This document discusses user experience journey mapping. It explains that journey maps should emulate users' real-life behaviors and consider real-world scenarios and encounters. The framework has six components: customer thoughts, journey phases, steps, impact metrics, expectations, and pain points. Journey phases include awareness, transactional, adoption, and day-in-the-life. Steps break down each phase. Touchpoints are specific brand interactions like websites and apps. The document provides an example journey map for buying a TV and discusses mapping decisions.

1. Aditya Kulkarni
Designing
Experience
Journeys
An Introduction

2. Why User/ Customer Experience Journeys?
The Journey Mapping Framework
Key Decisions and How to’s?
Our Journey Today…

3. 1) Based on key Assumptions that there is no alternative
to the Product/ Service being used
2) There are no distractions to usage
3) User is on-boarded successfully in a single attempt
Realistic
1) Experience Journeys should emulate user’s/ customer’s
real-life behavioral patterns
2) They should consider the scenarios, Encounters in the
real-life of the user/ customer
3) Frame-work should Learn, adapt & evolve based on
real-world validation and domain best-practices
Realistic
Conventional Task Flows/ User Flows
Experience Journeys
Understanding Experience Journeys

4. Six Components of Human Beings

5. Customer Thoughts/ Emotional Response
Journey Phases
Journey Steps
Estimated Impact (KPIs)
Customer Expectations
Root Cause of Pain
Experience Opportunities
Persona
Scenario
The Journey Mapping Framework
Channels & Touch-points

6. Customer Thoughts/ Emotional Response
Journey Phases
Journey Steps
Estimated Impact (KPIs)
Customer Expectations
Root Cause of Pain
Experience Opportunities
Persona
Scenario
The Journey Mapping Framework
Channels & Touch-points

7. Awareness
Transactional
Journey Phases

8. Product Push
(First time Use)
Back to default
Lured
to come
back
Adoption
Journey
Phases
Create a ‘Hook’
Back to default
(With Interest
Generated)
Fresh
Stimulus
to Pull
back
Pull back for
the ‘Hook’
Create a habit
based on the
‘Hook’
Replace
to be the
new Default

9. Planning
Organizing Studying
Information
Gathering
Evaluation
Validation
Decision
Making
Day-in-the
Life of
Journey
Phases

10. Customer Thoughts/ Emotional Response
Journey Phases
Journey Steps
Estimated Impact (KPIs)
Customer Expectations
Root Cause of Pain
Experience Opportunities
Persona
Scenario
The Journey Mapping Framework
Channels & Touch-points

11. Discovery phase
Step 1
(Identify
Initial Consideration
set of brands)
Step 2
(Identify available
Touch-points to
research upon)
Step 3
(Identify available
Touch-points to
research upon)
Step 4
(Research
Offerings/ Value
Props of Brand 1)
Step 5
(Research
Offerings/
Value Props of
competing Brand 2
Transaction phase
Step 1
(Identify
Value to Receive)
Step 2
(Modify the Value to
suit personal need)
Step 3
(Aggregate Value
all-together)
Step 4
(Receive Value)
Step-wise
break-down of
each Journey
Phase

12. Customer Thoughts/ Emotional Response
Journey Phases
Journey Steps
Estimated Impact (KPIs)
Customer Expectations
Root Cause of Pain
Experience Opportunities
Persona
Scenario
The Journey Mapping Framework
Channels & Touch-points

13. Touch-pointsChannels Specific Interaction point between the brand and the client
Medium of Interaction
Website
Smartphone
App
Wearable App
Print Media Advert
Social Media Channels Email Channel Brick&Mortar

14. Customer Thoughts/ Emotional Response
Journey Phases
Journey Steps
Estimated Impact (KPIs)
Customer Expectations
Root Cause of Pain
Experience Opportunities
Persona
Scenario
The Journey Mapping Framework
Channels & Touch-points

15. Example - “Buying a TV”
Emotion Graph
Empathy Map

17. Customer Thoughts/ Emotional Response
Journey Phases
Journey Steps
Estimated Impact (KPIs)
Customer Expectations
Root Cause of Pain
Experience Opportunities
Persona
Scenario
The Journey Mapping Framework
Channels & Touch-points

18. Frustrations
Emotional
Discomfort
Un-met
Needs
Irritation
Hassle
Pains = Friction Points
in the Journey

19. Customer Thoughts/ Emotional Response
Journey Phases
Journey Steps
Estimated Impact (KPIs)
Customer Expectations
Root Cause of Pain
Experience Opportunities
Persona
Scenario
The Journey Mapping Framework
Channels & Touch-points

20. Explicit Expectations Implicit Expectations
Static-performance
Expectation
Dynamic-performance
Expectation
Inter-personal
Expectations

21. Explicit Expectations

22. Implicit Expectations

23. Customer Thoughts/ Emotional Response
Journey Phases
Journey Steps
Estimated Impact (KPIs)
Customer Expectations
Root Cause of Pain
Experience Opportunities
Persona
Scenario
The Journey Mapping Framework
Channels & Touch-points

24. Peak-end Rule
PIG (Pain-is-good) Strategy

26. Customer Thoughts/ Emotional Response
Journey Phases
Journey Steps
Estimated Impact (UX KPIs)
Customer Expectations
Root Cause of Pain
Experience Opportunities
Persona
Scenario
The Journey Mapping Framework
Channels & Touch-points

27. Quantitative UX KPIs
Interaction flow success rate
Time to complete a sub-journey
Use of Search vs. Navigation
User error rate
Qualitative UX KPIs
Reported expectations
and performance
Overall satisfaction

28. What kind of journey do you want to map?
Current (as-is) vs. Future (to-be)
Hypothesis vs. Research
Low-fidelity vs. High-fidelity
Before beginning any mapping effort 3 decisions must be made

29. What we have worked upon so far…
Current (as-is) + Future (to-be)
Hypothesis
Low-fidelity

30. 5 Key phases to Map Experience Journeys

31. Thank you
Thank You!