UX Portfolio-Experience mapping is a strategic process of capturing and communicating complex customer interactions. The activity of mapping builds knowledge and consensus across organization, and the map helps build seamless customer experiences.

1. Expérience Mapping- UX Case Study
Tinton Abraham

2. I was assigned to lead an Experience Mapping exercise. I conducted research
and mapped the customer journey with my team colleagues.
The idea was to introduce Experience Mapping to the team and to project it as
one of our competency in getting a new project.
After the exercise, I was supposed to create a deck and conduct a presentation
to the team and senior management to give an overview about Experience
mapping.
My Role

3. Experience Map
Experience Mapping
Process of creating a visual map of the steps,
stages, touchpoints, and experiences a customer
goes through while interacting with a product or
service.
Introduction to Experience Mapping
Experience Map
A generalized representation
of the experience showing
multiple touchpoints

4. Touch-points and Channels
Introduction to Experience Mapping
Channel: A medium of interaction with customers. Channels define the opportunity or the constraint around the
touchpoint. Customers don't think about switching channels. They care about getting something done.
Touchpoint: A point of interaction involving a specific human need in a specific time and place. Touchpoints are enabled by
channels.
Customer cares about achieving their goal - Touchpoint
Organizations want to understand the context in which this touchpoint occurs - time, place, emotions so we can design
to support the goal.
How does the Organization support this?

5. Benefits of Experience Maps
• Frequency and duration of each touch point
• Levels of satisfaction with each touch point
• Points of failure or bad experiences
• Opportunities to innovate during the experience
The gaps between the desired customer experience and the one actually received – the “moments of truth” –
indicate where the actions need to be focused.
Introduction to Experience Mapping

6. Process – Experience Mapping
Introduction to Experience Mapping

7. Process of creating Pilot CJM
Introduction to Experience Mapping
Phase 1. Get Started 2. Conduct User Research 3. Map Customer Experiences 4. Create Journey Map
Pre-phase
activities
Conduct secondary
research to know about
the existing domain, user
segments, their journey
model, and competitors
• Identify user research objectives
• Create questionnaires
• Recruit users
Audience Stakeholders and
Experience Design Team
Experience Design Team and
Users
Stakeholders and Experience Design
Team
Experience Design Team
Activity Organize workshop with
relevant stakeholders
face-to-face to know
about goals, outcomes,
and milestones of the
project
Conduct face-to-face interviews. Brainstorm with stakeholders face-to-
face to synthesize key insights from
the user research study
Visualize the key insights and
user interactions across
touchpoints to create a
customer journey map
Outcome Create a touchpoint
inventory document
comprising of existing
customers' and their
various interactions and
touchpoints with product
or service
Identify key range of interactions
and experiences that users have
across channels and touchpoints
Identify key insights • Identify and prioritize
issues and opportunities
• Create stories of future
experiences
• Define the ideal customer
journey experiences across
cross-channels

8. Project Plan - CJM
Objective
– Learn about the current online shopping behaviour
– Identify pain points related to payment during online shopping
Stakeholders
Senior Leadership of Experience Design team
Team
User Researcher, Interaction Designers, and Visual Designers
Duration of Project
2 weeks
Four stages followed to create a customer journey map
1. Discussion about project goals and roadmap
2. Conduct user research
3. Brainstorm and map collate user findings
4. Create Customer Journey Map
Outcome
Customer Journey Map in PowerPoint
Introduction to Experience Mapping

9. Brainstorming and Problem Statement
Definition
Role Activity
Facilitator Moderated the brainstorming session
Stakeholders Brainstormed few topics for possible opportunities and the existing constraints
Introduction to Experience Mapping

10. Conduct User Research
Introduction to Experience Mapping
Role Activity
User Researcher 1. Created the questionnaire to:
- Learn about the current online shopping behaviors including their current user flow of shopping
- Emotional experiences including influences and concerns
- Current task flow of their online shopping
2. Recruited and conducted 5 users. Screening criteria for users was familiarity with online shopping and a regular online shopper.
3. Analyzed the preliminary findings after each user study.
Note taker Made notes during user interviews.

11. Collaborative Data Analysis
Role Activity
User Researcher as Facilitator Shared the detailed findings from the user research interviews.
Stakeholders Brainstormed to find relationships among the user data and built a draft map.
Presentation title

12. Persona and Scenario
Role Activity
User Researcher and User
Experience Designers
1. Created a primary persona from the synthesis of online behaviour patterns including their motivations and goals from user
research.
2. Created a primary persona-based scenario, which is a concise narrative description of a persona shopping online, as it focuses on
how a persona would think and behave. The customer journey map is modelled on the persona's online behaviour.
Introduction to Experience Mapping

13. Mapping Experiences
Role Activity
User Experience Designers and
Visual Designers
Identify the key components of the map and visualize a compelling journey map telling the current behaviour
of users and the future strategic directions.
Introduction to Experience Mapping

14. Online Shopping: Customer Journey Map

15. Introduction to Experience Mapping
• Free PDF - http://mappingexperiences.com/
• Video - Customer Journey Mapping - Chris Risdon & Todd Wilkens
• http://adaptivepath.org/ideas/the-anatomy-of-an-experience-map/
References

16. Thank You!