Mapping the User Experience w Chris Risdon

1 What’s Experience Mapping?

  • A customer journey map shows a specific journey through time
  • An experience map shows a generalized representation of the experience, can have multiple touchpoints, add more context to the journey etc
  • It tells a story w depth and richness around the human experience
  • Shows what every touchpoint feels like to experience
  • Outside in vs inside out approach–broader and experiential
  • A service blueprint are the inside out approach–it shows specifcally how a service works
  • Channels are mediums of interaction w users
  • Touchpoints are points of interaction involving a specific human need in a specific time and place

The process

  • Discovery
  • Research
  • Mapping journey
  • Communicating journey
  • Identifying takeaways: what have we learned in mapping the journey and what should clients do as a result

2 How to Develop Context for Mapping

  • Experiences are complex: feeling (motivations), thinking (mental models), doing (behaviors) in specific times, places (context)
  • Listen for: what triggered the journey; what are their expectations; what actions did they take; how did they feel at different points in time; what touchpoints did they interact with; what other events were involved; what artifacts were involved; and what locations did actions take place in

3 Creating the Map

  • Key components are lens (set up and framework), journey and takeaways (strategic insights, recommendations, design principles)–and cite sources for credibility!)
  • ¬†Models the journey across time and place
  • Built by qualitative and quantitative data
  • Captures feeling, thinking, doing
  • Strives to visually represent for fast comprehension
  • Maps can have multiple building blocks–stages, channels, touchpoints, places, times, events etc

4 Mapping the Activity

  • Start with color-coded post-its on the wall
  • Stage–touchpoint–channel–doing, feeling thinking

5 Storytelling and Narrative

  • Pick a fidelity level
  • Chose a facet from the map as focal point

6 Use Your Results as a Catalyst

  • Create takeaways list and timeline if possible
  • Surface and prioritize initiatives
  • Create design principles
  • Describe, characterize and measure touchpoints. Are they appropriate, relevant, meaningful, endearing and connected?
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