To introduce you to an effective user experience map

If you've ever been to a workshop or have read other books about design methods, you've heard the experience map (experience Maps). And in some editions of the book is also called the User Journey map (user groceries Maps).

If you've heard of it, chances are you'll spit it out too. How much time does it take to make a broken map? That is useless. Why can't I get an executive level conclusion? I am a science student really can not accept no correct answer ah Ah!

So today's witty little star rose with dry goods opening, to show you the science students as a designer of the absolute advantage, so that their time seems to be full of logical flavor.

Experience the first big advantage of the map: good-looking. It visually, renders the experience stages of interacting with a product or service, and then allows each node in the experience map to be more visually identifiable, evaluated, and then improved. Whether electronic or full wall of convenience stickers, it is really full of the effect of formal beauty.

Experience the second major advantage of the map: very fit with the popular "emotional 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: the ability to participate, and let everyone 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 maps? 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 usually made with user roles and contextual 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 needs to be specific improvements in the place.

Okay, so how 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 between "problem" and "surprise" color.

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 flow 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 and the problem is 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 early stage function 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 can effectively complete a user experience map. Hope for everyone to help, but can not be reproduced at random oh.