How converting a User Interview into a User Experience Journey Map helped define next set of objectives for a Business
User Journey Mapping is a scary term for some, but once you get used to it, the value it provides is immense and can be a paradigm shift for business owners/stakeholders if done rightly. It can set a great direction for the whole team.
What is a User Experience Journey Map?
User Journey Map in basic terms is a representation of an overall experience of a user’s experience with the product or service. All the steps a user takes to accomplish a certain goal or activity makes up the user experience journey.
To create a user experience journey map following are the basic steps
- Define each and every step which the user takes to complete a goal/activity.
- Divide those steps into broad phases mostly between 5–7.
- Create a Table with those 5–7 phases as columns
- Have Following rows: Action, Thinking, Feeling, Pain-points, Opportunities
- Now for every phase try to fill these rows with appropriate values from the point of view of the user.
Following are more resources for further reading :
Journey Mapping 101
A Beginners guide to user journey mapping
A User Experience Journey Map from Customer Interview
I did this activity for a property management firm Lisa Home Solutions. They provide end to end property management solutions for their clients from renting to taking care of the regular hassle which a home-owner faces when their property is on rent.
Having access to a customer of Lisa Home Solution, I thought what if I do a customer interview and create a user experience journey map. It could bring great insights which are not based on assumption but actual experience of the end-user.
To start with, I set up an interview session with the end-user (let’s call him Abhishek). I also made sure that stakeholders were in the same room.
Before the interview, with the help of stakeholders, we mapped out the user journey and divided it into 5–6 manageable phases.
Also from the stakeholders, I found out that Abhishek was only using one part of the service which was just to put his flat on rent.
So our user journey became :
“Abhishek wants to put his flat on rent”
We were still unaware of the guiding principle
The Interview Process
On the day of the interview, I made sure to set the expectations of Abhishek and thanked him for his time.
I had a rough outline of the questionnaire which I had prepared to ask Abhishek. Here is what I did
- Start with introductions and setting expectations
- Why did Abhishek want to put his flat on rent
- Then listen to Abhishek’s story about his complete experience
- Make sure to direct questions in the order of the journey
The interview was roughly 1 hr long and I was able to bring out some of the emotions from Abhishek which were evident from the tone of his voice and facial expression. I made sure to take complete notes of important points and emotions also.
I also had a look at Stake Holders’ faces.
It’s precious (and fulfilling for a UX practitioner) when stakeholders are able to identify the gaps in their beliefs / understanding which is very different from what end user actually experiences.
After getting lots of valuable insights from the interview, it was time for the actual mapping process. Along with the stakeholders, we started with the Journey Mapping process.
After around an hour following were the results :