{"id":4330,"date":"2016-11-07T21:55:55","date_gmt":"2016-11-07T21:55:55","guid":{"rendered":"https:\/\/marvel7077.wpengine.com\/?p=4330"},"modified":"2020-12-13T22:45:12","modified_gmt":"2020-12-13T22:45:12","slug":"how-to-build-an-experience-map","status":"publish","type":"post","link":"https:\/\/shopjessicabuckley.com\/blog\/how-to-build-an-experience-map\/","title":{"rendered":"How to Build an Experience Map"},"content":{"rendered":"<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">An <strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">experience map<\/strong> shows the journey a customer has while experiencing a product or service. It also shows what competitors and your business are doing relative to this journey.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Mapping the experience from a customer perspective helps organisations identify strategic opportunities, customer pain-points and generate innovative projects.<\/p>\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">Why build an experience map?<\/h3>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">An Experience map helps the organisation to see the bigger picture, and make decisions about where to focus activity based on research. By seeing the bigger picture, you\u2019re able to:<\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li>Identify projects and build a road map of work<\/li>\n<li>Identify opportunities for innovation<\/li>\n<li>Understand where the user experience is currently being well supported<\/li>\n<\/ul>\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">Carrying out the research<\/h3>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><center><\/p>\n<div id=\"attachment_4331\" style=\"width: 433px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-4331\" class=\"size-full wp-image-4331\" src=\"https:\/\/marvel7077.wpengine.com\/wp-content\/uploads\/2016\/11\/1-9Nvg8xqMhZWNK_hEfY6IKA.png\" alt=\"Interview Questions\" width=\"423\" height=\"317\" \/><p id=\"caption-attachment-4331\" class=\"wp-caption-text\">A typical question in user research<\/p><\/div>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><\/center>There are many types of research you can use to help build the map. Some of these include:<\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li>Ethnographic research<\/li>\n<li>In-depth interviews<\/li>\n<li>Guerilla research<\/li>\n<\/ul>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The way you run the research can influence the quality of data you collect. I\u2019m not going to cover user research methodologies as that is a whole different topic. If you want to read more about how to conduct user research I recommend reading Interviewing Users by Steve Portigal.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">In a perfect world, you should transcribe all audio recordings of interviews for analysis. Analysing this amount of data can take weeks depending on the amount of research carried out. This isn\u2019t ideal in a world where budget constraints and being first to market are important.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">An alternative approach is having two people conduct the interviews. Have one person in charge of interviewing while the other types detailed notes. You can then use these notes for analysis.<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\"The way you run the research can influence the quality of data you collect.\"<\/p><\/span><\/blockquote>\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">Analysing the research<\/h3>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Next, open up an excel document or google sheet. Comb through the notes and extract what people are doing, feeling and thinking.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">It\u2019s important to phrase these extractions in a structured manner, from the users\u2019 point of view.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Doing: I \u201cVerb\u201d \u2026 Example: <strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">I complain about item<\/strong><br \/>\nFeeling: I feel \u2026 Example: <strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">I feel angry at broken item<\/strong><br \/>\nThinking: I believe \u2026 Example: <strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">I believe the quality of the item is poor<\/strong><\/p>\n<div id='gallery-1' class='gallery galleryid-4330 gallery-columns-1 gallery-size-full'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Buying-Behaviour.png'><img loading=\"lazy\" decoding=\"async\" width=\"1423\" height=\"764\" src=\"https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Buying-Behaviour.png\" class=\"attachment-full size-full\" alt=\"buying-behaviour\" aria-describedby=\"gallery-1-4333\" srcset=\"https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Buying-Behaviour.png 1423w, https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Buying-Behaviour-600x322.png 600w, https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Buying-Behaviour-768x412.png 768w\" sizes=\"auto, (max-width: 1423px) 100vw, 1423px\" \/><\/a>\n\t\t\t<\/dt>\n\t\t\t\t<dd class='wp-caption-text gallery-caption' id='gallery-1-4333'>\n\t\t\t\tExample notes + analysis of someone buying a washing machine\n\t\t\t\t<\/dd><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Once you finish the analysis, write all the behaviours and feelings on post-its. Remove the \u201cI\u201d in what people are doing and \u201cI feel\u201d in feelings to help make the map less cluttered and more legible.<\/p>\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">Grouping the behaviours and feelings<\/h3>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Group what people are doing (behaviours) and feeling based on customers objectives. Depending on the product or service you might have 40\u201380 objectives. An example of an objective might be when people \u201cPay for an item\u201d.<\/p>\n<div id='gallery-2' class='gallery galleryid-4330 gallery-columns-1 gallery-size-full'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Actions-and-feelings.png'><img loading=\"lazy\" decoding=\"async\" width=\"1128\" height=\"710\" src=\"https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Actions-and-feelings.png\" class=\"attachment-full size-full\" alt=\"actions-and-feelings\" aria-describedby=\"gallery-2-4334\" srcset=\"https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Actions-and-feelings.png 1128w, https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Actions-and-feelings-600x378.png 600w, https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Actions-and-feelings-768x483.png 768w\" sizes=\"auto, (max-width: 1128px) 100vw, 1128px\" \/><\/a>\n\t\t\t<\/dt>\n\t\t\t\t<dd class='wp-caption-text gallery-caption' id='gallery-2-4334'>\n\t\t\t\tWhat people are doing and feeling when they pay for an item\n\t\t\t\t<\/dd><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">Prioritising the behaviours and feelings<\/h3>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Sitting underneath the objectives should be what people are doing (behaviours), positive feelings and negative feelings.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Prioritise individual behaviours and feelings on the order that best fits the objective, or the most frequently identified comments in your notes.<\/p>\n<div id='gallery-3' class='gallery galleryid-4330 gallery-columns-1 gallery-size-full'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Objective-oriented.png'><img loading=\"lazy\" decoding=\"async\" width=\"1064\" height=\"702\" src=\"https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Objective-oriented.png\" class=\"attachment-full size-full\" alt=\"objective-oriented\" srcset=\"https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Objective-oriented.png 1064w, https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Objective-oriented-600x396.png 600w, https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Objective-oriented-768x507.png 768w\" sizes=\"auto, (max-width: 1064px) 100vw, 1064px\" \/><\/a>\n\t\t\t<\/dt><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">Ordering objectives<\/h3>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">No one customer will demonstrate all behaviours you identify while experiencing a product or service. The map represents all behaviours, feelings and thoughts by all customers. Also not all people do these objectives in any given order.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">It\u2019s up to you to make a judgement on the order of these objectives based on the research. Once you have ordered the objectives break them into groups or stages of an experience.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Name the stages using a verb in the present continuous (i.e. <strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">verb<\/strong> + <strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\u201cing\u201d<\/strong>) to capture behaviours that happen over a period of time.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Examples of stages: Choosing, Buying etc<\/p>\n<div id='gallery-4' class='gallery galleryid-4330 gallery-columns-1 gallery-size-full'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Ordering-Objectives.png'><img loading=\"lazy\" decoding=\"async\" width=\"1170\" height=\"764\" src=\"https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Ordering-Objectives.png\" class=\"attachment-full size-full\" alt=\"ordering-objectives\" srcset=\"https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Ordering-Objectives.png 1170w, https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Ordering-Objectives-600x392.png 600w, https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Ordering-Objectives-768x501.png 768w\" sizes=\"auto, (max-width: 1170px) 100vw, 1170px\" \/><\/a>\n\t\t\t<\/dt><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\"No one customer will demonstrate all behaviours you identify while experiencing a product or service.\"<\/p><\/span><\/blockquote>\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">Mapping the business<\/h3>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Getting a representative from each part of the business in a room will help you capture <strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">attributes of the product that are supporting or failing to support user behaviours.<\/strong><\/p>\n<div id='gallery-5' class='gallery galleryid-4330 gallery-columns-1 gallery-size-full'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Good-and-bad-attributes.png'><img loading=\"lazy\" decoding=\"async\" width=\"1507\" height=\"1067\" src=\"https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Good-and-bad-attributes.png\" class=\"attachment-full size-full\" alt=\"good-and-bad-attributes\" aria-describedby=\"gallery-5-4337\" srcset=\"https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Good-and-bad-attributes.png 1507w, https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Good-and-bad-attributes-600x425.png 600w, https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Good-and-bad-attributes-768x544.png 768w, https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Good-and-bad-attributes-1500x1062.png 1500w\" sizes=\"auto, (max-width: 1507px) 100vw, 1507px\" \/><\/a>\n\t\t\t<\/dt>\n\t\t\t\t<dd class='wp-caption-text gallery-caption' id='gallery-5-4337'>\n\t\t\t\tGood and bad attributes of the business in relation to the map\n\t\t\t\t<\/dd><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">Mapping the competition<\/h3>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Capturing what your competitors are doing well across the whole experience is not easy. The best way to achieve this is carrying out a longitudinal study.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">A longitudinal study is an observational research method in which data and observations are gathered from a number of participants over a period of time.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Diary studies are my favoured form of longitudinal research. They can last a course of weeks or months. This study will capture interactions that may be invisible to your organisation\u200a\u2014\u200afor example contacting competitors for a price.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">In this scenario we\u2019re looking for a series of delightful moments when interacting with a product or service to build out where competitors are doing well. The most convenient way of collecting these moments is by getting participants to use a mobile app. One app that is worthwhile having a look at is <a class=\"link link--blue fontWeight-4\"href=\"http:\/\/nativeye.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">nativeye<\/a>.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">An alternative to a diary study is carrying out competitor analysis through desk research. It will however, produce significantly fewer insights of what your competitors are offering to their customers.<\/p>\n<div id='gallery-6' class='gallery galleryid-4330 gallery-columns-1 gallery-size-full'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Competitor-analysis.png'><img loading=\"lazy\" decoding=\"async\" width=\"1127\" height=\"752\" src=\"https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Competitor-analysis.png\" class=\"attachment-full size-full\" alt=\"competitor-analysis\" srcset=\"https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Competitor-analysis.png 1127w, https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Competitor-analysis-600x400.png 600w, https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Competitor-analysis-768x512.png 768w\" sizes=\"auto, (max-width: 1127px) 100vw, 1127px\" \/><\/a>\n\t\t\t<\/dt><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">Adding the beliefs<\/h3>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Now it\u2019s time to add what customers believe about your product or service.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Extract what customers are thinking from your analysis and sort similar \u201cthinking\u201d post-its into groups. Name each group with a label that represents all the post-its. These post-its will represent the beliefs people have about the product or service.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">These beliefs should sit outside the map for two reasons. Mixing behaviours, feelings and thoughts disrupts the flow of the map. Also people\u2019s thoughts are what they philosophically think about a product\u200a\u2014\u200anot how they use it.<\/p>\n<div id='gallery-7' class='gallery galleryid-4330 gallery-columns-1 gallery-size-full'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Product-beliefs.png'><img loading=\"lazy\" decoding=\"async\" width=\"1145\" height=\"509\" src=\"https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Product-beliefs.png\" class=\"attachment-full size-full\" alt=\"product-beliefs\" srcset=\"https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Product-beliefs.png 1145w, https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Product-beliefs-600x267.png 600w, https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Product-beliefs-768x341.png 768w\" sizes=\"auto, (max-width: 1145px) 100vw, 1145px\" \/><\/a>\n\t\t\t<\/dt><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">Presenting the map to the business<\/h3>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Once the map is complete, run a workshop with product owners to brainstorm ideas for the road map. Present back the map going through each of the phases including the competitor\/business view.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">It\u2019s easy to forget that business decisions affect real people. When you present back your map to people within your company <strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">you must tell the stories that you heard in the user research.<\/strong><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Communicating stories back to stakeholders will increase the organisation\u2019s empathy towards customers and help them make better decisions in the future.<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\"It\u2019s easy to forget that business decisions affect real people.\"<\/p><\/span><\/blockquote>\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">Identifying opportunities<\/h3>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Gaps will open up showing where the product or service is not meeting the behaviours of customers. Strategic projects will also become visible by taking into account the competition.<\/p>\n<div id='gallery-8' class='gallery galleryid-4330 gallery-columns-1 gallery-size-full'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Identifying-Opportunities.png'><img loading=\"lazy\" decoding=\"async\" width=\"1139\" height=\"770\" src=\"https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Identifying-Opportunities.png\" class=\"attachment-full size-full\" alt=\"identifying-opportunities\" srcset=\"https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Identifying-Opportunities.png 1139w, https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Identifying-Opportunities-600x406.png 600w, https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Identifying-Opportunities-768x519.png 768w\" sizes=\"auto, (max-width: 1139px) 100vw, 1139px\" \/><\/a>\n\t\t\t<\/dt><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">Creating a roadmap of work<\/h3>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">No matter how much evidence you put in front of an organisation, when it comes to making a roadmap, you should expect other factors to come into play. An experience map is not a solution for internal politics but it does give you the ability to draw on evidence from customers as you work through priorities.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The first step in creating a road map is prioritising your list of ideas. I recommend using a set of criteria to help you prioritise potential projects. You can give each project a score based on the set of criteria.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Scoring potential projects is a subjective process but using domain experts and any data available will help.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Example criteria:<\/strong> Technical considerations<br \/>\nDomain expert to set score: Development lead<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Use separate tabs to add in commentary from the domain expert to give rationale for each score. Any decision maker that questions a score will then be able to investigate further.<\/p>\n<div id='gallery-9' class='gallery galleryid-4330 gallery-columns-1 gallery-size-full'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Creating-a-roadmap.png'><img loading=\"lazy\" decoding=\"async\" width=\"1196\" height=\"661\" src=\"https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Creating-a-roadmap.png\" class=\"attachment-full size-full\" alt=\"creating-a-roadmap\" srcset=\"https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Creating-a-roadmap.png 1196w, https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Creating-a-roadmap-600x332.png 600w, https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Creating-a-roadmap-768x424.png 768w\" sizes=\"auto, (max-width: 1196px) 100vw, 1196px\" \/><\/a>\n\t\t\t<\/dt><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Prioritising projects isn\u2019t as easy as just giving each one a score. Each initiative is likely to have its own dependencies and constraints. Therefore sometimes it will be more efficient to group some pieces of work together.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">At the end of the day when you have a prioritised list of projects you need to make a plan based on what is practical.<\/p>\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">Template Experience Map<\/h3>\n<div id='gallery-10' class='gallery galleryid-4330 gallery-columns-1 gallery-size-full'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Example-Experience-Map.png'><img loading=\"lazy\" decoding=\"async\" width=\"2000\" height=\"1101\" src=\"https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Example-Experience-Map.png\" class=\"attachment-full size-full\" alt=\"example-experience-map\" aria-describedby=\"gallery-10-4342\" srcset=\"https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Example-Experience-Map.png 2000w, https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Example-Experience-Map-600x330.png 600w, https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Example-Experience-Map-768x423.png 768w, https:\/\/shopjessicabuckley.com\/wp-content\/uploads\/2016\/11\/Example-Experience-Map-1500x826.png 1500w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\" \/><\/a>\n\t\t\t<\/dt>\n\t\t\t\t<dd class='wp-caption-text gallery-caption' id='gallery-10-4342'>\n\t\t\t\tBasic template of an experience map\n\t\t\t\t<\/dd><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">If you would like to build your own experience map you can use an omnigraffle template I created to help you start. You can <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/www.dropbox.com\/s\/f3nes8nzoysoy9i\/Experience%20map.graffle.zip?dl=0\" target=\"_blank\" rel=\"noopener noreferrer\">download it here<\/a>.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><em>This post was originally published on <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/medium.com\/@wnialloconnor\/how-to-build-an-experience-map-5e55b7ee4f32#.h8awvm4jc\" target=\"_blank\" rel=\"noopener noreferrer\">Niall's Medium profile<\/a>.<\/em><\/p>\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">Further reading:<\/h3>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li class=\"LinkSuggestion__LinkSuggestionWrapper-sc-1mdih4x-0 bRwwZe\"><a class=\"link link--blue fontWeight-4\"class=\"LinkSuggestion__Link-sc-1mdih4x-2 dcwLhi\" href=\"https:\/\/shopjessicabuckley.com\/blog\/run-empathy-user-journey-mapping-workshop\/\" target=\"_blank\" rel=\"noopener noreferrer\">How to Run an Empathy &amp; User Journey Mapping Workshop<\/a><\/li>\n<li class=\"LinkSuggestion__LinkSuggestionWrapper-sc-1mdih4x-0 bRwwZe\"><a class=\"link link--blue fontWeight-4\"class=\"LinkSuggestion__Link-sc-1mdih4x-2 dcwLhi\" href=\"https:\/\/shopjessicabuckley.com\/blog\/beginners-guide-user-journey-mapping\/\" target=\"_blank\" rel=\"noopener noreferrer\">A Beginner\u2019s Guide To User Journey Mapping<\/a><\/li>\n<li class=\"LinkSuggestion__LinkSuggestionWrapper-sc-1mdih4x-0 bRwwZe\"><a class=\"link link--blue fontWeight-4\"class=\"LinkSuggestion__Link-sc-1mdih4x-2 dcwLhi\" href=\"https:\/\/shopjessicabuckley.com\/blog\/intro-ux-research\/\" target=\"_blank\" rel=\"noopener noreferrer\">intro to UX Research<\/a><\/li>\n<li class=\"LinkSuggestion__LinkSuggestionWrapper-sc-1mdih4x-0 bRwwZe\"><a class=\"link link--blue fontWeight-4\"class=\"LinkSuggestion__Link-sc-1mdih4x-2 dcwLhi\" href=\"https:\/\/shopjessicabuckley.com\/blog\/user-testing-without-users\/\" target=\"_blank\" rel=\"noopener noreferrer\">User Testing Without Users<\/a><\/li>\n<li class=\"LinkSuggestion__LinkSuggestionWrapper-sc-1mdih4x-0 bRwwZe\"><a class=\"link link--blue fontWeight-4\"class=\"LinkSuggestion__Link-sc-1mdih4x-2 dcwLhi\" href=\"https:\/\/shopjessicabuckley.com\/blog\/10-simple-tips-to-improve-user-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">10 Simple Tips to Improve User Testing<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>An experience map shows the journey a customer has while experiencing a product or service. It also shows what competitors and your business are doing relative to this journey. Mapping the experience from a customer perspective helps organisations identify strategic opportunities, customer pain-points and generate innovative projects. Why build an experience map? An Experience map helps the organisation to see&#8230; <a class=\"link link--blue fontWeight-4\" href=\"https:\/\/shopjessicabuckley.com\/blog\/how-to-build-an-experience-map\/\">Read More &#65515;<\/a><\/p>\n","protected":false},"author":60,"featured_media":4348,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[],"class_list":["post-4330","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-viewpoint"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v15.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"description\" content=\"Create your own experience map to show the journey a customer takes with your\/your competitors product\/service to identify strategic opportunities.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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