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Mapping User Journeys
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Today, weโre going to learn how user journey mapping helps us identify user pain points. Can anyone tell me what a user journey is?
It's about the steps a user takes when interacting with a product, right?
Exactly! Mapping this journey allows us to visualize user experiences over time. This way, we can pinpoint moments of triumph or frustration, which we call 'moments of truth.' Why do you think understanding these moments is crucial?
Because knowing which points cause frustration can help improve the service!
Correct! Remember, identifying these points helps us create solutions that enhance user satisfaction.
Components of a Service Blueprint
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Now letโs talk about the components of a service blueprint. Can anyone list the key parts?
User actions and frontstage interactions are two of them.
Thatโs right! The blueprint also includes backstage processes and support processes. Letโs think of a scenario. If a user is booking a practice session online, what could their user actions include?
Tapping to open the app and selecting the date!
Great examples! Remember, every user action correlates with a frontstage interaction that the user can see.
Creating a Detailed Journey Map
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Letโs get practical. How do you create a detailed journey map?
We start by selecting a persona and a specific task!
Correct! Whatโs next after selecting a persona?
Identify all the touchpoints connected to that task!
Exactly! Remember, we will also rate the userโs emotional experience at each touchpoint. Why is that important?
To understand how they feel about each part of the journey, so we can improve!
Perfect! Keep in mind that enhancing emotional experiences often leads to overall satisfaction.
Using Emotional Journey Curves
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Next, letโs explore emotional journey curves. Has anyone heard of them?
I think they show how a userโs feelings change during their journey?
Thatโs correct! By plotting these curves, we can visualize ups and downs in user emotions. What do we call those critical points?
Moments of truth?
Exactly! Recognizing these moments allows us to focus on improving user satisfaction.
Introduction & Overview
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Quick Overview
Standard
In this section, we explore user journey mapping and service blueprinting, emphasizing the need to visualize user interactions and emotions at various touchpoints. By analyzing user actions and integrating backend processes, teams can enhance user experiences.
Detailed
User Journey and Service Blueprinting
Mapping user journeys is an essential process for uncovering pain points and improvement opportunities within a service. This involves understanding how users interact with a product or service over time and identifying the emotions they experience. By plotting emotional journey curves, teams can find critical 'moments of truth,' where user experiences significantly peak or drop.
Service Blueprint Components
The service blueprint includes:
- User Actions: The steps users take while interacting with the service.
- Frontstage: Visible interactions that users have with the system or staff.
- Backstage: Internal processes that support the user experience but are not visible to the users.
- Support Processes: The tools, policies, and infrastructure that support the service delivery.
Creating a Detailed Journey Map
To create a journey map, follow these steps:
1. Select a persona and a specific task.
2. Identify all touchpoints associated with the task.
3. Rate the emotional experience at each touchpoint, using a scale from -5 to +5.
4. Overlay the service blueprint to demonstrate how backend processes and system interactions affect user experience.
For example, in a scenario where Aisha (the persona) books a practice slot using a mobile app, her actions, emotional response, frontstage interactions (like app notifications), and backstage processes (e.g., database synchronization) all need to be visualized to improve service quality.
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Understanding the User Journey
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Mapping journeys uncovers pain points and improvement opportunities across touchpoints.
Detailed Explanation
The user journey is a visual representation of the steps users take to interact with a product or service. By mapping these journeys, we can identify the different experiences users have at each touchpoint, which are the moments they interact with the product. Each interaction may highlight potential pain pointsโareas where users might struggle or feel frustratedโthus revealing opportunities for improvement. This helps designers and developers focus their efforts on the aspects of the product that need enhancement to ensure a better user experience.
Examples & Analogies
Think of the user journey as a road trip map. If you were planning a trip, you would want to know the best routes to take, places to stop, and potential hazards along the way. By mapping this journey, you can avoid getting lost in unfamiliar areas or running into traffic jams. Similarly, in user experience design, mapping the user's journey helps avoid 'traffic jams' or friction points for users, allowing for a smoother overall experience.
Emotional Journey Curves
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Plot user emotion (positive to negative) over time to reveal 'moments of truth' where experience peaks or dips.
Detailed Explanation
Emotional journey curves visualize the fluctuations in a user's feelings about their experience as they interact with the product over time. By tracking these emotions, we can pinpoint critical momentsโ'moments of truth'โwhen the user's experience reaches a peak (such as joy or satisfaction) or a dip (such as frustration or disappointment). These insights help teams understand what elements of the experience resonate well with users and identify problematic areas that require immediate attention.
Examples & Analogies
Consider planning a surprise birthday party for a friend. Initially, thereโs excitement while organizing the event, but if something goes wrong, like the cake getting ruined, there may be frustration. If the party turns out to be an incredible success, then joy returns. The emotional journey curve of this experience would show peaks of happiness, dips of stress, and a final peak of joy, illustrating how each moment contributed to the overall experience.
Components of a Service Blueprint
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Service Blueprint Components
- User Actions: Steps taken externally.
- Frontstage: Visible system or staff interactions.
- Backstage: Internal processes enabling service.
- Support Processes: Tools, policies, and infrastructure required.
Detailed Explanation
A service blueprint outlines the essential components that contribute to a service's effectiveness. It typically includes four main categories: 1) User Actions: These are the steps taken by users as they interact with the service; 2) Frontstage: This covers all visible parts of the service interaction, such as staff members or digital interfaces that users can see; 3) Backstage: These are the internal processes and behind-the-scenes operations that support user actions but are not visible to the user; 4) Support Processes: These are the tools, resources, and policies that help facilitate the service delivery. Understanding these components helps organizations streamline their processes and enhance the overall user experience.
Examples & Analogies
Imagine a restaurant. The user actions would include a customer entering the restaurant, ordering food, and receiving their meal. The frontstage is everything visible to the customer, like the menu and wait staff taking orders. The backstage encompasses the kitchen staff preparing the food and the inventory management system. Finally, the support processes could include the restaurant's reservation system and supply chain for ingredients. A service blueprint for this restaurant would clarify how each part works together to create an enjoyable dining experience.
Creating a Detailed Journey Map
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- Select Persona & Task: E.g., Aisha booking a practice slot.
- Identify Touchpoints: Mobile app, coach interaction, calendar reminders.
- Emotional Track: Rate each touchpoint from โ5 to +5.
- Service Blueprint Overlay: Show how internal processes (database sync) affect user experience.
Detailed Explanation
Creating a detailed journey map involves several clear steps. First, you select a persona and a specific task they will be completing, in this case, booking a practice slot, to guide your mapping. Next, you identify the touchpoints the user will interact with throughout the process, which might include the mobile app, conversations with their coach, or calendar reminders. Then, you assess the emotional experience at each touchpoint, rating it on a scale from -5 (very negative) to +5 (very positive), to see where users may feel satisfied or frustrated. Finally, you can overlay a service blueprint to visualize how internal processes support or complicate these touchpoints, ultimately affecting the user's overall experience.
Examples & Analogies
Think of the journey map as planning a day out. You decide to take a day off to go to an amusement park. First, you will choose a friend (your persona) and decide which rides (tasks) to prioritize. The touchpoints might be buying tickets online, waiting in line for rides, and eating at the food stalls. As you move through the day, you might feel excited when you arrive, anxious while waiting in line, and thrilled on the roller coaster. By rating each moment, you can reflect on what made your day enjoyable or stressful, allowing you to plan better for your next visit.
Example Snippet of User Journey
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Stage User Action Emotion Frontstage Backstage
Open Taps app icon +2 App splash Load user data
App screen
Sync Waits for sync โ1 Loading animation API call to server
Data
Confirm Sees confirmation +3 Toast notification Update local database
Detailed Explanation
This snippet illustrates how to analyze a specific user journey by mapping out the user's actions, their associated emotions, and the frontstage and backstage interactions during that journey. For each stage in the user's interaction with the app, there are specific emotions tied to their actions. The open stage shows excitement (+2) when they tap the app icon, and this relates to frontstage elements like the app splash screen. As the user waits for the sync, their emotion dips to -1, highlighting frustration during the loading process, while backstage activities involve server interactions. Lastly, upon confirming the sync, there's satisfaction (+3) as they receive a notification, showing how frontstage and backstage actions come together to affect the user's feelings throughout the experience.
Examples & Analogies
Consider the experience of checking a bank app. When you first tap to open the app, there's anticipationโsimilar to the excitement of checking your bank balance before a planned shopping spree. If the app takes a long time to load, frustration sets in, like waiting in a long line at the bank. Finally, when the app confirms your balance, relief and happiness replace your earlier stress, much like leaving the bank with cash in your pocket after a successful transaction. Each action's corresponding emotion helps in devising ways to enhance that overall process.
Definitions & Key Concepts
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Key Concepts
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User Journey: A visualization of the steps a user takes when interacting with a service.
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Service Blueprint: A detailed representation of a service process that includes user actions, frontstage interactions, and backstage processes.
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Moments of Truth: Key points in the user journey that dramatically affect user experience.
Examples & Real-Life Applications
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Examples
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An example of a user journey could be Aisha using a mobile app to book a basketball practice slot. Her journey includes opening the app, selecting a date, waiting for sync, and confirming the booking.
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In her journey, moments of truth might occur when she receives confirmations or when the app experiences delays.
Memory Aids
Use mnemonics, acronyms, or visual cues to help remember key information more easily.
๐ต Rhymes Time
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To know how users flow, we map their next move and show, emotions that rise, and moments that surprise!
๐ Fascinating Stories
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Imagine a runner named Aisha who takes a path through a forest. As she runs, joyful moments of beautiful scenery inspire her while dark patches of rocky trails make her stumble. Mapping her journey helps us see how to improve her running path.
๐ง Other Memory Gems
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Remember the acronym 'MUPS' for mapping user experiences: Moments, User actions, Processes, and Service blueprint.
๐ฏ Super Acronyms
JUMP
- Journey Understanding Mapping Process
- to help remember the steps in user journey mapping.
Flash Cards
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Glossary of Terms
Review the Definitions for terms.
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Term: User Journey
Definition:
The steps a user takes when interacting with a product or service, including their emotions at each step.
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Term: Service Blueprint
Definition:
A diagram that visually represents the service process, outlining user actions, frontstage, backstage, and support processes.
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Term: Moments of Truth
Definition:
Critical points in the user journey where the experience peaks or dips significantly.