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An introduction to experience maps

The document introduces experience maps, which are visual representations of customer processes, needs, and perceptions in relation to a company. It discusses the importance of storytelling in understanding customer journeys, using a persona named Helen to illustrate different stages of her experience. The document advises on best practices for creating effective experience maps, emphasizing the need for factual context, stakeholder involvement, and a focus on opportunities rather than just pain points.

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