Experience mapping masterclass
Become an expert in the most useful tool
in tech!
Dr Andrew Muir Wood
@muirwd
Map your customer’s journeys
Have fun!
Hi again!
My name is Andrew and I help companies understand their customers so that they can work out what to do next.
Dr Andrew Muir Wood
@muirwd
@muirwd
What is an
Experience Map?
@muirwd
A visualisation of a sequence of actions, tasks or feelings over time.
An experience map is...
@muirwd
An experience map of this talk
Wondering what an experience map is
Learning what makes them so awesome!
Finding out how to
build one
Discovering how to use
them for my product
@muirwd
Like a storyboard for your customer
@muirwd
The story isn’t always happy!
@muirwd
An experience map of this talk
Wondering what an experience map is
Learning what makes them so awesome!
Finding out how to
build one
Discovering how to use
them for my product
Predicted audience mood
:D
:|
:(
@muirwd
Why are they so awesome?!
@muirwd
Experience Maps help to
Break complex activities into smaller pieces
Add context to customer tasks
Identify opportunities or blockages to overcome
Spot gaps in your understanding
Explore customer problems with team members/investors
@muirwd
Let’s build one!
@muirwd
1. Pick a task/activity to map
Think about...
– Current behaviour by real people, rather than future/hypothetical “how would you do this?”
– Breadth: e.g. ”buying shoes” vs. “buying shoes online” vs. “buying Crocs on Amazon”
Ordering dinner after work
Buying a book online
Getting a taxi to the airport
@muirwd
2. Identify ALL the steps
Think about...
– This is much easier when you ask/observe a real customer!
– What are the main triggers of the activity – start before it happens
– Too many steps is better than not enough – capture everything
Finishing my job for the day
Feeling hungry, but not sure what for?
Asking friends what they’re eating
Finding restaurants that deliver
Browsing food types that are available
Choosing preferred food items from menu
@muirwd
@muirwd
3. Create groups of steps
Think about...
– Sometimes different journeys have the same high-level phases
– Other times you will need to map different journeys for different people/moments
High level
phase
Step 1
Step 2
Step 3
Themes that connect multiple steps
Steps that need to happen to before next phase can start
Steps that happen on certain occasions
Other
step
Other
step
Other
step
@muirwd
It should look something like this...
@muirwd
@muirwd
4. Add pain points
Think about...
– How painful is each painpoint? Some more than others?
– Does this affect multiple steps in the journey?
– Does this problem block the entire journey?
Can’t agree on what to eat
Can’t find food I like
Don’t have time to cook
@muirwd
5. Add meaningful layers
Think about...
– Why is this information important?
– Don’t add too much complexity
Touchpoints
People
Places
@muirwd
Example: Recording and Uploading Digital Video
@muirwd
Congratulations!
@muirwd
But what do I do with it?
@muirwd
Identify assumptions or gaps
Think about...
– How to label steps/pain points that are based on guesses or assumptions?
– How important is certainty for this project?
– How well do you know your customers?
???
@muirwd
Add data
Think about...
– Can parts of the journey be quantified?
– What data do you have available?
– What other data would be useful?
Choosing from menu
Leafing
Long
list
Short
list
15
plates
4 menu pages
8 mins
2 mins
3 mins
3 mins
@muirwd
Add opportunities
Think about…
– Stating the problem before jumping to ”solution-mode“
– Comparing the size of one opportunity with others
– This is fun to do with your team
How might we...
Predict what people want for dinner
Help people agree on what to eat
Make food menus easier to navigate
@muirwd
Rethink the journey
Think about…
– What are the inputs and outputs of the whole journey?
– Can you remove or replace entire phases from the journey?
– Which pain points can be removed or reduced?
@muirwd
Now share, discuss and iterate
@muirwd
Thanks! Any questions?
Feel free to stay in touch on Twitter:
@muirwd
@muirwd