Module 8: User Experience Design
Through User Insights
Why should you use this method?
To maintain a customer-centric mindset
Identify bottlenecks or silos
Quickly spot areas of need
Identify areas of opportunities
What is customer journey mapping?
Customer journey mapping is mapping out every engagement your customer has with your service, brand, product offering. Businesses often have multiple customer journey maps, reflecting a different area where the customer engages with your business or brand.
Overview of a customer journey map:
Identify core user moments: Identify the core moments of engagement for your user
Identify secondary moments: Think about people or factors that influence the user
Order the moments: Consider the order you think your user would likely experience the core and secondary moments and evolve your original journey map by adding, removing, reordering, revising those moments
Some tips on how to focus the moments
Design the opening moment: The beginning of the experience is the perfect opportunity to set the tone and the rules of engagement
Design the closing moment: The ending moment should offer closure by revisiting a prompt or idea from earlier or generate some warm-fuzzies by sharing a moment of gratitude with your users
How can you create a customer journey map?
0. Before you start
Define the persona or the user for the customer journey mapping.
1. Define the stages
Cover all the experiences starting from when the customer becomes aware of the product to sustaining their loyalty with you.
2. Determine the steps
Determine all the steps required by the customer in those stages of your journey.
3. Identify the needs
Finally, based on the emotional shift you want to achieve, identify the user need that will cause that shift.
4. Define the touchpoints
Define all the crucial touchpoints that the user will go through in those steps.
5. Map the emotions
Write down the emotional shift that you would like the user to experience.
6. Repeat for every stage
Repeat steps from 2-6 for every stage of the user journey.
7. Focus on the opening moment
Identify the opening moment of the customer journey and state it to have a clear focus.
8. Focus on the closing moment
Identify the closing moment of the customer journey and state it to have a clear focus.