How to create a customer journey map?

Although many companies have the best vision and huge data, they can only provide users with a bland product experience.

This is because they make products in a way that focuses on the inside and is divorced from users, and they lack attention to users. They don't realize that every experience of their products will affect users' experience satisfaction, brand loyalty and endurance bottom line. If you use the customer journey map, you can describe the emotional changes of users when they experience the product, and optimize the product accordingly.

From the user's point of view, the interaction between users and related products of the company is described by telling stories and displayed by visual graphics. The output of this process is the user experience diagram.

User experience diagram can help enterprises consider their products from the perspective of users, so as to establish a long-term relationship of mutual respect, dependence and trust with users.

At the same time, the user experience map is also used to evaluate the current situation of the company's products and services and predict the possible future situation, tap the pain points of users and find new opportunities to build a better user experience.

Using user experience diagram can help team members to understand how users are treated in the whole experience process, and it is also a very useful tool when discussing with other teams across departments.

User experience diagram is used to describe the interaction between users and products in daily life, so that all stakeholders can understand what users see, think, listen and do in daily life, so as to consider and design products from the user's point of view.

1. User Role: The main target users need to describe the needs, expectations and pain points of TA.

2. Timeline: Timeline can be based on time (such as week or month) or divided by behavior (such as browsing, buying and repurchasing).

3. sentiment index: Describe the emotional changes of users during the whole experience.

4. Key nodes: the key actions of users in the experience process (taking online shopping as an example, online payment is a key action).

5. Usage scenario: user-generated "touch point" environment (such as website, mobile phone client).

1, understanding users

Before drawing the user experience map, consulting the relevant user research materials can help you understand the users more deeply. If the research resources are limited, you can try to do some research yourself and recommend several commonly used research methods: user interviews, viewing user complaint records, asking customer service, viewing users' comments on social media, and researching related competing products.

Step 2 set an example

Classify the main target users of the product, and establish a role model for each user (including the basic information, needs, expectations and pain points of the user), and each role will correspond to a different user experience map.

3. Key nodes

List the key nodes of users in the process of experiencing existing products, and the corresponding user feelings. At the same time, through brainstorming, mining new key nodes.

4. Qualified key nodes

The criteria for defining key nodes as qualified are whether they are objective and whether the corresponding user experience is comprehensive. Empathy diagram is a tool that can help the team produce qualified key nodes. Empathy diagram is a comprehensive description of what users see, think, listen and say in a given environment, from which the pain points of users and what users want to change can be summarized, which can help the team to understand users more comprehensively and make key nodes more objective and comprehensive.

5. "Lens" brainstorm to find new key nodes.

The definition of "lense" is "words that represent the company's key concepts, brand attributes and thinking patterns, which can help us consider the company's products from multiple angles". The specific method is that everyone in the team gives "3-5" shots, and each shot takes two minutes to explore the key nodes as much as possible until all the shots are used up. This will enable the team to dig out more new key nodes in a short time and enrich the types of key nodes.

6. Summarize the key nodes

After completing the above steps, you will get a list of key nodes, and then you need to classify the key nodes in order to draw the user experience diagram more conveniently. The common practice is to write all the key nodes in a convenient place and paste them on the wall, and then gather the key nodes of the same category together and label each category with a classification label. After the classification is completed, filter the key nodes and remove the repetitive and worthless content (you can learn about the "affinity diagram" if you are interested).

7. Start drawing the user experience diagram.

It's time to combine the timeline, emotional index, key nodes and use the scene. Let's complete a basic user experience diagram:

Step 1: Write down basic information such as user roles, needs, expectations and pain points.

Step 2: You can draw a timeline first. There is no mandatory requirement for the shape of the timeline. You can draw a horizontal line to the left or right, or draw a circle or spiral. The unit of the timeline can also be determined as needed. It can be arranged in advance according to the date or according to the user's behavior order. Remember that there is no rule about what you must draw in an experience chart. Please give full play to your imagination.

Step 3: Add key nodes, try to imagine yourself as a user, then arrange the summarized key nodes in order, and then write the user's feelings about each node, and indicate the usage scenarios of each key action.

Step 4: Draw sentiment index, generally using graph or line chart to accelerate the user's emotional changes. Each node corresponds to the key action one by one.

Draw a basic user experience diagram, you can enrich it according to your own needs.

Plan enough time to sort out the whole product experience process. It is suggested that you spend three hours combing the existing product experience process, and then spend five hours exploring new processes. It takes one day for each user role to complete the above two steps. At the same time, ensure that relevant personnel participate in the creation of the user experience map with you. After the user experience diagram is created, you should actively share it with your colleagues in the company.

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