cool

1. The Fine Art of Creating
Experience Maps
By Martin Bradshaw, Michael Esposito & Kelly Guidry

2. What is a user experience map?
● a visual representation of the users’ journey over time
● a handy communication tool
● it tells a story in one-page
● Many types of research can be used to inform the experience map
○ longitudinal studies, retrospective interviews, ethnographic research, observational studies

3. Target Users
Questions to ask yourself when creating an experience map:
● Goals
○ What is the user trying to accomplish?
● Usage
○ How often do they use the product?
● Wants & Needs
○ What features do they want to make life easier or better?
● Opportunities
○ What are future opportunities that would delight the user?

4. Engagement with the Product
● Impact: Challenges and issues
● Influence: Engagement with devices
● Opportunity: Fluctuations in satisfaction
● Bonus: “Delighters”

5. User Flows
Your map should illustrate a sequence of events. Examples include:
● Phases over time
● Shopping experience
● First-time user experience
● Finding a restaurant

6. Influencers
● Influencers impact use and satisfaction
● Columns and rows
● Inform the development
● When a connection is made, it’s easy to identify opportunities

7. Visualization
Goals
● Balance
● Compelling
● Revealing engagement and insight
● Everyone to connect
● Tell the full story
● Be a dashboard

9. Source: https://www.mindtools.com/pages/article/newSTR_85.htm

10. Where Did the Term “User Experience” Come From?
● Previously “User-Centered Design”
● 1988 Don Norman: The Design of Everyday Things
● Focus on user instead of interface
● “User Experience Architect” at Apple in the 90s
● “...human interface and usability were too narrow. I wanted to cover all
aspects of the person’s experience.”
https://theblog.adobe.com/where-did-the-term-user-experience-come-from/

11. Reference 2: What is User Experience Mapping?
When creating a user experience map, follow these steps:
1. Define your persona.
2. Define your customer phases.
3. Describe the touchpoints your customer uses to interact with your
organization.
4. Conduct research.
5. Determine points of friction.
6. Resolve.
https://www.visual-paradigm.com/guide/user-experience-mapping/what-is-u
ser-experience-mapping/

12. Reference 3: Role of Experience Mapping in Communications Planning
Experience mapping to help students choose their college
Experience maps help institutions in these ways:
● Integrating
● Aligning
● Helping align communications from right people
https://www.insidehighered.com/blogs/call-action-marketing-and-communications-higher-education/role-experience-mapping

13. How has UX
mapping changed
over time and what
direction is it headed
in today?

14. How can designers
make the process of
creating a UX map
more efficient?

15. After learning about
experience maps, would
you say that people are
predictable?

16. THANK YOU