During product design, some models and tools can be used to evaluate and improve user experience. The following four tools are introduced: user empathy map, user journey map, user experience map and service blueprint.
1. User empathy map
https://www.processon.com/view/645b61a1b86e287d8a99a287?fromnew=11) What is an empathy map?
By studying the product behavior and psychological activity process of a certain type of users, qualitatively describe their user experience. Typically used early in product design or when classifying research findings from user interviews.
2) Key elements of user empathy map
The four key elements of an empathy map: what the user says, thinks, feels, and does while using the product.
3) Operation steps of empathy map
Step 1: Identify a certain type of user scope and mapping goals
Step 2: Gather profile and user data
Step 3: Put the cards into what you said, thought, felt, and did
Step 4: Organize and summarize user pain points and product goals
Step 5: Optimizing Product Design
2. User journey map
Case 1: User journey map of Internet legal service products
Case 2: Journey map of user's May Day travel arrangements
1) What is a Journey Map?
What a specific user thinks about completing a specific task or achieving a specific goal in chronological order during the use of the product. It can be used throughout the product design phase and can be used as an important reference information for user needs.
2) Key elements of a journey map
Role: The user or user portrait of the user journey map is closely related to the user journey map, and the user's behavior is deeply rooted in the data.
Scenario + Expectation: The problem that the user journey map needs to solve.
Journey Stages: The high-level stages that a user goes through in a journey map. Journey stages vary by scenario, so companies often use data to help them determine what the stages are.
Behavior: Actual actions taken by users and steps used
Ideas: users' thoughts, questions, motivations, and information needs at different stages
Emotion: A single line is usually used to represent the ups and downs of emotions in the user experience process
Harvesting and insights: Insights harvested from user journey maps provide ways to optimize user experience. Harvesting can help products gain information from user journey maps: with this information, what do we need to do? Who has what kind of change? Where are the biggest opportunities? How should we measure the improvements that have been implemented?
3) Journey map operation steps
Step 1: For a certain type of product or service, collect a series of user goals, scenarios and behaviors, and classify the stages on the time axis.
Step 2: Add user thoughts and emotions to further flesh out the content on the timeline and make the whole process more narrative.
Step 3: Condensing the narrative of the process into a visual diagram that conveys insights and informs the product design process.
3. User experience map
Case 1: User travel experience map of a certain city
Case 2: Players' early experience map of a tourism product
1) What is a user experience map?
From the user's point of view, storytelling is used to describe the whole process of the user using the product or receiving the service, from the beginning to the achievement of the goal, and the whole process is expressed and displayed in the form of visual graphics.
2) Key elements of user experience map
Behavior: what the user needs to do to get to the next step
Thought: what is the user thinking when operating
Refreshing point: the place where the user feels pleasantly surprised and exceeds the expected experience
Pain points: Where users feel frustrated and disrupt the user experience
Opportunity points: Solutions discovered through pain points.
Sentiment Curve: Score Calculation
3) Operation steps
Step 1: Identify users. According to the selection of experience goals, high-value users who are beneficial to the long-term development of the product are given priority.
Step 2: Confirm the scene. Walk through the product from the user's perspective, sort out the coarse-grained story scene table from the product entering to leaving the core scene path, and summarize the contacts.
Step 3: User interviews. Collect specific behaviors, perceptions, and emotions of real users at each stage.
Step 4: Map the experience. Organize all interviewed user records and visualize the output.
4. Service Blueprint
1) What is a service blueprint?
The service blueprint can be understood as an extension of the user journey map. The service blueprint more comprehensively shows the front-end and back-end collaboration process system that supports the user experience. It focuses on the overall collaboration process within the enterprise. From the perspective of the enterprise, based on the customer journey, the enterprise internal How to support and interact across the board, across touchpoints, across functions or departments.
2) Key elements of the service blueprint
Physical display: the touch point between users and products/services
Customer behavior: the behavior of users in the process of using products/services
Foreground Behavior: Visible service operations when users use the product
Background service: the behavior of background employees during the user's use of the product
Support process: the flow process of employee internal interaction between systems
3) Service blueprint operation steps
Step 1: Find support. Build core interdisciplinary teams and build stakeholder buy-in.
Step 2: Define your goals. Define the scope and align with the goals of the blueprint plan.
Step 3: Gather surveys. Gather research findings from customers, employees, and stakeholders using a variety of methods.
Step 4: Draw the blueprint. Use this research to fill out your low-fidelity blueprints.
Step 5: Refine and distribute. Add additional content to complete a high-fidelity blueprint that can be distributed among clients and stakeholders.