using experience maps to improve both promise and process

EXPERIENCE MAPS

mStoner

June 2015

Strategy. Research. Branding. User Experience. Content Strategy. Digital and Print Design. User Testing. Technical Execution.

www.mstoner.com

773.305.0537 [email protected] @mStonerInc

Voltaire Santos Miran CEO and Co-Founder @vsantosmiran

1. Principles of experience mapping

2. Examples of experience maps

3. Six things to do before you draw

4. Tools for creating experience maps

5. Using the maps to improve process and promise

1. Principles of experience mapping

So... what’s an experience map?

An experience map is a visual diagram to “illuminate the holistic customer experience, demonstrating the highs and lows people feel while interacting with your product or service.”

– Brandon Schauer, Adaptive Path’s Guide to Experience Mapping

An experience map is a visual representation of the formal research, informal conversations, and stories that you’ve gathered about your audiences.

Experience mapping is the process you use to create an experience map, including . . .

augmenting the map

using the map for content and process strategy

drafting the experience map

conducting interviews + research

KEEP THESE THINGS IN MIND WHEN EXPERIENCE MAPPING:

PURPOSE, PEOPLE, PROCESS, PROMISE

Purpose

Purpose: an experience map should visualize a customer’s experience with a product or service across locations, time, and channels. The focus is your customer or audience, not your service or product.

Purpose: on a web project specifically, an experience map can be a powerful tool for relating web content to different parts of the customer journey … and to identifying areas for improvement that aren’t about your online presence.

People

People: an experience map should lead you to a better understanding of — and empathy with — your audiences. We want to know not just the what, but the when and and how and why.

People: experience mapping can draw stakeholders together and give them a common point of reference — especially important in higher education, where people often work in silos.

Process

Process: experience maps are a means of producing better, more effective interactions.

“A good experience map feels like a catalyst, not a conclusion.“ – Chris Risdon, Design Director @ Adaptive Path

Promise

Promise: experience maps can keep you true to your brand.

Close-knit community? High-tech and high-touch? Support to help you succeed? From here to your future? How do individual experiences support those promises?

2. Examples of experience maps

Experience map example: Rail Europe by Adaptive Path

Wait... what’s Rail Europe?

It’s an online booking system that unifies 35 different railway travel systems that connect

major cities throughout Europe.

This experience map shows the customer journey from research and planning through

post-travel.

• Identifies steps in customer journey, from travel research to post-travel.

• Visualizes multiple methods / devices for investigation.

• Focuses on customers’ feelings, thoughts, and actions.

• Identifies opportunities for improving the experience.

Recap!

Experience map example: Broadband provider selection by EffectiveUI

This experience map example was created for a broadband internet provider.

Let’s take a look!

• Experience map begins with a story and a person.

• Combines thoughts and feelings into one category (they are connected!).

• Identifies service gaps — places where the customer may experience emotional lows.

• Finishes with opportunities for improving the experience.

Recap!

Experience map example: Starbucks by Little Springs Design

This experience map example demonstrates what a person goes through during a purchase at a Starbucks location.

• Each touchpoint is described in detail.

• Establishes customers’ baseline expectations.

• Identifies opportunities to improve the experience.

• Identifies places – in the same touchpoint – where some customers might have a bad experience.

Recap!

Experience map example: Graduate School Selection Process by

mStoner

This experience map example demonstrates the process of a prospective graduate student

transitioning into a current graduate student.

Don’t make them think.The process of exploring and applying should be clear and straightforward.

Allow freedom of process.The experience of applying and deciding where to go for graduate school isn’t linear.

Communicate the brand.Users should experience you as engaging, cosmopolitan, unpretentious, and enthusiastic.

Think beyond the website.The website is one (but only one) of the major touchpoints in what can be a lengthy process.

Stages NARROW CHOICES & APPLY DECIDE & ACCEPT TRANSITIONUNDERSTAND & EXPLORE

Principles

Thinking

Feeling

Opportunities

• Why do I want to do this?• What programs are right for me?• How do my options compare financially?• What will my life be like?• What are my short list of options?

• Who would I be working / studying with?• Should I visit campus?• How will I prepare for interviews?• How many schools should I apply to?

• Is this the best fit for me in terms of goals? Lifestyle? Location? Finances?

• If I get into multiple places and get similar offers, how do I choose?

• How do I prepare for this transition?• What do I need to know about next steps?

• Excitement: this is the next big step in my career!• Frustration: comparing tuition costs is

complicated.• Anticipation: this will be difficult, and may be fun.• Excitement: to work with <specific professor>.

• Apprehension: I need to make sure I get my applications in on time. And I don’t like interviews.

• Excitement: I am closing in on a choice.

• Confidence: I’m making the right choice! • Doubt: Am I making the right choice?• Desire for reassurance: I want to know that I am

making the right choice.

• Relief: I’ve made it through an intense process and am ready for the next step.

• Mixed feelings: there are big life changes ahead and I’m feeling complex emotions.

• Anticipation: what may the future be like?

Visiting .edu sitesReviewing rankings

Performing Google searches, in-site

searches

Investigating jobs and pay ranges possible with

specific degrees

Talking to peers, family, and influencers

Comparing of pros and cons of each option in detail

Completing applications

Reviewing financial aid possibilities Making deposit

Accepting an offer for admission

Talking to professors, admissions counselors,

other graduates

Getting in touch with incoming

classmatesRegistering for classes

Reviewing research and focus choices and

requirements

Likelydestinations

• Departments• Request info• Program pages• Faculty bios

• Research/focus areas• Labs and facilities• Financial aid• Deadlines

• Program requirements• Costs & tuition• Online application• Contact info

• Student Services • Visit information• Check Application

Status

• Financial Aid• Office of the Dean

• Register for classes• Living options• Incoming class info

• Graduate Student Handbook

Give them reasons to choose you.• Emphasize brand differentiators.• Data/infographics about outcomes and success.• Improve program pages / add program filter.

Make transactions speedy.• Confirmation online and in person about

acceptance, financial aid, deposit information.

Make post-admission steps painless.• Provide a great post-application checklist.• Make living options available.• Facilitate interactions between incoming peers.

• Review in-site search data relevant to programs.• Costs and financial aid should be intuitive.• Faculty bios should be current and complete.• Promote your location.

Deciding if now is the right time for grad school

Moving ininvestigating

neighborhoods and housing

Engaging in social

Visiting campus

Principles

Thinking

Feeling

Opportunities

searches

specific degrees

other graduates

requirements

Likelydestinations

Status

Engaging in social

Visiting campus

Principles

Thinking

Feeling

Opportunities

searches

specific degrees

other graduates

requirements

Likelydestinations

Status

Engaging in social

Visiting campus

Principles

Thinking

Feeling

Opportunities

searches

specific degrees

other graduates

requirements

Likelydestinations

Status

Engaging in social

Visiting campus

Principles

Thinking

Feeling

Opportunities

searches

specific degrees

other graduates

requirements

Likelydestinations

Status

Engaging in social

Visiting campus

Principles

Thinking

Feeling

Opportunities

searches

specific degrees

other graduates

requirements

Likelydestinations

Status

Engaging in social

Visiting campus

Principles

Thinking

Feeling

Opportunities

searches

specific degrees

other graduates

requirements

Likelydestinations

Status

Engaging in social

Visiting campus

Principles

Thinking

Feeling

Opportunities

searches

specific degrees

other graduates

requirements

Likelydestinations

Status

Engaging in social

Visiting campus

• This map draws heavily from Adaptive Path’s railway model with variations to suit the application of the information.

• Icons in the Doing section help visualize customer actions.

• We connect each phase to likely destinations on the web to help make the strategy actionable.

Recap!

Principles

Thinking

Feeling

Opportunities

searches

specific degrees

other graduates

requirements

Likelydestinations

Status

Engaging in social

Visiting campus

3. Six things to do before you draw

1Revisit the stories and conversations that you know.

Remember and review notes from one-on-ones that you’ve had with people from your target audiences or with people who work with your target audiences.

2Review any brand, marketing studies or research your institution has performed with the audience group you’re mapping.

Market research often has a shelf life of five to 10 years, depending on the methodology.

Reviewing past market research may give you insight into how your audiences think.

3Talk to the people who answer the phones and calls.

Get anecdotal information from the people on the front lines — those who answer the phones and respond to emails from your constituents every day.

4Talk to leadership in different areas.

Talk to subject matter experts in your institution. For example, deans or department chairs might have a different point-of-view than leadership in admissions.

5Review any relevant site and microsite analytics.

Site analytics and search logs give you insight into what your audiences find valuable – and may help identify weak areas on your current site.

6See what else is out there.

What are other leaders in education are saying about the audience (current students, prospective students, alumni) that you’re trying to reach? What external research on usability or user experience can you tap?

7Plan some personas.

Persona work makes doing experience maps easier. Experience maps are a kind of quick reference for what someone goes through, and personas are a quick reference for who goes through the process.

GraduateStudent Personas

The Faculty Fan Career Climber Credential-Seeker

Academic Rock Star Free Rider B+ Student Life Changer

CAREER CLIMBER Mary Vazquez Attended Northeastern University 29 years old

Mary works full-time for a government agency in Boston. She was born and raised in Boston, and plans to stay. She would like to move into a manager-level position at her current agency or next job and she believes that a graduate degree will help her move to the next level.

GOALS •Wants to be able to move to the next level of her

career. •Wants to be recognized as an employee with

potential for further advancement throughout her career.

ATTITUDES •“I want to advance to the next level of my career,

and a graduate degree will help me do that.” •“I work full-time, so I need a graduate program that

will work with my schedule.” •“My agency will pay for part of my tuition, but I will

be paying for the rest of it out of my salary, as I don’t have much savings.”

DECISION FACTORS •Job and placement statistics •Convenience •Cost •Location

CONCERNS •How long will this take me to complete, and how

can I shorten the time without killing myself? •How will this degree be valuable to my current

employer? •How have other graduates found this degree

valuable? •How much are graduates being paid?

IN AN IDEAL EXPERIENCE, MARY WOULD ... •See videos of alumni who have been promoted as a

result of getting their degree •See videos of happy employers •Easily find and understand cost and financial aid

information •See course requirements and schedule information •Find campus information, such as parking,

directions, and likely commute times

INFLUENCERS •Alumni •Colleagues •Supervisor •Senior leadership at next potential job

4. Tools for creating experience maps

Drawing tools

How we picked these tools:

1) It has to be easy to create an experience map with the tool.

2) The tool has to be affordable.

3) The tool has to be vetted / widely accepted in the industry.

Tool Platform Cost

Keynote OSX Free with all macs

PowerPoint OSX or Windows $5 / month

Sketch OSX $79

Illustrator OSX or Windows $19.99 / month with more robust plans

Free icons

Search “free icons” on smashingmagazine.com.

More than 2000 results – many are multi-icon sets.

Sets are important because they usually contain multiple icons you can use.

5. Using maps to improve promise and process

During content production: the experience map can be a reference for using appropriate voice and tone, as well as

for creating editorial calendars.

The process of experience mapping

During design: the experience map can be a reference for how to enable and empower the customer to complete tasks.

During strategy, the experience map can inform information architecture and content models.

During testing: the map can be a reference for making sure a site delivers a premium experience.

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www.mstoner.com773.305.0537

[email protected]

@mStonerInc

?Questions?

Voltaire Santos Miran CEO and Co-Founder @vsantosmiran

Thanks!

using experience maps to improve both promise and process

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