The 3 most common UX Maps
Experience maps, customer journey maps, and service blueprints represent different processes and goals, yet their purpose is to align the customer experience with business initiatives, yielding opportunity and insight into innovative products and services. They are a means to engaging interdisciplinary team conversation and establishing common ground. This article is an overview of the three most common experience mappings you will likely see, and when to use which:
We begin projects looking at the big picture, so let's discuss experience maps. An experience map is a visualization of an entire end-to-end experience that gives teams perspective and understanding of different touchpoints and challenges of their customers. Experience maps are not linked to a specific product or service and move discussions toward the desired outcomes people seek. These types of diagrams offer a more holistic perspective (than a customer journey) of the human experience with a brand and fundamentally recognize that people interact with many products and services from a multitude of providers in many situations which is increasingly crucial as products and services become connected with each other.
Customer Journey Map
Customer journey maps focus on a specific customer’s interaction with a product or service. Like experience maps, customer journeys are chronological and used for understanding and addressing customer needs and pain points. For example, we worked with a SaaS company to better understand it's customer support experience. By focusing on one specific segment (open ticket through resolution), we were able to determine customer journey touchpoints that caused pain or delight.