3. “ Documents that visually illustrate
customers’ processes, needs,
experiences and perceptions
throughout their relationships
with a company ”
Forrester Research
9. Helen - 41 years old, married,
with 2 daughters aged 12 and 16
“The most important things for
me are that it’s got to be cheap
and have hot weather, with
plenty to keep the kids occupied.
Other than that it doesn’t really
matter”
10. At each stage of Helen’s journey…
• What touchpoint(s) does she use?
• What is she trying to do?
• How does she do it?
• What is she thinking & feeling?
• What are her pain points?
• What does she need?
• What do we (the business) want her to do?
• How can we make things better for her?
14. • Everyone loves a story
• Shows the bigger picture
• Makes research easy to digest
• Shows customer’s
perspective
• Shows pain points and
opportunities
• Highlights different
channels used
• Catalyst for driving an
improved UX
Why are experience maps great?
15. At each stage of the persona’s journey…
What does he/she do & how?
What does he/she need?
What are their experiences?
What does the business want them to do?
What are the pain points?
What are the opportunities?
• Create a gazillion experience maps
• Include too much detail
Don’t do this…
• Think about what to map
upfront
• Base on fact, not fiction
• Provide the context
• Focus on ideas & opportunities,
not just pain points
• Involve stakeholders from the
start
• Try to map the current &
the future
Do this…
16. At each stage of the persona’s journey…
What does he/she do & how?
What does he/she need?
What are their experiences?
What does the business want them to do?
What are the pain points?
What are the opportunities?
• Create a gazillion experience maps
• Include too much detail
• Focus more on how it looks, than the content
• Map something that would never happen
• Take your cat into the shower…
Don’t do this…
We traditionally have dealt with 5 min teasers, rather than the full feature film e.g.
- Tasks and scenarios
- Surveys and analytics
- User interviews
- User testing
Experience maps can be:
- How customers currently deal with us
- How we’d like customers to deal with us
- We will now take a look at a simple experience map
- Worth pointing out there is no set template for a map – really depends on purpose and project
- If our experience map is a film, each film has characters
- For experience maps the characters should be personas
- The persona will have a wider goal that he/she would like to achieve
- In this instance Helen wants to book and ultimately go on a summer holiday with her family
- The map outlines the journey that Helen takes to research, book, prepare, go on and then return from her holiday
- We could even map out further (e.g. her next holiday) – best left to the next film in the franchise
- The map was created as part of the retail work
At each step of Helen’s journey we outline:
What touchpoints does she use?
- E.g. Website, visit shop, call us, brochure
What is she trying to do? How is doing this?
In this instance we assume she’s finding out where her nearest Thomson shop is
This is almost a mini-scenario
What is she thinking and feeling?
- Not just what is she doing, but what is her experience?
- What does she like or dislike?
- About bringing Helen’s experience to life
What are her pain points?
- For current we will want to call out pain points – what are the main issues that Helen encounters?
What does she need?
- What does Helen need to be able to do?
- How big a gap is there between what Helen would like to do, and what she can actually do?
What does the business want her to do?
- What is the business goal?
- What would we like Helen to do at this point?
How can we make things better for Helen?
- What are the opportunities for improving Helen’s experience?
- What are the opportunities for better reaching the business goals?
- This is a nice example of an experience map from adaptive path – Although we’re missing our characters
- It visually outlines the journey that a customer takes when booking and then taking rail travel in Europe (from the US)
- This is a nice example of a experience map that Howard put together
- It shows Helen’s journey with:
- Opportunities
- Challenges
- Requirements / needs
- Another example, this time showing the persona and a bit of context