What is user experience mapping?
Experience map is a strategic design tool to visually illustrate customer’s needs, goals and expectations when they interacted with products or service. It helps designers to build knowledge and consensus through stakeholders, and to create and support better customer experience. In short, experience mapping is a journey that can involve and impact designer’s entire organization.
The four steps to making sense of cross-channel customer journey:
1.Cover the truth:
It is essential to invest time and money in the research and discovery precess for ensure experience map captures the customer’s story. Never rely on one data source, you need to know it’s an authentic story built from strong insights based on real data. The data will be complexity and unorganized. The research and discovery is all about assembling all the parts that let you build a strong foundation for your experience map.
You need to building blocks of experience mapping from three aspects of dong, thing and feeling. These keys can help you start with complex information which you collected. You also need to understand the full context of customer experience and consider Place, Time, Device, and Relationships.
2.Chart the course:
This is not a solo adventure, it is a collaborative activity. It is important to work with team members. Everyone could find different insights from the customer experience.An experience map, at its core, is a visual narrative of the customer journey. Your goal is to bring this data to life through a visually engaging infographic that is easy to comprehend.
3.Tell the story:
Your map should make a strong statement immediately. So you need think through the work you’ve done and the work you want to inspire.To tell a great story, you’ll need to focus, communicate hierarchy, sketch fearlessly, and try to keep it simple. When it all comes together, it’s time for the final payoff: using your experience map.
4.Use your map:
Using the map as a reference, define the ideal customer journey through mapping out what customers would ideally do, think, and feel as they interact with touchpoints on the way to satisfying their needs. This method encourages cross- functional collaboration to define cross-channel experience principles.
Examples of user experience map:
This is an experience mapping practice on Monday class. We went to cafe collecting, observing and interviewing from three aspects: doing, thinking and feeling. I learned how the experienced started and what should to collect and think before the experience mapping.
http://adaptivepath.org/ideas/the-anatomy-of-an-experience-map/ [Accessed18 October 2015]
http://www.ux-lady.com/experience-maps-user-journey-and-more-exp-map-layout/ [Accessed18 October 2015]