anna tutak - marks the spot: creating experience maps

(U)X MARKS THE SPOTCREATING EXPERIENCE MAPS

ANNA TUTAK@a2tee

Get a

debit card

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TRIGGER

CLERK

OFFER

CONTRACT

WEBSITE

CALL CENTER

BRICK-AND- MORTAR BANK

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HIGH POINT

TROUBLE SPOT

LOW POINTAdapted from: Adaptive Path

My preciousss...@a2tee

Source: Middle-Earth Enterprises

CUSTOMER SERVICE

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My preciousss...

Source: Middle-Earth Enterprises

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My preciousss...

Source: Middle-Earth Enterprises

EXPERIENCE MAPS

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EXPERIENCE MAPS

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EXPERIENCES…

… are complex

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DOING THINKING FEELING

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EXPERIENCES…

… happen across

TOUCHPOINTS

PERSON(with need)

ORGANIZATION(with stuff)

Adapted from: Adaptive Path

PERSON(with need)

ORGANIZATION(with stuff)

touchpoint

Adapted from: Adaptive Path

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njo

ymen

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@a2tee

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njo

ymen

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Source: User Research blog on gov.uk

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@a2teeSource: User Research blog on gov.uk

EXPERIENCE MAPS

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EXPERIENCE MAPS...

… show the user journey through touchpoints

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- e

njo

ymen

t +

@a2tee

Source: Adaptive Path

Source: EffectiveUI.Inc

Source: Smashing Design

CATALYST FOR IMPROVEMENT

… influences strategy and design

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EXPERIENCE MAPS...

… encourage collaboration

“Work with stakeholders until they know the story so well they are constantly telling and retelling it themselves”

- Dane Howard

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THANK YOU!

ANNA TUTAK@a2tee

RESOURCES USED IN THIS PRESENTATION:

http://adaptivepath.org/ideas/the-anatomy-of-an-experience-map/https://userresearch.blog.gov.uk/https://thenounproject.com/ - for most of the iconshttps://www.smashingmagazine.com/2015/01/all-about-customer-journey-mapping/