Teach you to do the user experience map effectively

@ Star Rose: If you've ever attended a fee workshop or read a book about design methods, you must have heard the experience map (experience Maps). In some editions of the book is also called the User Journey map (User Journey Maps).

If you've heard of it, chances are you've also spit it out. What, it's going to take so much time to make a damn map? What's the use of it? I'm a science student. I can't accept no correct answer ah Ah?

Today, the witty little star rose begins with dry goods, demonstrating the absolute superiority of science students as designers #让自己时刻都符合逻辑 #

　　Experience the first big advantage of the map: good-looking

It visually, the experience of the user interacting with the product or service phased out, so that each node in the experience map can be more visually identified, evaluated and improved. Whether electronic or full wall of the convenience stickers, in effect has been full of formal beauty.

　　Experience the second biggest advantage of the map: very fit for the popular nowadays "Affective design "

Experience maps can help the team pinpoint the moment when the product triggers a strong emotional response, and find the map node that works best for redesign and improvement, almost all of the emotional needs of the user.

　　Experience the third major advantage of the map: be able to participate in many people, and let all of you comb through the product flow

It is quite exaggerated that most of the product teams often only interact with the designer to think through the product process, and most products do not find bugs on the process until they are finished, but only pretend not to see them at this time.

　　Why do you think it's useless to experience a map? Because you don't know:

The experience map is not an independent design method, it is an important part of the product Prophase user research process. In the cases I've done, experience maps are often the most critical node for final closure and conclusion--but not the material preparation of other design methods in the early stages.

　　What materials are ready?

User roles, observation records, or can be coupled with behavioral research, questionnaires, competitive analysis.

User roles-The most effective experience maps are often created in conjunction with user roles and situational stories. Each experience map should present the true characteristics of the target user of a particular product, and the user has clear tasks and goals. You might write about how to do user roles effectively.

Observation records, behavioral studies, questionnaires, competitive analysis-all for the same purpose, to obtain a large number of authentic and reliable raw materials. Experience the corresponding content of each node on the map, not the head to think, but should be through long-term user research to obtain information. Therefore, it can also be said that "experience map is the user's use of the effective way to comb the problem."

So, end the quick End Theory section. Enter the example description.

Because of the different types of products and the different research purposes, every step of using the experience map method will be slightly modified. I lift three chestnuts:

1, a prototype has not yet the product, they want from a purely emotional point of view to understand what their products should do for users, and thus assist the team to start product functional design. Their experience map may be like this:

#每个节点位置的高低, it's pure sensibility.

2, an offline entity product, they want to improve their service experience. Their experience map may be like this, where the purple card part is the problem that is collected in the service process:

#每个节点位置的高低, is explained by the facts, is rational

3, a wide range of user groups of products, different identity of the user role will correspond to different experience flow. At this time needs to be based on different user roles, the production of a number of different experience flow chart, the final overlap of the part, is the design of the need for specific improvements in the place.

Okay, so how exactly do you do the user experience map? I use an Internet product example, detailed decomposition steps.

Background: The company wants us to help study "user photo-taking behavior" as a guide to the phone ROM photo function They are about to start designing.

　　The first step is to organize the original material

Based on the previous offline, online research, observation of users, user interviews and so on, we have a large number of users of the behavior of the problem and surprise point, they are small convenient paste form. and distinguish the color of "problem" and "surprise".

　　The second step, find a wide clean new board, write the user behavior process

Note: Each behavior node (touch point) is a neutral verb, to be as detailed as possible, with a precise and clean word.

　　The third step is to draw the emotional coordinates and put the behavioral process on the neutral line.

　　The fourth step is to put the collected "questions" and "surprises" on each of the corresponding behavioral nodes.

The surprise point is on top, the problem is put below.

　　The fifth step, according to the number of "questions" and "surprises", and the degree of importance, rationally determine the emotional level of each behavior node, and wired

Note: The importance of judgment is a slightly perceptual thing, at this point, based on the user role, ask yourself how much does this user role care about the problem? Note again: When a behavior node can produce two results, such as happy or unhappy, prioritize the unhappy situation, because we are not going to do something that is celebrated.

Above, an experience map is done, how do we get to the conclusion?

1, look at the highest point, for it to do a little more things, push it to the extreme.

2, look at the lowest point, think can be other experience value of the steps, share a part of the function here, balanced experience feelings.

For example, the following picture is "user self-portrait Behavior" experience map, it is clear that the entire early photo action is lower, and the late revision continues to rise. At this point can seriously consider to put more late functions to the early stage.

3, see the experience value below the median line, corresponding to the analysis of the competition, see how others solve those problems, and set a surprise point.

Above, you will be able to effectively complete a user experience map.