How mapping methods can help structure user information
Developing a digital product requires precise knowledge of its potential users. Usability tests, focus groups, analytics data, and Interviews result in a wealth of information that is difficult to keep track of. Especially when it comes to sharing this information in multidisciplinary teams or with stakeholders, it becomes confusing.
Therefore, we work with different mapping methods that help us to structure and visualize information at the same time.
Which methods do we use?
Customer Journey Map
We use the customer journey map to summarize information about a customer experience – from the first contact through the entire usage process. The aim is to identify key contact points with the product and to shed more light on them. In this way, problems can be identified at an early stage and the user experience can be sustainably improved.
Empathy Map
With the Empathy Map, we take a closer look at the user's world of thoughts and perceptions. Seeing, hearing, saying and doing, thinking and feeling, fears and hurdles, as well as wishes and motives are the focus here. Unlike other mapping methods, however, these aspects are not sorted chronologically or put into a process sequence. In order to develop a common understanding of the user, we work out this information in multidisciplinary workshops – preferably together with customers and stakeholders.
Experience Map
If we want to develop a product from scratch, the experience map can help us explore insights into process steps, user needs and behavior. Here we look in detail at human behavior to find solutions to specific problems. We often use this method as a preliminary work to the Customer Journey Map.
Service Blueprint
If we determine in the customer journey map that a user experience extends across different services, processes, information sources or internal departments, it is helpful to analyze these processes in more detail. With the Service Blueprint, we can visualize these processes and help to reconcile dependencies in order to positively develop the user experience.
Which methods are target-oriented?
Not all mapping methods are necessarily required for the development of a digital product. Their use depends primarily on the insights to be gained from them. However, they have proven to be particularly helpful tools when it comes to developing a better understanding of users together with customers and stakeholders and, with their support, unerringly developing suitable solutions.