To create a beneficial user experience map, you need to follow a pattern of specific steps. It is equally significant to know what is in the consumers’ heads and to be able to direct them to your product and to accompany them to effective use.
- Uncover the details and tell the truth – Do you want to tell a story about the product, about the company? Do it, but say the right things. The object of the map is based on the quality of the insights. This first step is collecting the pieces of the big picture, go through all the touchpoints in your way to the clients, determine all the channels they use to get your product and through which they hear about your brand. When you puzzle all this information together, start with the obvious things. Check, if your company already has data that you can use for creating a user experience map. To impress others with your map’s story, you need authenticity.
Tip: Sketch, don’t just use notes. Visualize and draw the key points. Such as hearing, thinking, emotions, as well as taking action.
- Chart the course – Identify stakeholder groups and create sample focus groups within the organization. These people will draw the client’s path but also will have to empathize with consumers’ behaviour. Conduct a workshop to produce ideas. If you are the facilitator, consider creating a clear context, outlining goals, maintaining motivation and happiness in the group. The experience map is a visual record of the client’s journey. Your task and the team’s common goal is to apply customer data to infographics, including the key elements – doing, thinking, and feeling.
Tip: Group with different colours, so the ideas become more relevant. Create test stages in the inner group to have several patterns of possible reactions.
- Tell the story – Like any good story, this one must have a beginning, a middle part, and a closing. Invest human capital in creating a compelling story. To turn your map into an impressive story, you need to:
#have a point of view – What story do you want the person looking at the map to see? What story do you want them to tell other people?
#reach the audience – What details will help them most in understanding the story? What data is essential to make a good choice?
# make an influential design – What next steps do you want the story to lead to? What other kinds of people do you want to attract to use the map short- or long-term?
Tip: Consider all the moments most likely to happen and react. Choose the story you want to open. Visualize it with the help of a scale, colours, and sketching.
- Use the map – Let the journey begin now! The data in the map is a catalyst, not a conclusion. You already have a model to improve customer relations and streamline their movement towards your brand and product. Start distributing it in the proper corporate moments – during meetings, brainstorming sessions, in outlining future advertising and marketing strategies. Prepare a version that will come on the desks of key managers. Make it available to all participants in the process of communication with customers. Think about the whole ecosystem of people who can contribute to the improvement of the map.
Tip: Think of the map as a reference. Determine what the ideal customer journey looks like, what buyers would think in the perfect case.
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