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How Well Do You Know
Your User?
An Introduction to the User Map
Laura Klein
http://www.usersknow.com
laura@usersknow.com
@lauraklein
Illustrations by Kate Rutter
from Build Better Products
Who are you?
Do you have users?
Moms!
There’s a reason for this…
Good News
Bad News
Personas
Empathy Maps
Jobs to be Done
Journey Maps
Moms!
But, you know, not just moms…
The Past The Future
????????????
It’s not the fault of the tools!
Or is it?
Channels & Influencers:
Goals & Purchase Intent:
User + Product Fit:
Context of Use:
Future Use:
Channels & Influencers:
Goals & Purchase Intent:
User + Product Fit:
Context of Use:
Future Use:
How will you attract potential users?
How do you know someone will be a user?
How do you know your product fills a need?
How will your user interact with your product?
How will your user grow and change?
Channels & Influencers
“Where does your user learn about products like
this?”
“What sorts of messages do they respond to?”
“Who are their influencers or approvers for
selecting and buying products like this?”
Understanding the decision making &
buying process can help with
messaging, positioning, and even
user research!
Goals & Purchase Intent
What need are they trying to meet?
What do they currently do to meet this need?
How much time do they spend meeting this need?
How much money have they spent meeting this need?
Are they currently looking for a solution to meet this need?
Do they have any special requirements or needs for adopting
this product?
Understanding user intent can help you
know how much convincing and
onboarding will be required in early
user interactions.
Understanding user intent can help you
know how much convincing and
onboarding will be required in early
user interactions.
Determining User + Product Fit
What behaviors/needs/goals predict usage?
How does this product meet the need?
How does this product make the user better?
Understanding needs will help you predict
which features are most important for
specific users.
Understanding needs will help you predict
which features are most important for
specific users.
Context Of Use
With whom will they use the product?
Virtually/in-person/combo?
Where will they use the product?
When and how often will they use the
product?
Understanding how people use your
product helps you determine the
platform and design requirements. It
can also help you protect your user by
keeping their information safe.
Future Use
Why will they keep using it over the course of
the next few years?
How will their usage change over the next
few months? The next few years?
What will be different about the user in the
next few months? The next few years?
Understanding future usage helps you
improve user retention by giving users an
incentive to continue using your product
after the first few weeks.
Understanding future usage helps you
improve user retention by giving users an
incentive to continue using your product
after the first few weeks.
Moms???
Moms! 

(who are also digital
marketers)
How many of you know all the answers?
How do you know you’re right?
The Future!
Build Better Products
Coming in October 2016
from Rosenfeld Media
Questions?
laura@usersknow.com
http://www.usersknow.com
@lauraklein

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How Well Do You Know Your User?