Experience Map: The user journey on a synthetic slide

TheExperience Map (or Customer Journey Map) isa visualization tool that allows you to represent the user’s journey. through a product or service. It enables us to better understand how users interact with a product or service at every stage of their journey, from product acquisition to ongoing use and loyalty.

The Experience Map is a valuable tool to help companies improve the user experience of their products and services. By understanding users’ needs, expectations and friction points, companies can optimize their product or service to deliver an exceptional user experience.

The Experience Map is generally presented in the form of a map or diagram representing the different stages of the user journey. These steps may vary depending on the product or service you offer, but they generally include the following phases:

  1. Awareness : at this stage, the user discovers your product or service for the first time. This can happen via an advertisement, a blog post, a recommendation from a friend, etc.

  2. Acquisition : once the user is aware of your product or service, it’s time to move on to the acquisition phase. This can include visiting your website, signing up for a free trial, purchasing the product, etc.

  3. Use : once the user has acquired your product or service, they move on to the use phase. This is where the user begins to interact with your product or service to achieve their goal.

  4. Loyalty: if the user is satisfied with your product or service, he or she may become a loyal user. Loyalty can include repeat purchases, referrals to friends, participation in loyalty programs, and so on.

tableau parcours client customer journey map Experience Map: The user journey on a synthetic slide
Example image of an end of a user path for a Drive service.

How do I create an Experience Map?

Creating an Experience Map may seem daunting, but it’s actually quite simple. Here are the steps to follow to create an effective user journey:

  1. Identify user personas: to begin with, it’s important to identify the user personas who will be using your product or service. Personas are fictitious user profiles that represent the different types of users of your product or service.

  2. Identify the stages of the user journey: using personas, identify the different stages of the user journey, from awareness to loyalty.

  3. Collect data: for each stage of the user journey, collect data on user behavior and expectations. This can be done through surveys, interviews or usability tests.

  4. Create the experience map: use the data collected to create an experience map representing the user journey through the various stages. The map must include users’ emotions, needs and friction points at every stage.

  5. Share the experience map with the team: share the experience map with the team to stimulate discussion and commitment to improving the exps user experience. The team should discuss the friction points identified in the map and how to resolve them to improve the user experience.

When and how to implement the Customer Journey Map with an Agile team?

The Experience Map is often used by Agile teams as part of their product development process. The main aim of the Customer Journey Map is to identify friction points in the user experience and find ways of resolving them to improve the overall experience.

As part of the Agile methodology, the Customer Journey Map can be used in various ways throughout the product development process. Here are a few examples:

  1. Discovery phase: During the discovery phase, the Experience Map can be used to better understand users’ needs and expectations. Team members can discuss users’ interactions with the product, the challenges they face and the friction points in their journey.

  2. Design stage: During the design phase, the Customer Journey Map can help visualize the user journey and identify where the experience can be improved. Team members can work together to find creative solutions to improve the user experience.

  3. Implementation stage: During the implementation phase, the Customer Journey Map can help ensure that product changes are in line with user needs and expectations. Team members can also use the User Journey to track progress and ensure that changes made have a positive impact on the user experience.

  4. Analysis phase: Finally, during the analysis phase, the Experience Map can be used to evaluate the results and measure the impact of the changes made on the user experience. Team members can also use the Customer Journey Map to identify areas for improvement in future product releases.

In short, the Experience Map is a flexible and versatile tool that can be used at different stages of the Agile process to help teams better understand users’ needs and expectations, identify friction points in their journey and find ways to resolve them in order to improve the overall user experience.

Experience Map example

  • Here’s a first example of an Experience Map for an online recipe website. Link: User Journey Template by Stéphanie Walter. This link will take you to a reusable Customer Journey Map template for Miro. Overview :
User Journey Template by Stephanie Walter Experience Map: The user journey on a synthetic slide
Click on the image to be redirected to the online Miro Template for this User Path.
Rail Europe Experience Map customer journey Experience Map: The user journey on a synthetic slide
Click on the image to be redirected to the Slideshare presentation containing this User Path.

Conclusion

In conclusion, the Experience Map is a valuable tool for understanding the overall user experience of a product or service. It enables us to visualize and analyze users’ interactions with the product, identify friction points in their journey and find ways of resolving them to improve the user experience.

The Customer Journey Map can be used by Agile teams at different stages of the product development process to better understand user needs and expectations, and find creative solutions to improve the user experience.

By working with a user experience map, teams can iteratively and continuously improve their product or service, focusing on the needs and expectations of their users.

The Experience Map is therefore an essential tool for improving user experience and helping teams to create products and services that meet the needs of their users.

This post is also available in: French

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Ahmed BEN SALEM

Ahmed BEN SALEM

Strongly involved in Agile methodologies, I have held the roles of Scrum Master, Product Owner and Release Train Engineer for SAFe, Scrum and DevOps projects. My approach focuses on people and stakeholder collaboration, creating environments conducive to innovation and performance.

Since 2016, I have successfully led several Agile software development projects for companies of all sizes, including Odigo, Orange and PSA. My solid experience in Agile methodologies, in particular Scrum and SAFe, has enabled me to work with multicultural teams from countries such as the USA, India, Vietnam and Morocco.

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