Application of journey maps to the development of emergent sustainability-oriented technologies: Lessons for user involvement in agriculture

This article foregrounds the challenges and necessity of promoting user involvement in traditional sectors, especially those that constitute strong pillars for sustainable development. As a case in point, the emergence of precision agriculture technologies requires novel methods to integrate users in innovation processes. Accordingly, this article discusses three applications of journey maps developed in collaboration with users and other stakeholders in the context of agriculture. We illustrate how design-thinking tools such as journey maps offer the means to explore user experiences, spotting previously unknown needs or problems, generate value propositions with meaning and relevance, and foresee implementation issues not directly related to the technology in focus. This research, thus, contributes by first describing applications of journey maps which are relevant for traditional sectors that are undergoing disruption, and second, by highlighting the broader usefulness of such tools for facilitating coordination among the diverse actors who are ultimately central to innovation adoption and success.