The user experience map is the entire process of user interaction with a company from the first contact until the user completes payment and enjoys the product or service.

As an example:

For example, if I see an advertisement of a certain shoe, which inspires me to buy a pair of shoes, I may go through the process of selecting, trying on, paying, and using the shoes, which can be summarized as the purchase journey (including pre-purchase and in-purchase), the product use journey, and the after-sales service journey.

Standing in the brand's point of view, according to the user experience map, there may be such considerations: users want to buy my shoes, the total **** how many steps? How to promote? How to serve? Including the product pre-sales, product sales, product after-sales, service chain.

The following image explains the lifecycle of the customer journey:

How do I make a user experience map?

Combining internal business

There are two objectives to be achieved by combing internal business processes:

To understand the whole business process, to look for the various types of touchpoints where the customer comes into contact with the user, and the way to reach the user through these touchpoints;

To identify the key touchpoints that are meaningful to the customer's business, so that research questions can be assigned to carry out the diagnostic work.

Sorting method:

Confirmation of journeys to be sorted out: the client needs to identify one or more journeys to be completed in the project according to the direction of the internal business development and positioning

Interviews with internal business executives/backbones: the project team contacts the corresponding business backbones (who are familiar with the business processes and have profound views on the current business pain points and practical needs) to conduct interviews with them according to the outline in the agreed time period. Interviews with business leaders: The project team contacts the corresponding business leaders (who are familiar with the current business pain points and have a deep understanding of the actual needs) and conducts interviews with them during the agreed period of time according to the outline. According to the actual business priorities of the bank, the bank leaders decided to use BizTech to complete the construction of the core 7 sub-journeys in the first phase.

Note: In general, the strategy of delivering the first phase of the project is to achieve quick results, so the journey mapping generally guides the customer to choose the core business or popular products with high traffic

External User Journey Experience Mapping

Through external user journey experience mapping, we need to achieve two purposes:

1. To understand the journey touchpoints that can be perceived by the external users through the journey mapping. Through grooming, we can understand the journey touchpoints that external users can perceive and the typical scenarios on these touchpoints;

2. We can understand the experience of external users on the typical scenarios of the key touchpoints and the reasons for the formation of these experiences (pleasure points and pain points)

Methods of grooming:

Distilling the key touchpoints, scenarios, and the reasons for the information: After internal business journey grooming, we can obtain information on the key touchpoints and the reasons for the formation of these experiences (pleasure points and pain points).

Formulate key touchpoints, scenarios and reasons: After internal business journey combing, obtain key touchpoints information and the touchpoints that can form contact with external users, which can be used as the basic link information of the user journey. Competitive users, to obtain industry and brand information

Experience journey mapping: analyze the results of the study, complete the external user experience journey map of each business line mapping is completed, will be based on the formation of the experience indicator system and voice system

We will look at another case:

For the personal mortgage business for the external user experience journey mapping:

First, the external user journey experience map sorting:

First, the external user journey experience mapping is based on the preliminary sorting, the external user journey experience mapping is based on the external user journey experience mapping.

First of all, a small number of heavy users (or typical users) will be interviewed, and the interviews can be in the form of in-depth interviews or group interviews.

Secondly, based on the results of the interviews, a research questionnaire was formed to conduct a quantitative research on the personal mortgage business.

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Indicator System Establishment: Content and Structure of the System

Indicator System Combining O-data (Objective Indicators - Operational Data) and X-data (Subjective Indicators - Experience Data)

1. subjective Indicators: such as NPS/satisfaction/pain point preference, etc., tell us whether and how to create value for customers, which are leading indicators

2. Objective indicators: such as customer growth/activity participation/conversion rate/repeat purchases, etc., reflect the results of the operation, which are lagging indicators

Journey-to-journey relationship indicator system for internal assessment: this indicator system favors giving weights to subjective and objective indicators of journeys, and gives weights to subjective and objective indicators of journeys.

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The intra-journey relationship metrics system used to find problems: it usually contains 1-3 levels of metrics, with no weighting of the metrics, and the metrics are calculated to get the influence of the lower level metrics on the higher level metrics

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BEST Customer Journey Experience Management (BEST) is an integrated solution for customer journey management.

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Take a look at another example:

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Note:

The RATER Index is the result of a study of nearly 10,000 customer service professionals and customers in fourteen industries across the U.S., including retail, credit card, banking, manufacturing, insurance, and service repair. industries' customers, resulting in an index that effectively measures the quality of customer service.

Reliability | Reliability : It refers to the ability of a company to consistently fulfill the promises it makes to its customers, and when it does, it has a good reputation and earns the trust of its customers.

Assurance | Professionalism :It refers to the specialized knowledge, skills and professional qualities possessed by a company's service personnel. It includes: the ability to provide quality service, courtesy and respect to customers and effective communication skills with customers.

Tangibles | Tangibles : refers to the tangible service facilities, environment, service personnel's instrumentation and the tangible performance of the help and care for customers. For example, neat service environment, special seats for young children in the restaurant.

Empathy | Empathy : means that the service personnel can always put themselves in the customer's shoes, really sympathetic understanding of the customer's situation, to understand the customer's needs.

Responsiveness | Responsiveness : This refers to the desire of the service personnel to respond to the needs of the customer in a timely manner and to be able to provide services quickly. When there is a problem with a service, responding immediately and resolving it quickly can have a positive impact on the quality of the service.

The indicator system is usually four levels of indicators:

1) The first level of indicators for NPS and overall satisfaction;

2) The second level of indicators for the journey link indicators;

3) The third level of indicators are divided into 3~4 types of labels: link touchpoint labels, indicator source labels (O-data or X-data), experience feeling labels (RATER

4) The four levels of indicators are specific indicator content

4. Questionnaire system establishment

Select the appropriate customer touchpoints to automatically trigger the journey questionnaire, the number of questionnaires based on the number of customer touchpoints, the content is based on the indicator system and the experience of the driving elements, the formation of the pain points.

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This is based on broad user experience management, which allows brands to accurately locate problems, improve experiences, and ultimately realize experience management through the "user experience map".