Recently, during an early scoping effort for a project with a new client who needed our help transforming their retail experience, we proposed their considering a journey-mapping exercise. Their response:
“Please! I do not want to see another journey map.”
Were we surprised? Meh. It was only a matter of time.
This response—or perhaps lament might be a better word—came from the client executive who is responsible for leading the effort. I was not at that meeting, but was curious about where this comment came from, so I probed for more detail about the context. There wasn’t much more to learn, but it was clear that this person had experienced a few journey-mapping efforts in the past and failed to see their value. And it confirmed what a lot of us have been expecting. Read More
When your organization’s goal is to differentiate on the experience, you must start every product-development project by defining the experience that you want people to have with your product or service. Companies that differentiate on the experience do not begin by defining feature sets. They first define a vision for the experience outcome that they intend to deliver to their users and customers. Only once your team fully understands the experience outcomes that you want users to have can you make good decisions about what features and technologies would optimally support that vision.
This is the fourth column in our series about what companies must do if they want to stop producing average user experiences and instead design great experiences. As we have already stated in our previous columns, great UX teams focus on differentiating their companies through design. If that’s your goal, you need to work for a company that shares your aspirations. Read More
In actuality, most people spend most of their time on Web sites and apps other than those our organizations have created, and we may not know much about what those experiences are really like. However, your organization can map the customer journey. There is no one right way to map a customer journey. Journey mapping can mean defining an ideal path that we’d like customers to take. Sometimes it means seeking a more nuanced understanding of what people do on a Web site. Less often, we look at an experience globally, mapping touch points for a product or brand, both online and offline.
Whether people are making direct comparisons or just moving from site to site, the most common user experience is the multi-site experience. Booking travel typically involves more than ten sites. Finding a place to eat might involve a mix of sites and apps, very few of which are about the actual dining experience. Even watching a favorite TV show—something we used to think of as a fully engaged or directed activity—can involve other sites. Read More