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Crafting an unforgettable investment experience within the intricate world of investor behaviour unveiled a tapestry of needs and motivations that shape financial decisions. Using Experience Mapping these insights into the customer lifecycle were uncovered and common threads exposed.

Using Experience Maps to plot your Customer Journeys

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by

RussellW3bbDesign
in , , , , ,

TLDR: Understanding your users through persona building and experience mapping helps uncover critical user needs across the customer lifecycle.

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 2024

Following the link above to understand the who, what and why, leading to common themes that have risen to the surface. Those themes can be classified as needs, problems or goals, and using Service Design , a designer can feed all the data into a Experience Map

“Experience mapping is a strategic process of communicating complex customer interactions. This activity builds knowledge across your organisation, and helps build seamless customer experiences.”

Courtesy of ‘Mapping’ a persona lifecycle

Applying mapping techniques to our personas

Investor Types #1: Details of my fund

Persona heat maps are a visualization tool used in UX design to understand how users interact with a product or service based on their defined personas.
Persona heat maps are a visualisation tool used in UX design to understand how users interact with a product or service based on their defined personas.

Pivoting the traditional application of an experience map, with this financial services client, the needs, problems or goals were categorised;

  1. First across a customer lifecycle
  2. Then to one typical task 

This process was them mapped across different Investor Types;

“Guide me and make me feel in control when investing”

Proto Persona Investor Type

Investor Types #3: Guide me

Investor type #3 persona given task “Guide me and make me feel in control when investing”
Investor type #3 persona given task “Guide me and make me feel in control when investing”

The combined heat map

To discover the most important to the less important needs, problems or goals we combined the results of our four persona groups into one experience map.

Combined heat map highlighting the priority needs, problems and goals of all our user types.
Combined heat map highlighting the priority needs, problems and goals of all our user types.
UX personas are fictional characters that represent the key user groups of a product or service. They are created based on research data and are used to help designers make informed decisions about the user experience. Personas are typically based on demographic information, but they can also include information about goals, motivations, behaviors, and pain points.
UX personas are fictional characters that represent the key user groups of a product or service. They are created based on research data and are used to help designers make informed decisions about the user experience. Personas are typically based on demographic information, but they can also include information about goals, motivations, behaviors, and pain points.
UX personas are fictional characters that represent the key user groups of a product or service. They are created based on research data and are used to help designers make informed decisions about the user experience. Personas are typically based on demographic information, but they can also include information about goals, motivations, behaviors, and pain points.
UX personas are fictional characters that represent the key user groups of a product or service. They are created based on research data and are used to help designers make informed decisions about the user experience. Personas are typically based on demographic information, but they can also include information about goals, motivations, behaviors, and pain points.
UX personas are fictional characters that represent the key user groups of a product or service. They are created based on research data and are used to help designers make informed decisions about the user experience. Personas are typically based on demographic information, but they can also include information about goals, motivations, behaviors, and pain points.

Priority touch points

This highlighted 5 or 6 of the most important needs, problems and goals. This provided valuable insight and 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 the team were able to understand what the most important needs, problems or goals our users experienced at each stage of the lifecycle.

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 2024

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One response to “Using Experience Maps to plot your Customer Journeys”

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