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(U)X MARKS THE SPOT
CREATING EXPERIENCE MAPS
ANNA TUTAK
@a2tee
Anna Tutak - Marks the Spot: Creating Experience Maps
Get a
debit card
@a2tee
TRIGGER
CLERK
OFFER
CONTRACT
WEBSITE
CALL
CENTER
BRICK-AND-
MORTAR BANK
@a2tee
HIGH
POINT
TROUBLE SPOT
LOW
POINTAdapted from: Adaptive Path
My preciousss...
@a2teeSource: Middle-Earth Enterprises
CUSTOMER SERVICE
@a2tee
My preciousss...
Source: Middle-Earth Enterprises
@a2tee
My preciousss...
Source: Middle-Earth Enterprises
Anna Tutak - Marks the Spot: Creating Experience Maps
EXPERIENCE MAPS
@a2tee
EXPERIENCE MAPS
@a2tee
EXPERIENCES…
… are complex
@a2tee
DOING THINKING FEELING
@a2tee
EXPERIENCES…
… happen across
TOUCHPOINTS
PERSON
(with need)
ORGANIZATION
(with stuff)
Adapted from: Adaptive Path
PERSON
(with need)
ORGANIZATION
(with stuff)
touchpoint
Adapted from: Adaptive Path
-enjoyment+
@a2tee
-enjoyment+
@a2tee
Source: User Research blog on gov.uk
@a2tee
@a2tee
@a2teeSource: User Research blog on gov.uk
EXPERIENCE MAPS
@a2tee
EXPERIENCE
MAPS...
… show the user
journey through
touchpoints
@a2tee
-enjoyment+
@a2tee
Source: Adaptive Path
Source: EffectiveUI.Inc
Source: Smashing Design
CATALYST FOR
IMPROVEMENT
… influences
strategy and
design
@a2tee
EXPERIENCE
MAPS...
… encourage
collaboration
“Work with stakeholders
until they know the story
so well they are
constantly telling and
retelling it themselves”
- Dane Howard
@a2tee
@a2tee
THANK YOU!
ANNA TUTAK
@a2tee
RESOURCES USED IN THIS PRESENTATION:
http://adaptivepath.org/ideas/the-anatomy-of-an-experience-map/
https://userresearch.blog.gov.uk/
https://thenounproject.com/ - for most of the icons
https://www.smashingmagazine.com/2015/01/all-about-customer-journey-mapping/

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Anna Tutak - Marks the Spot: Creating Experience Maps