How to create a user experience diagram

User experience diagram is the whole interactive process from the first contact between users and enterprises to the completion of payment and enjoyment of products or services.

For example:

For example, if you see an advertisement for a certain shoe and want to buy a pair of shoes, you may go through the process of selection, fitting, payment and use, which can be summarized as a purchase journey (including before and during purchase), a product use journey and an after-sales service journey.

From the brand point of view, according to the user experience map, there may be such considerations: how many steps do users want to buy my shoes? How much is it? How to serve? Including pre-sale, mid-sale, after-sale and service.

The following figure explains the life cycle of the customer journey:

How to make a user experience map?

Organize internal business

By combing the internal business processes, we need to achieve two purposes:

Understand the whole process of business process, find all kinds of connections between customers and users, and how to reach users through these connections;

Determine the key contacts that are meaningful to the customer's business, so as to carry out the diagnosis work by arranging research topics.

Carding method:

Confirmation of the journey to be arranged: the customer needs to determine one or more journeys to be completed in this project according to the internal business development and positioning direction.

Interview with internal business leaders/backbones: According to the outline, the project team will contact the corresponding business backbones (who are familiar with business processes and have profound views and actual needs on current business pain points) within the agreed time period, and interview the business backbones to learn more about the internal processes of customers.

Business process arrangement: arrange interview results and complete various business lines: travel itinerary and travel itinerary.

To understand, let's look at a case:

A bank business * * * arranged 30 sub-trips before, during and after sales. According to the actual business priorities of the bank, the bank leaders decided to complete the construction of the core seven sub-trips in the first phase.

Note: Generally, the final strategy is to get quick results, so trip combing will generally guide customers to choose core business or hot products with high traffic.

External user journey experience map drawing

By combing the journey experience map of external users, we need to achieve two purposes:

1. Through combing, learn about the journey contacts that can be perceived by external users and the typical scenes on these contacts;

2. Understand the experiences of external users in typical scenes with key contacts, and the reasons for these experiences (cool points and pain points).

Carding method:

Refine key contacts, scenarios and reasons: by combing the internal business itinerary, we can obtain key contact information and contact links that can form contact with external users, and use them as the basic link information of user itinerary, conduct qualitative interviews with users, check the missing contacts in the itinerary, and obtain information on the cool points and pain points of key scenarios.

Form a questionnaire and conduct online research on users: on the basis of combing in the early stage, form a preliminary questionnaire, use the system of Times Market to edit and release the questionnaire, and obtain industry and brand information for competing users.

Drawing of Experience Journey Map: After analyzing the survey results and completing the drawing of experience journey map of external users in each business line, the experience index system and voice system will be formed accordingly.

Let's look at another case:

Combing the journey experience map of external users of personal mortgage business;

First, interview a small number of heavy users (or typical users) in the form of in-depth interviews or group interviews.

Secondly, according to the interview results, a questionnaire was formed to make a quantitative investigation on personal mortgage business.

Please click to enter a picture description.

Establishment of index system: content and structure of the system

Combining O-data (objective index-operational data) and X-data (subjective index-empirical data) index system.

1. Subjective indicators, such as NPS/ satisfaction/pain point preference, tell us whether and how to create value for customers, which is a leading indicator.

2. Objective indicators: such as customer growth/number of activities/conversion rate/number of repeated purchases, etc. , reflecting the operating results, is a lagging indicator.

Inter-journey relationship index system of internal assessment: This index system weights the subjective and objective indicators of each journey, which can be used as a future assessment, and it is impossible to understand the internal contribution relationship of a single journey.

Please click to enter a picture description.

Index system of intra-trip relations used to find problems: usually it includes 1-3 indicators, and the indicators have no weight. Through calculation, the driving influence of subordinate indicators on superior indicators is obtained.

Please click to enter a picture description.

The best customer journey experience model developed by Best's whole-process customer experience management scheme systematically integrates behavior and attitude, cause and result indicators, and provides a "top-level design" basis for setting up content and index system for subsequent research.

Please click to enter a picture description.

Look at another case:

Please click to enter a picture description.

note:

RATER index is an index that can effectively measure the quality of customer service after studying nearly 10 thousand customer service personnel and customers in 14 industries, such as retail, credit card, banking, manufacturing, insurance and service maintenance.

Reliability | Reliability: refers to whether an enterprise can consistently fulfill its commitment to customers. When this enterprise really does this, it will have a good reputation and win the trust of customers.

Guarantee | professional quality: refers to the professional knowledge, skills and professional quality of service personnel in enterprises. Including: the ability to provide quality service, courtesy and respect for customers and effective communication skills with customers.

Tangible | Tangible: refers to the tangible service facilities, environment, the appearance of service personnel and the tangible performance of helping and caring for customers. For example, clean service environment, special seats for children in restaurants, etc.

Empathy | Empathy: It means that service personnel can put themselves in the customer's shoes at any time and truly sympathize with and understand the customer's situation and needs.

Responsiveness | Responsiveness: refers to the timely response of service personnel to customer needs and the desire to provide services quickly. When there is a service problem, responding immediately and solving it quickly can bring positive influence to the service quality.

The index system is usually four levels:

1) The first-level indicators are NPS and comprehensive satisfaction;

2) The secondary index is the index of itinerary links;

3) Three-level indicators are divided into three or four categories: link contact label, indicator source label (O-data or X-data), experience label (rater indicator system) and responsibility role label (i.e. department responsible for link).

4) Level 4 indicators are concrete indicators.

4. The establishment of questionnaire system

Selecting the right customer contact point will automatically trigger the itinerary questionnaire. The number of questionnaires depends on the number of customer contact points, and the content will be formed according to the index system, the driving factors of experience and the pain points.

Please click to enter a picture description.

This is based on generalized user experience management, which allows brands to accurately locate problems through "user experience map", accurately enhance experience, and finally realize experience management.