Blink: The Fine Art of Creating

Experience Maps

By: Kathryn Kitchen

Ashley Hamilton, Daniel Maldonado, Annika Mak, Angelina Izzo

Group 2 Fa102b Professor Klinkowstein

Intro

● Blink uses Experience Maps to articulate how people interact with a product.

● Experience maps are “a visual representation of the users’ journey over time”

Intro

● Different types of research methods are used to create experience maps, such as:○ longitudinal studies, retrospective interviews,

ethnographic research, and other observational studies.

Group 2 Fa102b Professor Klinkowstein

Intro

● Clearly articulated goals, usage, wants, needs, and

opportunities are included in the creation of the

experience map.

● The fun part is deciding the attributes that best illustrate

the user’s story.

Group 2 Fa102b Professor Klinkowstein

Target Users

● Goals - what user hopes to achieve

● Usage - how often/when/why a user uses a product

● Wants and needs - other features the user could enjoy in the future

● Opportunities - future possibilities to address users’ wants and needs

Group 2 Fa102b Professor Klinkowstein

Engagement with the Product

Scenarios that influence product success:

● Issues with product

● Use of other devices that influence success

● Differing opinions in satisfaction = opportunities to improve

● Opportunities to meet users’ unmet needs

● “Delighters” - features that users would love but didn’t know they need

Group 2 Fa102b Professor Klinkowstein

User Flows

● Phases over time: discover, 1st time use, search, purchase, continuous use

● Shopping experience: search, review, choose product, purchase

● First-time use experience: download, 1st time use, use of product over time

● Finding a restaurant: decision making process to dine out

Group 2 Fa102b Professor Klinkowstein

Influencers

Influencers affect satisfaction and use with a product:

Group 2 Fa102b Professor Klinkowstein

● User goals/needs of product● User expectations of product● Use of devices at different times● Use of different applications● Product failure/success● User understanding of product

● Emotions with product● Physical environmental influencers● Issues with product● Opportunities to meet user needs

Visualization

The data moves to a soft copy format to finesse the details.

● Focus is on attention presentation and messaging finesse● Identifying where to use illustrations to emphasize key points ● Color, font, layout, iconography, and symbols added to convey the data ● Balance words with visualization

Group 2 Fa102b Professor Klinkowstein

Conclusion

If you were given five minutes to talk, how would you summarize which three things everyone should care about? Visual illustration like an experience map is very effective; it’s like a dashboard of the UX, something that helps everyone quickly connect to the data and the user journey. The result is a compelling representation that reveals how users engage with technology and provides insights for design.

Group 2 Fa102b Professor Klinkowstein

This is the fine art of creating a User Journey Map

Group 2 Fa102b Professor Klinkowstein