This is a continuation from the article ‘Digging deeper to understand your users‘, I urge to read this to gain a better understanding on the UX process and concepts within this post.
Understanding your users
Please note; for client confidentially sensitive parts of all imagery has been pixellated. All work is copyrighted © russellwebbdesign 2018
Following the article linked above to users and proto-personas, you should now really begin to understand the who, what and why of your users. That understanding should lead to some common themes that have organically risen to the service . Those themes can be classified as needs, problems or goals, and using your service design skills you should be able to take those then into what is call experience mapping
“Experience mapping is a strategic process of communicating complex customer interactions. This activity builds knowledge and consensus across your organisation, and the map helps build seamless customer experiences.”
Courtesy of ‘Mapping’ a persona lifecycle
Applying mapping techniques to our personas
Pivoting the traditional application of an experience map with this financial services client the needs, problems or goals were categorised first across a customer lifecycle. and then to one typical task.
The combined heat map
To discover the most important to the less important needs, problems or goalswe combined the results of our four persona groups into one experience map.
Priority touch points
This highlighted 5 or 6 of the most important needs, problems and goals which not only provided valuable insight but led into a more specific grouping exercise – how our audience behaved within each section of the customer lifecycle.
User needs by lifecycle
By further analysing the results we were also able to understand what the most important needs, problems or goals our users experienced at each stage of the lifecycle. Here I have only shown on one persona group but animated through the whole process.
Next steps
Next task is to map those priority touch-points through to actual content. But for that, see how we managed stakeholder expectations and optimised our resources to roll-out a Content Audit and Inventory in record time.
Please note; for client confidentially sensitive parts of all imagery has been pixellated. All work is copyrighted © russellwebbdesign 2018
Pique’d your interest?
This is but part of a selection of design information russellwebbdesign generated for the creative community out there. Please contact me further to discuss how your brand can benefit from the new channel: info@russellwebbdesign.co.uk
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One response to “Using Experience Maps to plot your Customer Journeys”
[…] through. Everyone must understand the purpose and the outcomes of your activities. For instance customer journey mapping; recognised as one of the more challenging workshop activities especially amongst debutante […]