Research

Experience Map

Experience maps provide a holistic view of the user's world. They go beyond journey maps to capture the full experience ecosystem, including environmental and emotional context. This helps you see the bigger picture of your user's life.

Duration
1.3 hours
Group Size
4-8
Category
Research
Difficulty
Easy
Participants will capture the user's complete experience context. They will understand the emotional journey and identify external factors. The exercise helps discover opportunities beyond direct touchpoints.

  • A completed experience map.

  • A visual representation of the full user experience.

  • Identified areas for improvement.

Experience maps are broader than journey maps. They include environmental context, not just product interactions. Capture the experience even when the user isn't using your product. Base the map on real research (interviews, observations, diary studies). Unlike journey maps, this is less about specific touchpoints and more about the overall lived experience. The emotional curve should show realistic ups and downs, not just negatives. This often reveals opportunities outside your current product scope. Consider external factors like time of day, stress levels, and competing priorities. It can inform service design, product positioning, and feature prioritization. This is best for understanding the total context of the user's life or work. Don't be afraid if the emotional journey seems complex; that's often where the best insights lie.

  1. Scope Definition (10 minutes): Define the user type or persona. Establish the experience boundaries (start and end). Identify the key phases of the experience. Gather research and contextual data. Set up your mapping template.

  2. Phase Mapping (15 minutes): Map the major phases chronologically. Aim for 5-8 broad phases. Include anticipation (before) and reflection (after). Label each phase clearly. Establish a timeline for each phase.

  3. Actions & Context (20 minutes): Map what the user does in each phase. Add environmental context: where, when, and with whom. Include user goals and motivations. Note the tools and resources used. Add external factors that affect the experience.

  4. Thoughts & Emotions (20 minutes): Map what the user thinks during each phase. Plot the emotional journey (highs and lows). Identify frustrations and delights. Note mindsets and attitudes. Add quotes from research, if available.

  5. Insights & Opportunities (10 minutes): Review the complete map for patterns. Identify pain points (mark them). Highlight moments of delight (mark them). Find opportunity areas for improvement. Document key insights and recommendations.

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For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

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  • Large experience map template (poster-sized)

  • Sticky notes (multiple colors)

  • Markers and pens

  • User research data

  • Persona documentation

  • Emotional journey curve template

  • Photos from user research (optional)

  • Context scenarios (optional)

  • User quotes on cards (optional)

  • Opportunity framework (optional)

  • Digital mapping tool (optional)

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