Part 1: The Beck Revolution in Mapping

In 1931, a modest engineering draughtsman named Harry Beck began his career crafting diagrams for the London Underground's electrical systems. Unbeknownst to him, this journey would lead to the creation of one of the most significant design innovations: the Tube map.

This map diverged dramatically from traditional designs. Beck prioritized subway routes over geographical precision, opting for clean, straight lines while incorporating recognizable landmarks like the Thames River. This choice emphasized functionality over conventional mapping standards.

As with any groundbreaking idea, Beck faced skepticism—how could an engineer become a trailblazing cartographer? Initial designs were rejected multiple times before Beck managed to distribute 500 copies in 1932. Remarkably, within a year, over 700,000 copies had been printed.

The Success of Beck's Design

What contributed to the triumph of Beck's map? He understood that topological details were irrelevant to underground commuters. His timing coincided with the modernist design movement, appealing to a public craving simplicity in information presentation. Beck's courage and unorthodox approach birthed a new urban navigation language, influencing designers like Massimo Vignelli.

This shift in perception isn't easy for experts, often hindered by the Einstellung Effect—where prior knowledge obstructs acceptance of superior solutions. For instance, a seasoned chess player might miss an optimal move due to fixation on familiar strategies.

As design practitioners, we often dismiss alternative approaches too quickly, especially in volatile, uncertain, complex, and ambiguous (VUCA) environments. This creates a disconnect when evaluating new methods, like the journey map.

The Journey Map's Unfulfilled Potential

Journey maps are commonplace in design literature, yet their effectiveness is often underappreciated. While organizations like NNG and IxDF provide guidelines, many designers find journey maps visually unappealing.

Felix Lee, CEO of ADPlist, articulates this sentiment: "Too many designers prioritize UI and UX, but few consider why these elements matter to users and businesses."

Unfortunately, journey maps often resemble mundane PowerPoint slides, used only during stakeholder meetings. This oversight leads to their neglect in later development stages, missing opportunities for collaboration across the value stream.

Moreover, the diversity of journey map formats—customer journey maps, user flows, service blueprints, and more—often results in inconsistency. Larger teams might create multiple variations, complicating the process and diluting the purpose of the maps.

Part 2: Personal Reflections on the "Beck" Effect

In 2007, while serving in Singapore's military as a survey engineer, I encountered my own mapping challenges. Tasked with creating various maps, I opted for a digital approach, leveraging technology to enhance efficiency.

My methods deviated from traditional hand-drawn sketches, leading to the development of a digital library of reusable assets. This innovation allowed for quicker map production and a more cohesive mapping process.

Reflecting on my experience, I recognize the "Beck" effect—creating fresh designs while overcoming judgment constraints. This shift in perspective can lead to revolutionary changes in mapping practices.

What would Beck think of today's journey maps? In a digital landscape filled with cloud services and AI advancements, many still rely on outdated methods reminiscent of the past.

Video Description: Discover a roadmap for spiritual journeys that resonates with the principles of simplicity and interconnectedness.

Part 3: A Vision for Journey Maps in 2024

As we enter 2024, we must embrace innovative journey mapping strategies. Here are guiding principles to reshape our approach:

1. Streamlining Information: The Beck Style

   Emulate Beck's philosophy by removing unnecessary details. Focus on creating a coherent organizing principle, revealing essential information only when needed.

2. Gardeners, Not Owners: Promoting Collaboration

   Journey maps should be nurtured by cross-functional teams, akin to gardeners tending to a communal space. This fosters shared ownership and encourages diverse input.

3. Maps in Harmony: Integrating Multiple Formats

   Utilize various maps in conjunction with one another, ensuring they complement each other meaningfully. For instance, a user's journey map can coexist with a service blueprint, offering a comprehensive view of interactions.

4. Power of Cards: Modular and Interactive Components

   Incorporate cards as dynamic elements within maps. Unlike static post-its, these cards can embed rich information and link to other systems, enhancing interactivity and depth.

Closing Thoughts

New ideas often face resistance, but through perseverance and shared insights, we can cultivate transformative practices in design. As we bid farewell to 2023, let's remain eager and focused on the possibilities that 2024 holds.

Video Description: Explore the roadmap for your spiritual journey in this insightful video, encouraging reflection and growth.

References

• Dam, R., & Siang, T. (2019, June 14). Design Thinking: A Quick Overview of History. The Interaction Design Foundation.
• FamousGraphicDesigners.org. (2018). Harry Beck | Biography and Designs.
• Gibbons, S. (2018, December 9). Journey Mapping 101. Nielsen Norman Group.
• Interaction Design Foundation. (2019). What are Customer Journey Maps?
• Kahneman, D. (2011). Thinking, Fast and Slow.
• Lee, F. (2023, December 26). This is the 1 skill designers will need. ADPList's Newsletter.