, stop feature creep, and minimize opinion-based wrangling about solutions.
  • Create user-centered solutions that don’t mirror your org chart or ignore users’ real cross-channel behavior.
  • Make your user experience better by examining every touchpoint and using emotion–not just functions and tasks–to inform your choices.
  • Fit scenarios seamlessly into your existing process, whether it’s Agile, waterfall, or Agile-fall.
  • Make design choices and trade-offs visible to the team (and even users) quickly and cheaply.
  • Help drive the requirements process instead of responding to it when it’s over.


  • Registration 9.15–9.30AM
  • Morning tea and coffee 11–11.30am
  • Lunch 12.45–13.30
  • Afternoon tea and coffee 15.00–15.30

Kim Goodwin

Kim Goodwin is the bestselling author of Designing for the Digital Age. Kim has spent over 20 years in UX, both consulting and in-house.

She’s currently serving as VP of Product & User Experience at PatientsLikeMe, where her team creates both a social network and decision-support tools for seriously ill patients, as well as tools for medical researchers to engage with patients and learn from their shared medical data.

Kim also continues to help other organizations build their internal design capabilities through coaching and organizational change management.

Previously, Kim was VP of Design & General Manager at Cooper, a leading design and strategy agency in San Francisco. During her 12 years there, Kim led an integrated practice of interaction, visual, and industrial designers, as well as the development of the acclaimed Cooper U design curriculum.

Kim has led design and research projects in healthcare, aviation, retail, communication, financial services, consumer, enterprise, automotive, IT, and other industries. She speaks and teaches regularly at UX conferences around the world.

Kim is based near San Francisco, she is often in another time zone, whether she’s herding cats in a conference room or photographing wildlife in places with no Internet access.


Tickets for this workshop are available now.

Workshop tickets are available separately to conference tickets, but discounted tickets allowing access to both the workshop and the full conference are also available.

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Session Types

Need help planning which sessions to attend? We've provided a breakdown of our various session types below.

Case Study/Experience Report

A presentation and discussion of real-life (not theoretical) experiences of the application (or mis-application) of service design techniques. Case studies and experience reports include some discussion of lessons learned and an indication of how novel the work is.


Participants learn a new approach, tool or technology through using it to solve one or more practical exercises. Any software/hardware requirements are disclosed in the session description.


A session focused around some specific tool, technique or issue. Primarily led by the speaker, tutorials usually include some elements of interactivity or individual / group exercise.


An in-depth working session on a specific topic. May include paper presentations.

Lightning Talks

Short talks (max 10 minutes) on almost any topic.