Module 8: User Experience Design
Through User Insights
Why should you use this method?
- To reveal opportunities along the customer journey map
- To understand the user experience better
- To gather qualitative data
- To validate hypotheses and break assumptions of the user journey
What are user insights?
Identifying opportunities through user insights are applicable when grounded in customer research, in-depth ethnographic style interviews, and in-context observations. The more ethnographic interviews and context observations are better for qualitative data.
Another approach is to ask the customers to map out their journey for you. Note that the journey is often non-linear for all users. It'll increase their perspective on their experience, which is what is fascinating. The main idea is to spend time with your users to generate informed user insights that reveal opportunities for your journey map.
How to gain user insights regarding your customer journey map?
0. Before you start
Schedule interviews with your users.
1. Prepare a customer journey map
Before the interview, identify the different stages that the customer might go through in their user journey and prepare a customer journey map. You can refer to the customer journey map method card.
2. Identify the actions
During the interview, figure out what is the customer doing at each stage? What actions are they taking to move onto the next stage?
3. Identify the motivations
During the interview, identify why the customer is motivated to keep going to the next stage? What emotions are they feeling? Why do they care?
4. Identify the questions
During the interview, note down the uncertainties, jargon, or other issues preventing the customer from moving to the next stage. What is already obvious about why they would move on to the next stage?
5. Identify the barriers
During the interview, understand the structural process, cost, implementation or other barriers that stand in the way of moving on to the next stage.
6. Re-work on the current journey map
The interview should have validated or broken assumptions on the initial journey map. Re-create a user journey map based on the insights revealed during the interview.
Pen, Paper / Table template, Interviewees