User Journey Mapping

3.6 User Journey Mapping

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Number five user journey. So the persona mapping that if created it is important to take that particular persona and actually see how that persona would arrive at your platform and what would that persona do with your platform, so in an user journey we actually look at the different actions that particular persona takes to reach a particular destination.

We also plot emotional responses to each of the actions that you can see on your screen and the improvements that we think that might come to us at this particular moment, so these improvements would contribute to the feature list.

So in this case i have actually done an user mapping of the persona that I have shown you in the last video so I would take you through the journey of shweta from somebody who did not know my ice cream delivery service platform to somebody who ordered from it for the first time so let’s get down to it.

In the first step I have actually shown all the actions that my persona would do, I start with craving for post dinner meals next I am looking at dessert options I am looking at these actions through let’s say a google search or through instagram or through any other social media platform after this once I actually get to see the ice cream delivery shop I enrol I sign up to this particular platform next, once I have signed up I now want to order something, the different hooks that are there on the platform that helps me to order, further.

So any human being when they are ordering something like ice-cream would exactly behave like what my persona is behaving right now, my persona is going back and forth with the options not really sure what to order, in the fifth action she decides that okay this is something that I want to order, this is something that I want to taste, her decision in a lot of cases might be based on either trying something new or since it is the first time trying something that she is aware of already.

 The sixth action would be for the product to actually come, let’s see the emotions now when I am craving for post dinner meals I am excited. When I am looking for ice cream options of course I am confused because I am not really sure which option to go with, there are many options in the market so I am kind of valuing and evaluating my options, now in the fourth action I am extremely confused because I am going through…. all the different flavours that this particular brand is actually offering me, all the different flavours kind of look similar to me on screen until and unless you taste you will not be able to know which flavour you like more than the other.

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While paying it is important to concentrate and my persona is making sure that the payment has gone through making sure that the brand is not over charging her for any particular reason once the payment is done my persona is of course waiting anticipated waiting for the product to actually come to her.

Next I have actually jotted down all the improvements and the opportunities that I need to make. I need to add to the feature list as a brand. Last option is my understanding that I am putting forward that putting forward your understanding is extremely extremely important.

So, the improvements would be number 1 when you are sort of craving for dinner and you are just going to search for options, digital ads are very very important. This is not a direct part of UX but digital ads create a recall value, and so Shweta would only be interested in ordering an ice cream from this particular  online ice cream store if she has probably heard about this somewhere.. right.

In the next action a higher SEO with the full form of SEO I am sure you would know this the full form is search engine optimization, SEO is responsible for putting your website or platform or app up there in the top searches of google so when you search for online ice cream delivery this particular ice cream brand should show up in the first few options and it is their responsibility to make sure that their brand is up there with everybody else. 

The fourth action would be a category based basket product. When you are going back and forth and you are trying and you are not sure what to order certain keywords really help, for example the recommended section always works because you are confused you would want somebody else to also say that okay you can try these options we recommend them or you can also go with the highest rated one for example the one that everybody has given a review about. So creating different kinds of baskets based on a particular philosophy is very very important in an UI.

For the fifth action i would definitely say an easy payment gateway not taking a lot of time for payment because that is one place where you don’t get to see the product or ingredients of the product so a lot of customers back out at the last moment, so it is important to make sure that you have a steady payment method and it is quick, simple, clean and does not have any hidden information with it, adding coupons, geo location these are also very very important.

Last one is action 6 is showing the live tracking of the person who is delivering it, delivering your ice-cream, that puts you at ease, this is the point where you are done ordering you are waiting for the food to come so you need to know when the food is out of the restaurant, when the food is near your house, geo location, geo tracking is extremely important, it keeps my persona at ease so this is an example of an user journey map, please feel free to create your own journey maps based on the brand you have based on the platform that you are creating, make sure that every user persona has a user journey map associated with that persona.

Finally we come to the discussion time, click on the discussion button below and connect to fellow learners, I am really curious to hear your take on UX design and research. It is also important for you to learn and understand what others have to say about UX research and design.

(video duration- 7 minutes 34 seconds)