Experience maps, user journeys and more… Experience Map is an important design tool to understand our product/service interactions from users’ point of view.
One experience map is basically a visual representation that illustrate users’ flow (within a product or service) their needs, wants, expectations and the overall experience for a particular goal. Besides Experience Maps, different names are used to refer to similar representations, some of them are: Customer Journey, User Journey and some time Blueprint or Service Ecology, although there are some nuances in the latter two, I prefer to include them in the group of the multidimensional maps. If you search the internet you will see that there are many different examples of experience map, with some common elements between them. After reviewing many of them, investigate the existing methodology and design one for the company I work for, I have reached the conclusion that there are some design patterns, more or less clear, here I will share with you some insights about them.
Design Your Employee Experience as Thoughtfully as You Design Your Customer Experience. Create an Empathy Map to Better Understand Your Customers. Two minutes ago a customer purchased your product online.
Like all your other customers this is a person, not a demographic. Strange as it may seem, a demographic has never pulled out a credit card. So, what do you really know about your customers? Knowing your prospective customer is the starting point to creating products or services that people want to buy. It begins at the emotional level by having empathy with them. An empathy map represents the sensory information of the customer and is usually shown as four quadrants broken into “Thinking”, “Seeing”, “Doing”, and “Feeling”.
This is not about creating a buyer persona or persona – that comes later. Although they may appear the same, an empathy map is different from a persona. A buyer persona or avatar, is a portrait of a person, one or more, who are your ideal buyers. Can you see the difference? What is empathy? Empathy is understanding the emotions, feelings and thoughts of another person from their perspective. Customer experience is re-orientating entire businesses. The chant ‘the customer is king’ is one of the hoariest old chestnuts of business and marketing.
But with so many different channels, technologies and platforms available to buyers today, companies are under growing pressure to ensure this is not just paid lip service, but actually built into the foundations of their operations. It’s a message that business leaders are heeding in growing numbers, with many executives now finding customer satisfaction targets woven into their performance KPIs and bonus structures. For instance, Telstra CEO Andy Penn recently revealed 40 percent of all ‘variable remuneration’ at the telco is linked to ‘customer advocacy’, while Medibank boss Craig Drummond has flagged moves to factor the company’s net promoter score (NPS) in the creation of short-term incentives for senior executives.
NPS measures how likely a customer would be to recommend your company to someone else. Then there’s fellow iconic Aussie brand, Australia Post. 2016 Mobile Statistics in Australia: 8 Mobile Marketing Insights. As we head into the next financial year, it’s time to examine how digital has increasingly become a mobile-first experience.
By examining the latest mobile statistics in Australia (courtesy of IAB Australia) as well as global mobile marketing trends (from Google’s Consumer Barometer and Think with Google), we uncovered 8 essential mobile marketing insights that will help companies and organisations adopt a mobile-first approach, which puts handheld devices at the forefront of both strategy and implementation. Mobile consumption and usage have never been higher. The latest available mobile statistics in Australia from IAB Australia (Mobile Ratings September 2015) on smartphone and tablet ownership, Internet surfing trends, as well as total time spent on devices, show that both in Australia and globally, consumption and usage of mobile devices continues to increase rapidly. Smartphone ownership in Australia increased from 11.1 million in 2013 to 15.3 million in mid-2015. XdStrategy.com » Blog Archive » Desirability Studies: Measuring Aesthetic Response to Visual Designs. Introduction Many people have been asking me to say more about “Desirability Studies,” which I recently described in Jakob Nielsen’s Alertbox article as a method “to measure aesthetic appeal.”
Desirability studies actually do more than just measure, as they can also be used to inform and even inspire different visual design directions you may be considering. In the landscape of user research methods I described in this article, it is classified as an attitudinal study that can be qualitative or quantitative (shown below as a “hybrid” method in the middle bottom area): The problem of subjectivity Desirability studies are far less well known, despite how important visual design is to user interfaces. The problem with this type of presentation is that it frames the decision as a subjective interpretation of the design by internal constituents, and a decision-maker might feel his or her interpretation or gut feeling for the design is just as valid as the designer’s.
The Yahoo! Design for Real Life. You’ve seen the fallout when digital products aren’t designed for real people.
You understand the importance of compassion. And you’ve learned how to talk with users to uncover their deepest feelings and needs. But even with the best intentions, it’s still easy for thoughtful design teams to get lost along the way.