User Journey & Experience Maps
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How to visualize the user's end-to-end experience, including touchpoints, emotions, pain points, and opportunities for improvement. The second part is Mental models - a way to get insights into the internal representations and understanding that users have about how your system or product works.
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User Journey & Experience Maps
- 2. User Journey & Experience Map What are experience maps What are user journey maps Specific users, scenarios, and goal Defining user stage Mapping the custome Mapping the busines Mapping the competitio Current vs futur Hypothesis vs researc Low-fidelity vs high-fidelity Mental models in UX Researc What is a mental model User mental models are uniqu What’s included in a mental mode Mental models are flexibl Mixed-up mental model Mental models have inerti Make your product confor Improve users’ mental model Represent mental models in personas
- 3. Mapping as a concept We use maps to display what users go through to achieve their goals from their perspectives Well-designed maps visualize business interests and contain competitor evaluations. UX practitioners can use this to evaluate the current state of user experience or plan a desired one. The downside of mapping is its cost. User journey maps or experience maps require resources for conducting user research and comprehensive analysis. The results, however, can provide fascinating insights about your users that you can use to improve your product service and boost profits.
- 4. What are experience maps? An experience map is a visualization of the end-to-end user experience that an average user goes through to accomplish a goal. It allows for understanding users' overall experience before you start designing your product to meet their needs. In other words, experience maps demonstrate how people achieve their goals without using your or your competitors’ products. This helps designers identify problems and pain points at the very early stages. Use experience maps to determine whether a problem exists and whether users need your solution in the first place.
- 5. What are experience maps? cont. Example: What would a user do when they want to order food? How do people buy cloth in offline stores Experience maps have phases, actions, thoughts, and mindsets/emotions Phases: Phases define major goals that users want to achieve on their journey Actions: Actions refer to actual steps people take to achieve their goals Thoughts, mindsets, emotions: The map should reflect what emotions and thoughts arise while users go through an experience. In the end, scan each phase of the user experience map and identify any possible areas of friction or room for improvement.
- 7. Specific users, scenarios, and goals There are 3 critical elements of a journey map Actor: This is the persona/user who experiences the journey Scenario and expectations: A scenario describes the situation that occurs when an actor takes certain actions to achieve their goal and has certain thoughts and expectations about it. The scenario can be real (for existing products or services) or anticipated (for products or services at the design stage) Journey phases: Journey phases are the different high-level stages in the user journey. A scenario of ordering a takeaway from a restaurant could include phases of: awareness, consideration, conversation, customer service, and loyalty.
- 8. Defining user stages The definition of phases is the first step for both experience and journey maps. Formulate phases depending on a specific scenario. For example, for an e-commerce scenario (like buying AirPods), the stages can be: discover, try, buy, use, and seek support. Phases should demonstrate the entire experience or scenario, so you can easily identify where users drop off and what keeps them from going all the way to the end. Keep in mind that phases are not actions that users take to achieve a certain goal. Most maps should be based on real user data so the first step before this should be conducting user research.
- 10. Mapping the business It's essential to involve stakeholders in the creation of experience/journey maps. Once each phase is filled with data, you and your teammates can evaluate the map, identify any points of friction, and offer opportunities. Opportunities stand for insights into what can be improved in the journey. When working on a journey map, you can see the points where users get confused, upset, or frustrated when navigating your product or service. For example, you can identify when users decide to back off and not subscribe to your offer.
- 12. Current vs future Hypothesis vs research Low-fidelity vs high-fidelity A journey map can also be used to make a projection of what you want the future experience to look like. Then create another one with the current state of things and then compare. Current mappings show the actual state of user experience. They help identify and document existing problems and pain points. Future mappings represent the desired state of user experience. They help set goals for creating a product or service that will be tailored to user needs But avoid using future maps as a reference for finalized design decisions. Hypothesis maps are based on the team's expectations and assumptions about how things are. This approach allows compiling the perspectives of all team members, formulating a research plan, and creating a user research-based map Research maps are based on the research data gained for building the map. While this method is time-consuming and costly, it yields the most intriguing and useful insights into user behavior, needs, pain points, and preferences The fidelity level of your map depends on what design process stage you are in right now, your budget, and time resources Like low-fidelity prototypes, low-fidelity maps are better for the initial stages.are perfect for brainstorming, revising, and updating. They're created with materials at hand (for example, sticky notes and a whiteboard) and are easier to change and move around High-fidelity maps are more polished and represent a final version. They're less flexible for updates and are usually created digitally as a UX artifact that can be easily shared with stakeholders.
- 16. What’s included in a mental model? Usersbuildmentalmodelsbasedontheirpastexperiences.Forexample,iftheyarriveonyoure- commercesiteforthefirsttime,theylikelyhaveanideaofhowtheythinkthesiteshouldwork. Theirmentalmodelsincludethingslikehowtoaddaproducttotheirshoppingcart,howtoenter theirshippinginformation,andhowtopayfortheirpurchase Onewaytoimproveusermentalmodelsistoexplainthingswithinyourinterfacesothattheyhave abetterunderstandingofhowitworks.Evensomethingassimpleaslabelingyourinterface elementstomakethemmoretransparentcanhaveaprofoundeffectonauser’smentalmodel
- 17. Mixed-up mental models User mental models, because they’re based on beliefs rather than facts, are not always accurate. Case in point: many users will type a website address in a search field rather than in the address bar of their browser. Their mental model of how to most efficiently get to a new website is mixed up. Understanding the most common mixed-up mental models can help designers prevent usability issues before they happen — either by changing the system to better fit the mixed-up mental model or by including a better explanation of how the system actually works
- 18. Inertia for mental models Mental models have inertia — things that users already know tend to stick in their mind, even when those models aren’t helpful in the current situation. This can cause problems for designers who aim to create a new way for users to interact with their product. When you do something new, you have to overcome the inertia of users' existing mental models. Because of this, it’s best to only create something new when it’s superior to the old way of doing things. One of the easiest ways to prevent usability issues is by making your product conform to users’ existing mental models, assuming those models are similar. For example, most users assume that the close function on a modal window will appear in the upper right-hand corner of the modal. If you place the close function elsewhere, it’s more likely to confuse (and frustrate) users. Unless you have an excellent reason for straying from the likely mental models of your users, conforming to those models makes your product more intuitive for them to use. Capitalize on existing mental models to make your product more intuitive for first-time users.
- 19. Lastly... If you’re creating a new product with new interaction methods, it can be difficult to overcome users’ existing mental models. The most important aspect of overcoming an existing model is to educate users. Mental models are key when creating things like documentation, user manuals, or onboarding flows. By showing users where your product differs from their existing mental models, you’ll shorten the learning curve for them and prevent frustration When creating user personas, also make sure to include the existing mental models of that user (or group of users)