Week 13 - User Journey Map
Quote
“You’ve got to start with the customer experience and work back toward the technology- not the other way around.”- Steve Jobs
💯 Framework // Concept // Mental Model
TLDR;
😎 Define the persona
🥅 Identify the user’s goals
🚗 Map out the steps of the user’s journey
👻 Identify the emotions and thoughts
💊 Identify the pain points
🚗 Create the user journey map will all the above data
Introduction
The success of a product or service hinges on the ability to deliver the right experience to the customer at the right time. User journey mapping is a framework that helps product managers design and optimizes user experience by identifying and addressing pain points that users face at each stage of their journey.
User journey mapping begins with identifying the major goals that users want to achieve and then mapping out the steps they take to achieve those goals. By understanding the relationship between steps and goals, product managers can identify areas for improvement and invest in the right features and experiences that will make the biggest impact.
Journey maps can be created for any user group, but they are especially valuable for personas that represent users with complex needs. In this article, we will discuss the elements of a user story map, the benefits of user story maps, and how to create a user story map for your persona.
Why are user journey maps important for product managers?
User journey maps are important for product managers because they help to understand the customer’s experience with the product or service. They can also be used to identify areas where the customer experience can be improved, and to find ways to reduce customer effort.
User journey maps can also help product managers to understand the emotions and thoughts that users have at each stage of their journey. This information can be used to improve the usability of a product or service and to make the product more appealing to users.
How to create a user journey map?
There are a few steps that you need to follow in order to create an effective user journey map.
Lets us understand the process through an example in which we will try to build a customer journey map for an online shopping customer who is wanting to buy a present for a friend for Christmas.
Let’s deconstruct this user journey map and see how this customer journey map was built.
😎 Define the persona:
The first step is to define the persona that you want to create the journey map for. This will help you to understand the needs and goals of the user.
User personas are profiles of your ideal customer. You use them to help understand a number of things about their customers, including their:
Goals
Background
Age
Gender
Behaviors
Spending habits
Pain points
Needs
Here is an example Amy who is an online food shopper we list out some attributes of the persona like what she wants to buy, her frustrations, age, gender, location, etc. In a similar way, you can build a persona for our initial case of a persona wanting to buy an online Christmas gift.
Credits: https://www.invisionapp.com/inside-design/user-persona-template/
🥅 Identify the user’s goals
The next step is to identify the user’s goals. This can be done by conducting user research, or by asking the user directly.
Here the goal might be to
Buy something online to gift a friend for Christmas
Get the product for a discounted price
🚗 Map out the steps
Once you have identified the user’s goals, you can map out the steps that they take to achieve those goals. This can be done by creating a list of all of the steps that the user takes, or by creating a mind map.
Create a journey map with all the actions which users will take to get to achieve their goal of gifting a friend during Christmas.
👻 Identify the emotions and thoughts
The next step is to identify the emotions and thoughts that the user has at each stage of their journey. This can be done by conducting user research, or by asking the user directly.
Capturing the emotions of the customer at each step will help you identify the pain points and gain points of user and solve them to make the experience better.
💊 Identify the pain points
Once you have identified the emotions and thoughts that the user has at each stage of their journey, you can identify the pain points that they experience. This can be done by looking for areas where the user’s needs are not being met, or by looking for areas where the user experience can be improved.
🚗 Create the user journey map
Once you have identified the persona, the user’s goals, the steps that they take to achieve those goals, and the pain points that they experience, you can create the user journey map.
Here is a full user journey map for a customer who is planning to gift a present to a friend for Christmas. This process can be used to develop customer journey maps for customers wanting to buy Groceries online, Customers ordering food through an App, Customers going to a restaurant for dinner, etc and the list goes on.
Tips for creating an effective user journey map
😎 Keep it simple
The user journey map should be simple and easy to understand.
🖼 Use visuals
The user journey map should be visual so that it is easy to read and understand.
🏃♂️ Make it actionable
The user journey map should be actionable so that it can be used to improve the user experience.
🗣 Make it shareable
The user journey map should be shareable so that it can be used by other people in the organization.
👤 Use user research
The user journey map should be based on user research so that it accurately reflects the user’s experience.
🤹♂️ Ask the user
The user journey map should be based on the user’s input so that it accurately reflects the user’s experience.
🔁 Iterate
The user journey map should be iterative so that it can be improved over time.
User journey maps can be used in a number of ways.
User’s experience
User’s needs
User’s goals
User’s pain points:
User experience
To reduce customer effort
To make the product more appealing to users
To generate ideas for new features
To prioritize features
To create prototypes
How to create your user journey map board in Miro
Miro’s user journey template allows you to build user journey maps easily. Use the template below to start building your user journey maps.
User journey map template Miro:
Customer Journey Map Template | User Journey Map Template | Miro
Conclusion
User journey maps are a valuable tool for product managers. They help to understand the customer’s experience and can be used to identify areas where the customer experience can be improved. User journey maps are also helpful for generating ideas for new features, and for prioritizing features.
References
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