This video describes the technique of turning user observations into an experience map or customer journey map that the team can use to work out what's important about the user tasks they observed, and where the opportunities for improvement lie. Paper-based experience maps like this are fast to create and powerful to use.
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- [Narrator] After you've done some observations, around three to four people in each of your potential categories, and at least eight individuals, it's time to put all your observation notes together into one place, so you can see the big picture. But it also tells stories about individual observations. I really encourage you to work as a team, with the same people involved now who will be responsible for delivering the software later. That way you all build the same foundation of experiences to draw on when you need to solve problems later on.
Everyone on the team should participate in the observations. And because you'll be splitting into groups of two or three people for each observation, you now need to bring all that knowledge back together so you can see the similarities and differences in each of your participants' feedback. As soon as possible after you've done the observations, pull out the salient pieces from the notes you took, and write each one down on its own sticky note. Put all of those notes up on the wall. And then group them into themes, with the first part of the process on the left of the wall, and each step following on from left to right.
Label these themes. And also label the process. You can see here we used yellow stickies for our observations, green ones to label the themes, and blue ones to label each step of the process. Leave yourself a lot of room for this exercise. Our little problem filled up an entire wall. Yours will probably do the same. I call this set of observations an experience map. You may be familiar with that term. Often you'll see sexier looking experience maps used to demonstrate the customer's journey, with a list of all the actors or actions.
And even sometimes, an indication of the customer's emotional state at each point. This is the same thing. Basically, a way of showing the customer's journey. But we made it in a very low fidelity way, and a very fast way. It's amazing how well even this scrappy-looking experience map works to show other people, like project sponsors, what the experience looks like today, and where the problems lie. Obviously, if you want to, you can create one of the slick-looking experience maps from this data later on to show other people.
But for now, this set of sticky notes is more than adequate for the team to work with.
Along the way, you'll learn who should be involved, what activities you need to perform, and how to observe users, come up with great ideas, test solutions with prototypes, and plan development. Plus, discover how to avoid the common issues that can get in the way of a successful design thinking session, and the traps that people fall into when using the process for the first time.
- Assembling a team
- Finding a location
- Watching real users
- Mapping the customer journey
- Identifying pain points
- Coming up with good ideas
- Testing ideas with real customers
- Planning development
- Understanding the benefits of design thinking