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User experience maps
1. Summary
● User experience maps tell a visual story.
● Used to tell what’s currently going on with a
product and what it may lead to in the future.
2. Summary
● User experience maps use research like
observational studies, retrospective
interviews, ethnographic research, etc.
● Foundation of a user experience map starts
with knowing target users.
3. Summary
● Target audience information includes their
goals, usage, wants, and needs.
● Engagement scenarios are used to create a
map of product success.
4. Summary
● Engagement scenarios include:
○ Issues that impact use
○ Engagement with other devices
○ Fluctuations in user satisfaction
○ Things that the user would want but
wouldn’t know to ask for
5. Summary
● User flows are used to illustrate a sequence of
events.
● An example of this is the flow from discovery,
to searching, to purchase, to first time use, to
ongoing use.
6. Summary
● Things that may influence use of the product,
and therefore are included on experience
maps, include:
○ User goals
○ User expectations
○ User understanding of the product
○ Issues with the product
○ Physical environmental influencers
7. Summary
● Attributes of the user’s journey are
represented in a table.
● This makes connections easily visible.
8. Summary
● After the table is finalized and detailed, it is
visually organized in a simple way by
designers.
● The final result reveals how users interact
with and react to a product in a way that is
easy to understand.
9. Additional References
The Anatomy of an Experience Map
http://www.adaptivepath.org/ideas/the-anatomy-of-an-experience-map/
“A model on steroids. It’s an artifact that serves to illuminate
the complete experience a person may have with a product or
service.”
10. Additional References
How to Build an Experience Map
https://medium.com/@wnialloconnor/how-to-build-an-experience-map-5e55b7
ee4f32
There are many types of research you can use to help build the map.
Some of these include:
● Ethnographic research
● In-depth interviews
● Guerilla research
13. Additional References
A Brief Guide to User Experience Maps in all
Their Various Forms
http://whatusersdo.com/blog/brief-guide-to-ux-maps/
“This is similar to a customer journey map, in that it tells the story of
your customer, but this map will reveal the entire experience between
a customer and your brand throughout their sum total of
interactions.”
