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Experience Map: how to identify friction points in the user journey?
Thomas Huber
16/1/2023
2min
Design
16/1/2023
2min
Design
TheExperience Map is a tool used to understand users' experiences with a product or service. It visualizes the various touchpoints of the user experience, such as interactions, feelings and results, throughout a user's journey. This helps UX research and UX design teams to identify friction points and find solutions to improve the user experience.
The creation of an Experience Map generally begins with a user research phase. This research phase varies according to user and brand contexts, but is always aimed at understanding user needs, expectations and behaviors. The data gathered during this phase is then used to create a visual representation of the user experience, usually in the form of a step-by-step map.
Designing an Experience Map can be a complex process, which is why many brands call in a UX agency agency to help them with this process. An agency's UX research teams use methods such as surveys, interviews and user testing to understand user needs, expectations and behaviors.
Once theExperience Map had been created, the UX design teams from theUX agency agency's UX design teams can use this tool to identify friction points and define actions to be taken to improve the user experience. This may include modifying the user interface, simplifying the navigation process, or adding functionality to help users accomplish their tasks. By using theExperience Map, brands can ensure that they offer a satisfactory user experience to their customers, which can lead to increased customer satisfaction, loyalty and conversion.
To design a relevant Experience Map, it's important to gather the right user data. The UX research teams atUX agency agency's UX research teams can use methods such as user interviews, user tests, focus groups or shadowing to understand users' needs, expectations and behaviors. Surveys (polls, questionnaires, etc.) are used to gather quantitative data on users, while interviews and user tests are used to gather qualitative data on users.
It's important to note that data collection must be targeted to be effective. The UX research teams atUX agency agency's UX research teams must identify key points in the user experience to target the data to be collected. For example, if you want to understand the friction points when navigating a website, it would be wise to focus on testing these paths. Another example: to understand who the real users of a product are, Google Analytics (or equivalent) may be sufficient.
It's difficult to give a precise percentage gain in conversion using an Experience Map, as this will depend on the specifics of each company and its user journey. However, using an Experience Map to identify friction points and improve the user experience can result in significant conversion gains for companies. Depending on the case, improving the user experience can lead to conversion increases ranging from a few percent to several dozen percent.
Business tools are a special case, as they are generally linked to human processes. In this case, theExperience Map is one side of the same coin. In our experience, the dysfunctions experienced in a relationship with a product/brand generally stem from a problem in human and technical processes. TheExperience Map will therefore be no more than the resonance of another deliverable fromUX research deliverable: The Blueprint service
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