Anna Tutak - Marks the Spot: Creating Experience Maps
-
Upload
product-development-days -
Category
Business
-
view
36 -
download
0
Transcript of Anna Tutak - Marks the Spot: Creating Experience Maps
![Page 1: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/1.jpg)
(U)X MARKS THE SPOTCREATING EXPERIENCE MAPS
ANNA TUTAK@a2tee
![Page 2: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/2.jpg)
![Page 3: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/3.jpg)
Get a
debit card
![Page 4: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/4.jpg)
@a2tee
![Page 5: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/5.jpg)
TRIGGER
CLERK
OFFER
CONTRACT
WEBSITE
CALL CENTER
BRICK-AND- MORTAR BANK
@a2tee
![Page 6: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/6.jpg)
HIGH POINT
TROUBLE SPOT
LOW POINTAdapted from: Adaptive Path
![Page 7: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/7.jpg)
My preciousss...@a2tee
Source: Middle-Earth Enterprises
![Page 8: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/8.jpg)
CUSTOMER SERVICE
@a2tee
My preciousss...
Source: Middle-Earth Enterprises
![Page 9: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/9.jpg)
@a2tee
My preciousss...
Source: Middle-Earth Enterprises
![Page 10: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/10.jpg)
![Page 11: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/11.jpg)
EXPERIENCE MAPS
@a2tee
![Page 12: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/12.jpg)
EXPERIENCE MAPS
@a2tee
![Page 13: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/13.jpg)
EXPERIENCES…
… are complex
@a2tee
![Page 14: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/14.jpg)
DOING THINKING FEELING
@a2tee
![Page 15: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/15.jpg)
EXPERIENCES…
… happen across
TOUCHPOINTS
![Page 16: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/16.jpg)
PERSON(with need)
ORGANIZATION(with stuff)
Adapted from: Adaptive Path
![Page 17: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/17.jpg)
PERSON(with need)
ORGANIZATION(with stuff)
touchpoint
Adapted from: Adaptive Path
![Page 18: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/18.jpg)
- e
njo
ymen
t +
@a2tee
![Page 19: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/19.jpg)
- e
njo
ymen
t +
@a2tee
![Page 20: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/20.jpg)
Source: User Research blog on gov.uk
![Page 21: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/21.jpg)
@a2tee
![Page 22: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/22.jpg)
@a2tee
![Page 23: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/23.jpg)
@a2teeSource: User Research blog on gov.uk
![Page 24: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/24.jpg)
EXPERIENCE MAPS
@a2tee
![Page 25: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/25.jpg)
EXPERIENCE MAPS...
… show the user journey through touchpoints
@a2tee
![Page 26: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/26.jpg)
- e
njo
ymen
t +
@a2tee
![Page 27: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/27.jpg)
Source: Adaptive Path
![Page 28: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/28.jpg)
Source: EffectiveUI.Inc
![Page 29: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/29.jpg)
Source: Smashing Design
![Page 30: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/30.jpg)
CATALYST FOR IMPROVEMENT
… influences strategy and design
@a2tee
![Page 31: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/31.jpg)
EXPERIENCE MAPS...
… encourage collaboration
“Work with stakeholders until they know the story so well they are constantly telling and retelling it themselves”
- Dane Howard
![Page 32: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/32.jpg)
@a2tee
![Page 33: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/33.jpg)
@a2tee
![Page 34: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/34.jpg)
THANK YOU!
ANNA TUTAK@a2tee
![Page 35: Anna Tutak - Marks the Spot: Creating Experience Maps](https://reader031.fdocuments.net/reader031/viewer/2022030316/5871fbd11a28ab5c348b7991/html5/thumbnails/35.jpg)
RESOURCES USED IN THIS PRESENTATION:
http://adaptivepath.org/ideas/the-anatomy-of-an-experience-map/https://userresearch.blog.gov.uk/https://thenounproject.com/ - for most of the iconshttps://www.smashingmagazine.com/2015/01/all-about-customer-journey-mapping/