Experience Maps
Detail the steps involved in the current experience to identify pain points and opportunities to improve a service
An experience map illustrates the different touchpoints through which a user interacts with your organisation, product or service.
It is designed to give stakeholders more understanding of – and empathy for – customers as it highlights the steps they take, noting difficulties, pain points and other experiences along the way.
The experience depicted in the map tells an engaging story, supported by accompanying emotions and attitudes.
To create the map we first define each service touchpoint, online and offline, that a particular user (or group of users) experiences. We then visually connected the touchpoints to represent the end-to-end customer experience.
Opportunities for service improvement may be annotated onto these maps as well. The data presented on the map is determined by available user research insights.
The U1 Toolkit
To provide you with the clearest possible insights and help you deliver real outcomes, we tailor each project to include the right methods and activities from our extensive toolkit.
