An introduction to experience maps


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An introduction to experience maps, including what they are, why they're so great, how to create them and some useful do's and don'ts.

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  • - Neverunder-estimate the power of storytelling
  • We traditionally have dealt with 5 min teasers, rather than the full feature film e.g.- Tasksand 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- Forexperience 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, brochureWhat is she trying to do? How is doing this?In this instance we assume she’s finding out where her nearest Thomson shop isThis is almost a mini-scenarioWhat 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 lifeWhat 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?
  • - Thisis 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
  • - Anotherexample, this time showing the persona and a bit of context
  • An introduction to experience maps

    1. 1. An introduction to… Experience maps
    2. 2. What is an experience map?
    3. 3. “ Documents that visually illustrate customers’ processes, needs, experiences and perceptions throughout their relationships with a company ” Forrester Research
    4. 4. “A story about one of our customers” Me
    5. 5. A snap shot only tells part of the story…
    6. 6. What happens when you put all the snap shots together to form a story?
    7. 7. Mapping the current… Mapping the future…
    8. 8. 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”
    9. 9. 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?
    10. 10. Helen researches a family holiday
    11. 11. Why are experience maps great? • • • • 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
    12. 12. Do this…each stage of the persona’s journey… Don’tAt this… do • Think about what toexperience maps • Create a gazillion map upfront • Base on fact, not fiction Include too much detail • • Provide the context • Focus on What& opportunities, & how? ideas does he/she do not just pain points What does he/she need? • Involve stakeholders from the What are their experiences? start What does the business want them to do? • Try to map the current & the future What are the pain points? What are the opportunities?
    13. 13. Don’tAt each stage of the persona’s journey… do this… • • • • • Create a gazillion experience maps Include too much detail Focus more on how it looks, than the content Map something that would never happen What does shower… Take your cat into the 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?
    14. 14. Fin.
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