4 October 2013

A guide to experience mapping

Designing and delivering customer-focused services relies on a deep understanding of the customers themselves. Personas are one technique to reach this goal, but tell only one side of the story. Experience maps — on the other hand — put the journey and experience of customers in the context of the service.

As services become increasingly complex and encompass more and more digital touchpoints, tools which can capture and present the holistic customer experience become crucial. The experience map does just that.

San Francisco-based Adaptive Path have long championed experience maps, and have put together a guide in which they share their thoughts on their value, and how to create them. As they describe them, “… an experience map is a strategic tool for capturing and presenting key insights into the complex customer interactions that occur across experiences with a product, service, or ecosystem. At the heart of an experience map lies the customer journey model, an archetypal journey created from an aggregate of all customers going from point A to point B as they attempt to achieve a goal or satisfy a need.”

Experience maps are composed of several building blocks: “Devices”, “Relationships”, “Place”, “Time” and “Touchpoints”, and rely heavily on both research and collaboration to be comprehensive and accurate. The step-by-step guide is useful for those entirely new to the technique, or those wishing to enrich more traditional customer journey maps that they are already familiar with.

Source: “Adaptive Path’s guide to experience mapping” (via Slideshare)


Customer journey (11), Methodologies (11), Service design (41), User experience (39)

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