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User Experience Mapping

Book Description

Understand your users, gain strategic insights, and make your product development more efficient with user experience mapping

About This Book

  • Detailed guidance on the major types of User Experience Maps.
  • Learn to gain strategic insights and improve communication with stakeholders.
  • Get an idea on creating wireflows, mental model maps, ecosystem maps and solution maps

Who This Book Is For

This book is for Product Manager, Service Managers and Designers who are keen on learning the user experience mapping techniques.

What You Will Learn

  • Create and understand all common user experience map types.
  • Use lab or remote user research to create maps and understand users better.
  • Design behavioral change and represent it visually.
  • Create 4D user experience maps, the “ultimate UX deliverable”.
  • Capture many levels of interaction in a holistic view.
  • Use experience mapping in an agile team, and learn how maps help in communicating within the team and with stakeholders.
  • Become more user focused and help your organisation become user-centric.

In Detail

Do you want to create better products and innovative solutions? User Experience Maps will help you understand users, gain strategic insights and improve communication with stakeholders. Maps can also champion user-centricity within the organisation.

Two advanced mapping techniques will be revealed for the first time in print, the behavioural change map and the 4D UX map. You will also explore user story maps, task models and journey maps. You will create wireflows, mental model maps, ecosystem maps and solution maps. In this book, the author will show you how to use insights from real users to create and improve your maps and your product.

The book describes each major User Experience map type in detail. Starting with simple techniques based on sticky notes moving to more complex map types.

In each chapter, you will solve a real-world problem with a map. The book contains detailed, beginner level tutorials on creating maps using different software products, including Adobe Illustrator, Balsamiq Mockups, Axure RP or Microsoft Word. Even if you don’t have access to any of those, each map type can also be drawn with pen and paper.

Beyond creating maps, the book will also showcase communication techniques and workshop ideas. Although the book is not intended to be a comprehensive guide to modern user experience or product management, its novel ideas can help you create better solutions. You will also learn about the Kaizen-UX management framework, developed by the author, now used by many agencies and in-house UX teams in Europe and beyond.

Buying this map will give you hundreds of hours worth of user experience knowledge, from one of the world’s leading UX consultants. It will change your users’ world for the better. If you are still not convinced, we have hidden some cat drawings in it, just in case.

Style and approach

An easy to understand guide, filled with real world use cases on how to plan, prioritize and visualize your project on customer experience

Downloading the example code for this book. You can download the example code files for all Packt books you have purchased from your account at http://www.PacktPub.com. If you purchased this book elsewhere, you can visit http://www.PacktPub.com/support and register to have the code file.

Table of Contents

  1. Preface
    1. What this book covers
    2. What you need for this book
    3. Who this book is for
    4. Conventions
    5. Reader feedback
    6. Customer support
      1. Downloading the color images of this book
      2. Errata
      3. Piracy
      4. Questions
  2. How Will UX Mapping Change Your (Users) Life?
    1. Getting started with User Experience Mapping
      1. Why did the requirements document fail?
      2. How to jump-start mapping?
      3. Visualizing - what the cat wants you to know
        1. Creating a backlog for a cat-sitter
      4. Pen and paper are all you need – but adding color makes the maps great
      5. Drawing the diagram
      6. Cats of the digital age use a computer
    2. Summary
  3. User Story Map - Requirements by Collaboration and Sticky Notes
    1. Why should you create user story maps?
    2. Just tell the story
      1. How to tell a story?
        1. The audience
        2. Start with action
        3. Simplify
        4. Tell the story of your passion
    3. The grocery surplus webshop
      1. The opportunity to scratch your own itch
    4. How to create a user story
      1. User story templates
        1. The Three Rs or the Connextra format
        2. Five Ws
        3. Lean Startup
        4. Kaizen-UX template
      2. INVEST - the characteristics of a good user story
        1. I for independent
        2. N for negotiable
        3. V for valuable
        4. E for estimable
        5. S for small
        6. T for testable
      3. Epics
        1. Breaking down epics into good user stories
    5. 3 Cs – the process to turn stories into reality
      1. Card
      2. Conversation
        1. The power of four amigos
      3. Confirmation
    6. The narrative flow
      1. Events (tasks)
      2. Milestones (activities)
    7. The user story map on the wall
    8. Creating user story maps digitally
      1. Creating a new board
      2. Adding cards to your board
    9. Summary
  4. Journey Map - Understand Your Users
    1. F2P FPS (an example from the gaming industry)
    2. Personas
      1. 3i: How to create personas
        1. Investigating (potential) users
          1. Interviews
          2. Existing user database and analytics
          3. Surveys
          4. Social media
        2. Identifying behavior likelihood
        3. Imagining the characters
        4. The primary persona
      2. HAL 9000 will not use your app
    3. Creating persona documents with Smaply
      1. Creating a journey map with Smaply
    4. Task models
      1. Creating the task model in Adobe Illustrator
      2. Milestones (stages)
        1. The origin story
        2. Milestones of a task model
      3. Evaluations
      4. Creating an evaluation diagram
      5. The finished task model
    5. Designing the user journey
      1. Interactions
    6. Summary
  5. Wireflows - Plan Your Product
    1. The customer support chatbot
    2. Wireframes
      1. Wireframes and color
      2. Low-fidelity versus high-fidelity wireframes
        1. Lo-fi wireframes
        2. Hi-fi wireframes
    3. Wireframing with Balsamiq Mockups
      1. Beyond the first wireframe
      2. Creating symbols
      3. The after chat survey
      4. Creating the wireflow
    4. Wireflow Improvement Workshop (WIW)
      1. Why should you run a WIW?
      2. Running a WIW
    5. Summary
  6. Remote and Lab Tests for Map Creation
    1. Samsung's 2017 redesign
    2. Test objectives
      1. The amigos run user tests
    3. Lab, remote, and guerrilla testing
      1. Lab testing
      2. Remote testing
      3. Guerrilla testing
      4. Why run both lab and remote testing
      5. Rapid Iterative Testing and Evaluation (RITE)
    4. How to test Samsung UK?
      1. How many test users?
      2. 46 users walk into a lab
      3. Finding the right users
      4. Devices
      5. Target audience
      6. Pre-screener
    5. Private panel
    6. Moderated versus unmoderated tests
    7. The scenario
      1. Writing tasks and questions
      2. Asking for opinions and expectations
      3. Privacy concerns
      4. Exit questions and exit surveys
      5. Test script for our smartphone buying journey
    8. The pilot test
    9. Testing with WhatUsersDo.com
    10. Summary
  7. Solution Mapping Based on User Insights
    1. Contiki adventure
    2. Tagging - the science of active watching
    3. How to tag videos
      1. What to tag
      2. Tag title and comment
      3. Tag types
        1. Positive tags
        2. Suggestions
        3. The negatives: High, Medium and Low
        4. The behaviorist issue severity model
      4. The research summary
    4. The solution map
    5. Five steps to create the solution map
      1. Step 1 - put the issues on the map
      2. Step 2 - form the issue trees
      3. Step 3 - solve the root issues
      4. Step 4 - identify obstacles
      5. Step 5 - create actions to remove the obstacles
    6. Put the solution map to action
    7. Summary
  8. Mental Model Map - A Diagram of the Perceived Reality
    1. What's a mental model?
    2. Buying a car
    3. How mental models work?
    4. Longitudinal research
      1. Logging types - how to log?
      2. Prompts: what to Log?
    5. Mental model mapping
      1. Analyzing longitudinal research
        1. Find units
        2. Group units into towers
        3. Form mental spaces
      2. Supporting solutions
      3. Finishing touches
    6. Using the mental model map
    7. Summary
  9. Behavioral Change Map - The Action Plan of Persuasion
    1. The Amazon miracle
    2. Is it possible to change behaviors?
    3. Credibility
    4. The cue-routine-reward framework
      1. From external to internal cues
    5. Automate repetition
    6. Heuristic and systematic processing
    7. The LEVER framework
      1. Limitation
      2. Elevation
      3. Validation
      4. Ease
      5. Reversibility
    8. Drawing the behavioral change map
      1. How to use the behavioral change map
    9. Summary
  10. The 4D UX Map - Putting It All Together
    1. The restaurant without tables
    2. Sum of all maps
      1. Greater than the sum of all maps
    3. The MAYA map
      1. The first dimension - milestones
      2. The second dimension - events
      3. The third dimension - importance
      4. The fourth dimension - severity of the problems
    4. Mental model snippets
      1. Ratings
      2. Drawing the 4D UX Map
      3. Using the 4D UX Map
      4. Evolving the 4D UX Map
    5. Summary
  11. Ecosystem Maps - A Holistic Overview
    1. Shutter Swipe – where photographers and models meet
    2. The ecosystem
      1. How to map an ecosystem
    3. Creating hexagon maps
      1. Hexagon mapping with Inkscape
      2. Creating hexagon maps with Adobe Illustrator
      3. From hexagons to ecosystem maps
    4. Using ecosystem maps
    5. Stakeholder maps
    6. Summary
  12. Kaizen Mapping - UX Maps in Agile Product Management
    1. Your opportunity
    2. The manager and the map
    3. Kaizen-UX manifesto
      1. Agile beyond the buzzword
    4. The three UX roles
    5. The Kaizen-UX framework
    6. UX strategy – the beginning of all maps
      1. The UX strategy document
    7. Summary
  13. References