anna tutak - marks the spot: creating experience maps
TRANSCRIPT
(U)X MARKS THE SPOTCREATING EXPERIENCE MAPS
ANNA TUTAK@a2tee
Get a
debit card
@a2tee
TRIGGER
CLERK
OFFER
CONTRACT
WEBSITE
CALL CENTER
BRICK-AND- MORTAR BANK
@a2tee
HIGH POINT
TROUBLE SPOT
LOW POINTAdapted from: Adaptive Path
My preciousss...@a2tee
Source: Middle-Earth Enterprises
CUSTOMER SERVICE
@a2tee
My preciousss...
Source: Middle-Earth Enterprises
@a2tee
My preciousss...
Source: Middle-Earth Enterprises
EXPERIENCE MAPS
@a2tee
EXPERIENCE MAPS
@a2tee
EXPERIENCES…
… are complex
@a2tee
DOING THINKING FEELING
@a2tee
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
- e
njo
ymen
t +
@a2tee
- e
njo
ymen
t +
@a2tee
Source: User Research blog on gov.uk
@a2tee
@a2tee
@a2teeSource: User Research blog on gov.uk
EXPERIENCE MAPS
@a2tee
EXPERIENCE MAPS...
… show the user journey through touchpoints
@a2tee
- e
njo
ymen
t +
@a2tee
Source: Adaptive Path
Source: EffectiveUI.Inc
Source: Smashing Design
CATALYST FOR IMPROVEMENT
… influences strategy and design
@a2tee
EXPERIENCE MAPS...
… encourage collaboration
“Work with stakeholders until they know the story so well they are constantly telling and retelling it themselves”
- Dane Howard
@a2tee
@a2tee
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/