Introduction to Experience Mapping
A user experience map is a way to visualize a detailed user experience that the average user will have to go through to achieve a goal. Experience mapping is one of many methodologies user experience designers use to help them build empathy and understanding with their users to improve a product's user experience.
User Journey Map could be a powerful technique for understanding what motivates customers, their needs, hesitations, and considerations. Whereas most organizations do moderately well at aggregating information concerning their customers, data alone fails to speak of customer frustrations and experiences.
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Mapping a user experience uses storytelling and imagery as an example to connect a client with a business for a long time. The story is told from the customer's perspective, providing insight into the overall customer experience. Facilitate your team to perceive and reply to customers' wants and pain points once they experience your product or service.
In other words, customer journey mapping provides your business an opportunity to ascertain whether your complete 1st engages a potential client and so moves through the touchpoints of the complete sales process.
Why Experience Mapping?
A User Experience map is a methodology in which visualization of the entire end-to-end journey is designed. So that user can go through the process, or we can say that the user achieves a goal after following a particular order or flow. It is a product- or service-based model used to understand basic human behavior on a large scale.
- Provides a better view to the Client.
- With the help of Experience Mapping and Discussion with the Client, it helps us to reduce costs.
- It makes the process easy so we can have specific facts that can be discussed with stakeholders of the project.
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What are the UX Mapping Methods?
Various mapping techniques are commonly used in UX design; These visual techniques are tools for building a shared understanding of goals and desired outcomes between design and development teams working on a specific project. It's important to realize that UX designers use four main types of mapping, each with different processes and goals. However, all methods share a common goal within an organization: to visualize and better understand the user experience troubleshoot problems, and identify and resolve issues through the designs of a product team.
In this blog, we focus on Map Info, and we can understand three other maps with map information.
- Empathy maps help team members understand user thinking; These cards focus on and represent what users say, think, do, or hear. It helps us as UX designers to define our knowledge of a particular user type to create a shared understanding of our design decisions.
- The Customer Journey Map, on the other hand, advances and focuses on user information surrounding a particular product or service as the user reaches a specific goal. It is used so that the Designer can ensure that we are not missing any point of user interaction after the discussion with the project team and stakeholders.
- A service design map helps show you where everything is–all the parts of the service–giving you the context of how it's all intended to work together, starting from a user or customer perspective.
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How to create a User Experience map?
An experience map is a great way to identify and address your clients' painful areas. Before we start, let's discuss the basic understanding of the User Experience Map.
Immersion Map:
Create a Persona
The first step in making a perfect persona is to recognize who your customers are. This will help your enterprise recognize your actual users and .what they need from your enterprise throughout all touchpoints.
For example, if we are targeting the company's CEO interested in dynamic changes with the help of new technologies in product development.
Define Your Customer Stages
This step facilitates visualizing the technique out of your person’s attention segment, all of the manners to truly shop for your product or services. It facilitates how, when, and in which your consumer discovers your product, in which they study your product or services, pick you over competitors, make purchases from you, and hold a terrific courting with you.
Define Customer Interaction
Next, outline your consumer interaction (from beginning to finish) with the help of describing the touchpoints your consumer uses to interact with your organization.
Examples: signing up for a newsletter, growing an account, journeying to a website, viewing scores and reviews, contacting support, and shopping for a product. For example, here we are showing the user journey through the experience map of a customer on a shopping platform.
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Conduct Research
Now, after the above steps, we will conduct research so that we can able to know our target audience and can answer some questions. To find the user for your product, we have to target the exact audience with the help of the recruitment process, screening, social media, advertisements, and many more ways.
Once we have obtained the users, we will have to look forward to how to interact with them, so here is what we can do. We will invest some money in paid surveys to the target audience. Interaction level would be increased and will help us to find out the exact product which is required in the market.
For example, the Designer wants to ask some questions before proceeding and will do research that helps you determine the key points:
- What goal does your user want to achieve?
- How do they feel about the ongoing process? Does it meet their expectations?
- What touch areas and steps a user takes in each stage to achieve their goal?
- How do they find and engage with these much-needed contact points?
- What are their feelings, and how do they feel when they come in contact with each touch? Why?
- Are there differences between different categories of customers?
- How long does it take for them to navigate each stage to reach their goal?
Identify Points of Friction
After you recognize your persona, their goals, and the direction they may take to acquire their goal. How do they find and engage with these much-needed contact points?
What are their feelings, and how do they feel when they come in contact with each touch? Why?
Are there differences between different categories of customers?
How long does it take for them to navigate each stage to reach their goal?
Resolve Friction
Once you find out the friction, work on it and resolve them accordingly.
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What are theAadvantages and Disadvantages?
The advantages and disadvantages are listed below:
Advantages of Experience Mapping
- With the help of experience mapping, we can see the bigger picture of that particular industry and work more efficiently.
- With the help of visuals, it makes it very easy for designers to collaborate with the company's developers, stakeholders, and managers.
- The root cause of the problems and highlighting helps us focus on that side effect.
- Best way to demonstrate the survey done on ground level or R & D can be shown with the help of it.
- The engagement of customers can be increased.
Disadvantages of Experience Mapping
- Higher Investments
- Resource Allocation
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Conclusion
It is completely dependent on the Designer to decide which method or approach is suitable for the use case/project requirement. Experience Mapping is the easiest and best way to understand the user and its requirements. After all the surveys and estimation, we can design the best solution for the Client.
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