Additionally, this article will outline the decisions that must be made before any creating any of these mappings in a simple three-step approach framework. Empathy MappingEmpathy maps help team members understand the user’s mindset. Definition: An empathy map is a tool used to articulate what we know about a particular type of user. It externalizes user knowledge in order to 1) create a shared understanding, and 2) aid in decision making. Characteristics:
Why use it:
When to use it:
Customer Journey MappingCustomer journey maps focus on a specific customer’s interaction with a product or service. Definition: A customer journey map is a visualization of the process that a person goes through in order to accomplish a goal tied to a specific business or product. It’s used for understanding and addressing customer needs and pain points. In its most basic form, journey mapping starts by compiling a series of user goals and actions into a timeline skeleton. Next, the skeleton is fleshed out with user thoughts and emotions in order to create a narrative. Finally, that narrative is condensed into a visualization used to communicate insights that will inform design processes. Characteristics:
Why use it:
When to use it:
Experience MappingExperience maps generalize the concept of customer-journey maps across user types and products. Definition: An experience map is a visualization of an entire end-to-end experience that a “generic” person goes through in order to accomplish a goal. This experience is agnostic of a specific business or product. It’s used for understanding a general human behavior (as opposed to a customer journey map, which is more specific and focused on related to a specific business). Characteristics:
Why use it:
When to use it:
Service BlueprintingService blueprints are counterparts to customer journey maps, focused on the employees. Definition: A service blueprint visualizes the relationships between different service components — people, props (physical or digital evidence), and processes — that are directly tied to touchpoints in a specific customer journey. Think of service blueprints as a part two to customer journey maps. Similar to customer journey maps, blueprints are instrumental in complex scenarios spanning many service-related offerings. Blueprinting is an ideal approach to experiences that are omnichannel, involve multiple touchpoints, or require a crossfunctional effort (that is, coordination of multiple departments). Characteristics:
Why use it:
When to use it:
Three-Step Decision FrameworkBefore beginning any mapping effort (regardless of the type), 3 decisions must be made: 1. Current (as-is) vs. future (to-be)This decision involves the actions and states depicted in the visualization: do they reflect the current state of the world or a desired state of the world?
2. Hypothesis vs. researchThis decision depends on the type of input that you will use to build your mapping.
3. Low-fidelity vs. high-fidelityThis decision pertains to the quality of the final map visualization.
ConclusionAll UX mappings have two-fold benefits. First, the process of creating a map forces conversation and an aligned mental model. Second, the shared artifact resulting from the mapping can be used amongst your team, organization, or partners to communicate an understanding of your user or service. This artifact can also become the basis for decision making as the team moves forward. Using one mapping method over another will not make or break a project. Ideally, a combination of all four will be used as needed at different points in your process, to create an in-depth understanding of your users and organization. Learn and practice each of these mapping methods in our full-day courses: References Kyle, Beth. Pregnancy Experience Map. http://www.bethkyle.com/portfolio-item/pregnancy-experience-map/ |