This is due to a lack of focus on the user as they make their products in an internally-focused, disconnected way. They don't realize that every experience a user has with their product impacts their experience satisfaction, brand loyalty, and bottom line. If you use a Customer Journey Map, you can paint a good picture of how users' emotions change when they experience a product and use it to optimize the product.
The output of the process of describing the interactions between users and a company's products from the user's point of view in the form of a narrative story, and presenting it in a visual graphic, is a UX map.
UXMs help companies think about their products from the user's point of view, and in doing so, build a long-term relationship with the user that is characterized by mutual respect, dependence, and trust.
UX maps are also used to assess the current state of a company's products and services and to anticipate future scenarios, uncovering pain points and identifying new opportunities to build a better user experience.
Using a UX map allows team members to agree on how users should be treated throughout the experience, and it's also a great tool for cross-departmental discussions with other teams.
Using a UX map to describe how users interact with a product in their daily lives allows all stakeholders to understand what users see, think, hear, and do in their daily lives, so that they can think about the product and design it from the user's perspective.
1, the user role: the main target users, need to describe the TA needs, expectations, pain points.
2. Timeline: Timeline can be time-based (e.g., weekly or monthly), or can be divided by behavior (e.g., browsing, purchasing, repurchasing).
3, emotional index: describe the user's emotional changes throughout the experience.
4, the key node: the user in the experience of the process of key actions (to online shopping, for example, online payment is a key action).
5, the use of the scene: the user generated "touch points" of the environment (such as websites, cell phone clients).
1, understand the user
Before drawing the user experience map, review the relevant user research materials, they can help you understand the user more y. If the research resources are limited, you can try to try some of the research, recommend a few of my common research methods: user interviews, check the user complaint records, ask customer service, check the user's evaluation on social media, research related competitors.
2, create a role model
The product's main target users to categorize, and for each user to create a role model (including the user's basic information, needs, expectations, pain points), each role will correspond to a different user experience map.
3. Key Nodes
List the key nodes in the process of experiencing the existing product and the corresponding user feelings. At the same time, through brainstorming, to explore new key nodes.
4. A qualified key node
The criteria for defining a qualified key node are whether it is objective and whether the corresponding user experience is comprehensive. The empathy map is exactly the tool that can help the team to generate qualified key nodes. The empathy map is a comprehensive description of what the user sees, thinks, hears, and says in a given environment, which summarizes the user's pain points and what the user wants to change, which helps the team to understand the user more comprehensively, and makes the key nodes more objective and comprehensive.
5. "Lense" brainstorming to uncover new key nodes
"Lense" is defined as "words that represent a company's key concepts, brand attributes, and thought patterns. words that help us think about the company's products from multiple perspectives". The way to do this is for each person on the team to give "3-5" lenses, and for each lense to spend two minutes digging into the key nodes as much as possible until all the lenses have been used up. This allows the team to dig out more new key nodes in a short period of time, and at the same time makes the key nodes more varied.
6. Summarize key nodes
After completing the above steps, you will get a list of key nodes, which you then need to categorize in order to make it easier to map the user experience. A common approach is to write down all the key nodes in a sticky note and stick them on the wall, then group the key nodes in the same category together and label each category with a category label. After the classification is completed, the key nodes are filtered to remove duplicates and worthless content (interested in understanding the "Affinity diagram").
7. Start mapping the user experience
It's time to put together the timeline, sentiment index, key nodes, and usage scenarios. Here's how we accomplish a minimal UX map:
Step 1: Write basic information about the user persona, needs, expectations, and pain points.
Step 2: You can start by drawing a timeline, there is no mandatory requirement for the shape of the timeline, you can draw a horizontal line to the left or right, or you can draw a circle or spiral, and the unit of the timeline can be set as needed, either advancing according to the date, or according to the user's behavior in order. Keep in mind that there are no rules about what an experience map must look like. Let your imagination run wild.
Step 3: Add the key nodes, try to imagine yourself as the user, and then put the key nodes in order, then write the user experience for each node, and indicate the scenarios for each key action.
Step 4: Draw the emotional index, generally using a curve or line graph to second the user's emotional change. Each node is one-to-one correspondence with the key actions.
A basic UX map is drawn, you can enrich it as needed.
Plan enough time to go through the entire UX process. I recommend you spend 3 hours going through the existing UX process, then 5 hours digging into the new process, and a day for each user persona to complete both steps. Also make sure you have the right people working with you on the creation of the UX map. Once the UX map is created, actively share it with your colleagues.
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