Unleash Better Insights with StoryMaps
Participatory Journey Maps to Match the Complexity we live in.
Health EXP, a think tank focused on menopause in the workplace, needed to conduct generative research to understand a topic that is both sensitive and for which there is little research.
We decided to host a participatory journey map workshop, which we called Storymap, with experts and professional women going through perimenopause.
Participants were given reading on basic facts about menopause to prepare for the session.
At the workshop, participants were instructed to imagine the journey of Maya, a proto-persona going through perimenopause in the workplace.
As participants contributed details about her life and experiences, I drew live on a screen everyone could see.
The images equipped participants to add more details and layers of experience, rendering a journey map that deeply resonated with women going through this transition and that was later used to build our interviews and recruit participants to our study.
By using visual facilitation in our generative research, we accomplished the following:
A richer and deeper portrayal of the perimenopause transition in the workplace that resonated with women, and was validated by experts.
Participants were engaged in the process and with each other, leading to better insights.
Health EXP had a tangible tool to validate their emerging insights through conversations with experts and consequent individual interviews.
Health EXP had visual assets that they could use in social media and to build videos to raise awareness about menopause in the workplace.
