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Understanding Persona Selection
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Today we're going to start our journey mapping by selecting a persona. Can anyone explain why it's important to use a persona?
Using a persona helps us focus on real user needs.
Exactly! By focusing on a real user, like Aisha, we can tailor our journey map to reflect her specific feelings and motivations. Let's think about what task she might be trying to achieve.
She could be booking a practice slot for her basketball team.
Great example! Selecting the right task is the first step in understanding how Aisha interacts with our product.
What if we choose the wrong persona?
To remember this, think of PERSPECTIVEโ **P**ersona, **E**ngagement, **R**esearch!
Identifying Touchpoints
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Now that we have our persona and task, we move on to identifying touchpoints. Can anyone list some potential touchpoints for Aisha while booking her basketball practice?
She would start on her mobile app to check available slots.
Then she would probably talk to her coach about the timing.
Exactly! It's crucial to map out these interactions because they highlight how Aisha experiences each stage of the booking process.
What should we do next with the touchpoints?
To remember, think of EMOโ **E**motions, **M**apping, **O**ptimizing!
Emotional Tracking
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Let's delve into emotional tracking. Why do you think this is a significant part of the journey mapping process?
Because it helps us see where users might be frustrated or happy during their journey.
Good point! By rating emotional responses from -5 to +5, we can visualize emotional peaks and troughs. Now, can anyone give me an example of a touchpoint where Aisha might feel frustrated?
Wait times for the app to sync can be quite frustrating!
Remember, these peaks in emotions can be memorized with HILLโ **H**ighs **I**dentify **L**owest **L**apses.
Service Blueprint Overlay
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Finally, weโll finalize our journey map with a service blueprint overlay. What do you think that means?
It's about showing how back-end processes affect user experiences?
A great way to recall this connection is with FLOWโ **F**unction, **L**evel of change, **O**pportunities, **W**e must address!
Introduction & Overview
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Quick Overview
Standard
In this section, we explore the steps involved in creating detailed user journey maps. This process includes selecting a persona and task, identifying touchpoints, tracking emotional responses, and overlaying service blueprints to enhance the user experience.
Detailed
Create a Detailed Journey Map
Creating a detailed journey map is a crucial task in user experience design. This exercise helps visualizing the user's journey through various stages and interactions with a product. A journey map typically includes the following key elements:
- Select Persona & Task: Choose a persona, such as Aisha, and determine the task she wants to accomplish, e.g., booking a practice slot.
- Identify Touchpoints: These are the specific interactions the user has at various stages, such as using a mobile app, interacting with a coach, or receiving calendar reminders.
- Emotional Track: Rate the emotional responses associated with each touchpoint, which can range from -5 (very negative) to +5 (very positive). This emotional journey helps spotlight critical moments that may require improvement.
- Service Blueprint Overlay: Illustrate how the internal processes, such as database synchronization, impact the user's overall experience. This can reveal inefficiencies or areas that enhance user satisfaction.
Through journey maps, designers can identify pain points, highlight potential improvements, and ultimately, create a more user-centered product.
Audio Book
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Step 1: Select Persona & Task
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- Select Persona & Task: E.g., Aisha booking a practice slot.
Detailed Explanation
The first step in creating a detailed journey map involves identifying which persona you are mapping and what specific task they are trying to accomplish. For example, we may choose a persona named Aisha, who is a student looking to book a practice slot for basketball. This selection is crucial because it focuses our attention on a specific user and their experience with a particular task.
Examples & Analogies
Imagine you're planning a vacation. Before booking anything, you decide who you're going with (your travel companions, similar to selecting a persona) and what your main goal is (like relaxing on the beach, which is akin to identifying the task). This helps in making informed decisions throughout the planning process.
Step 2: Identify Touchpoints
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- Identify Touchpoints: Mobile app, coach interaction, calendar reminders.
Detailed Explanation
The next step is to identify the touchpoints, which are the various locations or interactions where the persona engages with the service or product. For Aisha, the touchpoints might include using a mobile app to book her practice slot, communicating with her coach to confirm the slot, and setting calendar reminders to keep track of her practice schedule. Understanding these touchpoints helps you see where users interact with your product and where improvements may be needed.
Examples & Analogies
Think of touchpoints as the stops on a bus route. Each stop allows passengers (users) to get on or off, facilitating their journey from point A to point B. Identifying these stops helps in understanding how passengers navigate the route, just like understanding touchpoints helps in enhancing a userโs journey.
Step 3: Emotional Track
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- Emotional Track: Rate each touchpoint from โ5 to +5.
Detailed Explanation
In this step, you will assess the emotions that the user experiences at each identified touchpoint. This can be ranked on a scale from -5 (very negative experience) to +5 (very positive experience). For instance, Aisha might feel very excited (+5) when she successfully books her slot through the app, but might feel frustrated (-2) if the app takes too long to load. Mapping these emotions provides insight into how users feel during their journey.
Examples & Analogies
Picture riding a roller coaster: the climbing part is filled with anxious anticipation (negative emotions), while the rush of going down brings sheer joy (positive emotions). Keeping track of these emotion phases helps understand the overall experience, similar to how you would map user emotions during their interactions with your service.
Step 4: Service Blueprint Overlay
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- Service Blueprint Overlay: Show how internal processes (database sync) affect user experience.
Detailed Explanation
The final step is to create a service blueprint overlay that highlights how internal processes influence the user's experiences. This means showing how backend operationsโlike the synchronization of databasesโimpact the interaction that Aisha has with the app. If the app takes too long to sync data, it could lead to a negative experience for her. Understanding these behind-the-scenes processes is vital for improving the overall user engagement.
Examples & Analogies
Think of a restaurant: the visible part is the dining room where customers eat, while the kitchen is where the food is prepared. If there are delays in the kitchen (internal processes), it directly affects the customer experience (service). The blueprint overlay helps identify those kitchen processes to improve dining service.
Definitions & Key Concepts
Learn essential terms and foundational ideas that form the basis of the topic.
Key Concepts
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Persona: A representation of a user based on research.
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Touchpoint: Interaction points between a user and a product.
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Emotional Tracking: Measuring user emotions at each touchpoint.
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Service Blueprint: A visual framework illustrating user interactions and internal processes.
Examples & Real-Life Applications
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Examples
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Aisha uses her mobile app to check basketball practice times.
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Aisha experiences frustration when the app takes too long to sync data.
Memory Aids
Use mnemonics, acronyms, or visual cues to help remember key information more easily.
๐ต Rhymes Time
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When a persona is near, user needs are clearโ their journey we map, to catch every gap!
๐ Fascinating Stories
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Imagine Aisha, an eager basketball player, trying to book her practice online. Each step brings excitement but also frustration when the app malfunctionsโthis journey uncovers the highs and lows of user experience!
๐ง Other Memory Gems
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Remember the steps of journey mapping with MAPS: Map emotions, Assess touchpoints, Plan improvements, and Synchronize processes.
๐ฏ Super Acronyms
Use the acronym TIPS for journey mapping
- **T**ouchpoints
- **I**nternal processes
- **P**ersona
- **S**ervice Blueprint.
Flash Cards
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Glossary of Terms
Review the Definitions for terms.
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Term: Persona
Definition:
A fictional character created based on user research to represent user needs and behaviors.
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Term: Touchpoint
Definition:
Any interaction or point of contact between a user and a product or service.
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Term: Emotional Journey
Definition:
A representation of a user's emotional responses throughout their experience with a product.
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Term: Service Blueprint
Definition:
A visual framework that illustrates the touchpoints and the internal processes supporting user journey.
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Term: User Experience (UX)
Definition:
The overall experience a person has when using a product, especially in terms of how pleasant or efficient it is.