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Enter the Experience-map Multiverse: Stop journey mapping and start universe mapping

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Experience-map
Multiverse
Lisa
Vissichelli
Stop journey mapping and start universe mapping
Enter the
#multiversemapping
En...

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Customer Universe
Triggers
Connections
Situation
Time available
Lisa Vissichelli
Copyright ©Lisa Vissichelli 2022

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Multiverse Map
An experiential map that explores
multiple instances that can trigger
change in a customer universe
Lisa Vi...

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Enter the Experience-map Multiverse: Stop journey mapping and start universe mapping

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"How linear is a customer experience? We often think of customer journeys as step-by-step processes, but in an evolving digital landscape, experiences are layered with unpredictable factors.

It's time to take your experience mapping to the next level. With universe building, you will have the framework to build lead generation across nuanced interactions and engage with new modes of technology such as voice and chatbots.

Breaking down data and complex research findings can be overwhelming, especially for non-designers. Let alone, transforming them into an enriched visual story. Understanding the foundations of visual storytelling is key to a strong interaction narrative so you can understand who your customer is and how to build for them.

This talk with give attendees a framework to break down findings, and map out a multi-faceted customer experience map of profiles, journeys and discovery work to get past tech talk and visualize the opportunity space."

"How linear is a customer experience? We often think of customer journeys as step-by-step processes, but in an evolving digital landscape, experiences are layered with unpredictable factors.

It's time to take your experience mapping to the next level. With universe building, you will have the framework to build lead generation across nuanced interactions and engage with new modes of technology such as voice and chatbots.

Breaking down data and complex research findings can be overwhelming, especially for non-designers. Let alone, transforming them into an enriched visual story. Understanding the foundations of visual storytelling is key to a strong interaction narrative so you can understand who your customer is and how to build for them.

This talk with give attendees a framework to break down findings, and map out a multi-faceted customer experience map of profiles, journeys and discovery work to get past tech talk and visualize the opportunity space."

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Enter the Experience-map Multiverse: Stop journey mapping and start universe mapping

  1. 1. Experience-map Multiverse Lisa Vissichelli Stop journey mapping and start universe mapping Enter the #multiversemapping Enter the Experience Map Multiverse Copyright ©Lisa Vissichelli 2022 All rights reserved. No repurposing of any kind is without permission in writing from the author. All illustrations, maps and artifacts created and owned by Lisa Vissichelli and may not be reproduced or shared without written consent. The rights to Marvel Superheroes who are owned by Marvel and their likenesses are referenced in an educational context Photography all is from istock and was purchased for educational context
  2. 2. Customer Universe Triggers Connections Situation Time available Lisa Vissichelli Copyright ©Lisa Vissichelli 2022
  3. 3. Multiverse Map An experiential map that explores multiple instances that can trigger change in a customer universe Lisa Vissichelli Copyright ©Lisa Vissichelli 2022
  4. 4. What if? Place WOM Finance Time Health Love Urgency Inclusion Education Career Lisa Vissichelli Copyright ©Lisa Vissichelli 2022
  5. 5. 2 Experience Alignment Systems Flows Comparisons Triggers Lisa Vissichelli Copyright ©Lisa Vissichelli 2022
  6. 6. Location Inclusivity Triggers WOM What if? Lisa Vissichelli Copyright ©Lisa Vissichelli 2022
  7. 7. What if word of mouth was explored? Lisa Vissichelli Copyright ©Lisa Vissichelli 2022
  8. 8. Familial Influence Lisa Vissichelli Copyright ©Lisa Vissichelli 2022
  9. 9. Drama picks up Wind Down Active Passive Active Passive Steady Following Passive Active Flow Start Passive Watching Drama picks up Wind Down End Attention on Show Virtual Experience Signs off work Checks emails Online Shopping Scroll Scrolling social media Group chat with friends on spoilers Attracted to an ad while scrolling Chats friends about show’s climax Looks up actress on IMDB Friendly banter on chat Look up another show to watch Chat fizzles out In person Experience Settles in for scheduled content Break for snacks Passively doing chores Higher engaged watching Pauses show if interrupted Move on to another activity or goes to bed End of Show Mid Show Beginning Show Socializing while Streaming Journey Map Active Passive Lisa Vissichelli Copyright ©Lisa Vissichelli 2022
  10. 10. What if the location changed? Lisa Vissichelli Copyright ©Lisa Vissichelli 2022
  11. 11. Passive Active Social Activity by Interaction Type Lisa Vissichelli Copyright ©Lisa Vissichelli 2022
  12. 12. Lisa Vissichelli Engagement by Genre Copyright ©Lisa Vissichelli 2022 Lisa Vissichelli
  13. 13. What if they were triggered? Lisa Vissichelli Copyright ©Lisa Vissichelli 2022
  14. 14. Time of Day Weekend More time to process information Able to absorb more content Deep Diving into Research Socialize content with friends Morning Watching the News Frustrated and no coffee Unprepared for bad news Already stressed Evening Laid back and relaxed Quality time with others Wind down before bed Catching up on Current Events Lisa Vissichelli Copyright ©Lisa Vissichelli 2022
  15. 15. Proceed to Article First Paragraph Headline Trigger Triggers Too much to read, not enough context given Receive news Receive news that directly affects daily life Too long, didn’t read Global information Find statistics Continue reading Consider value Read Introduction Section Want to stay up to date Political implications Conditions Who is the article from Abandon article Anxious about implications What is the summary? Content is too negative What are the implications? Who is the subject? Emotional impact? Too disturbing Shocked and concerned Distrust source Can’t connect to content Lisa Vissichelli Copyright ©Lisa Vissichelli 2022
  16. 16. What if they had a disability? Lisa Vissichelli Copyright ©Lisa Vissichelli 2022
  17. 17. Navigating Search Location GPS Settings Accessible GPS 10am 10:15am 10:30am 10:45am 11:00am 11:15am Opens Talkback Setting Uses cane to navigate to station with audio directions Walking Directions to MTA Takes the stairs holding rail Alerted via alert when train arrives Arrives on time Subway Directions Opens Motion Sensor Walking Directions Subway Directions Haptic feedback on where to turn/go straight Walks to local station Takes train Arrives 15 min late Misses station with no haptic alert Arrives on Time Alerted when near building Gets on/ off train for missed stop 11:30am Searches for MTA accessible Path available to train No Elevator or ramp Changes app to search for accessible cab Waits for available driver… Wheels over to nearby station Reroutes train with wheelchair ramp or elevator Wheels to further station Arrives on time Arrives 30 min late Takes train Auditory Visual Physical Copyright ©Lisa Vissichelli 2022
  18. 18. Navigation by Viewfinders Auditory Visual Physical Lisa Vissichelli Copyright ©Lisa Vissichelli 2022
  19. 19. Multiverses Lisa Vissichelli Lisa Vissichelli Copyright ©Lisa Vissichelli 2022
  20. 20. Triggers Connections Situation Time available Customer Universe Lisa Vissichelli Copyright ©Lisa Vissichelli 2022
  21. 21. 2 Experience Alignment Systems Unit Connections Categories Levels Flows Rhythms Ranges Time-lapse Movement Comparisons Contrasts Plotting Scale Ranking Triggers Motivators Senses Environments Lisa Vissichelli Copyright ©Lisa Vissichelli 2022
  22. 22. 2 Assess and Weigh Systems Categories Environments Motivators Ranking 1 2 3 4 Ranges Time lapse Lisa Vissichelli Copyright ©Lisa Vissichelli 2022
  23. 23. 2 Walk Through Value of Levels Break down of Categories Category 1 Lisa Vissichelli Lisa Vissichelli Copyright ©Lisa Vissichelli 2022
  24. 24. Lisa Vissichelli Lisavissichelli.com lisavissdesigns@gmail.com Incite-Global.com Copyright ©Lisa Vissichelli 2022

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