01 User Journey

Created by

Alisa Lashchevska

Created by

Alisa Lashchevska

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What are the five main components of a user journey map?

Actions, Emotions, Thoughts, Touchpoints, Opportunities.

What does "Actions" refer to in a user journey map?

What the user does, which can be observed and captured. 10-15 steps expressed using verbs

How can feeling be visualized in a user journey map?

Emotions can be visualized using a positive/negative graph and emojis.

What does "Thoughts" represent in the context of a user journey map?

The inner explanations or motivations of the user.

What are "Touchpoints" in a user journey map?

The interaction-based points where a design intervention can impact the user’s experience.

How can "Opportunities" be identified in a user journey map?

By pinpointing pain points (needs) in the user journey, expressed in HMW, and looking for areas for digital improvement.

What is a sales funnel?

A series of steps that a potential customer goes through, from initial awareness of a product or service to making a purchase.

What does the AIDA model stand for?

AIDA stands for Attention, Interest, Desire, and Action.

What is conversion rate in the context of a sales funnel?

The percentage of people who enter your sales funnel and complete a specific action, such as making a purchase.

What is the focus of post-purchase AIDA?

Creating repeat business and long-term customers and ambassadors.

What are the two types of post-purchase strategies mentioned? What is the difference between them.

Retention and Loyalty. Retention — transactional, aim to reduce churn by addressing needs, focuses on keeping customers engaged. Loyalty — relational, encourage repeat behaviour through emotional ties, focuses on deepening the emotional connection and trust.

What is a user journey map?

A visual representation of the process of how a customer interacts with your product over time and across different channels to accomplish a goal.

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Description

Discover the key components of user journey mapping, including actions, emotions, and touchpoints. Learn how to identify opportunities for improvement and enhance customer engagement throughout the marketing and sales funnel.

Questions

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1. What is a user journey map?

A A visual guide that outlines the stages of product development for the user experience team. B A diagram that maps how users navigate through different features of a product or website. C A chart that displays user behavior trends across different interaction points. D A visual representation of the process of how a customer interacts with the product.

2. What are the main components of a User Journey Map?

A Actions, feelings, thoughts, touchpoints, and opportunities. B Actions, feelings, thoughts, touchpoints, pain points, and opportunities. C Actions, feelings, pin points, thoughts, touchpoints, and opportunities. D Actions, emotions, thoughts, touchpoints, pain points, and opportunities.

3. How many steps are recommended to capture key moments in a user journey map?

A 10 to 15 steps. B 5 to 10 steps. C 15 to 20 steps. D 20 to 25 steps.

4. Which of the following does not apply to Touchpoints?

A Channels of interaction: devices and services B Interaction points where design interventions impacts UX C Pin point: biggest moment of truth D Supported with visuals: photos and icons

5. Why is it important to empathize with users when creating a user journey map?

A To identify opportunities for improvement. B To create marketing campaigns. C To reduce production costs. D To increase sales directly.

6. What space is the user journey map in on the Double Dimond?

A Problem space, define (converging) phase. B Problem space, discover (diverging) phase. C Solution space, develop (diverging) phase. D Solution space, deliver (converging) phase.

7. What should you do before writing an opportunity in a user journey?

A List all digital channels (touchpoints). B Brainstorm refinements based on the touchpoints. C Create a visual representation. D Define pain points/needs in your user journey.

8. What is NOT a recommended pro tip for adding visuals in a user journey map?

A Include detailed descriptions. B Set an icon for all possible touchpoints. C Use emojis to show emotions. D Highlight key moments with colors.

9. What is the purpose of pinpointing moments of truth in a user journey?

A To identify critical points that significantly impact the user's experience. B To eliminate unnecessary features that users don’t engage with. C To identify all highlight interaction points of the user’s experience. D To eliminate all lowlight interaction points of the user’s experience.

10. What does the AIDA model represent in a sales funnel?

A The methods of analysing brand recognition and demand among the target audience. B The steps for improving conversion rates. C The target audience’s journey towards the final action. D The stages of building customer loyalty and creating repeating business.

11. What is the purpose of improving the conversion rate in a sales funnel?

A To ensure that users spend more time browsing the company’s website or platform. B To reduce the total cost of marketing efforts by limiting ad impressions. C To improve customer satisfaction scores and enhance the overall experience at each stage of the funnel. D To increase the number of users who take desired actions, such as making a purchase.

12. What represents the percentage of the conversion rate in a sales funnel?

A Number of people in the target audience who can get to the final stage of the funnel. B Number of people dropping on the certain stage of the funnel off. C Fixing the leaky funnel to get more more people to the final stage. D Number of people passing through each stage of the funnel and come out.

13. Which of the following statement refers to Loyalty and not to Retention in the Post-AIDA model?

A Deeping emotional connection and trust B Always transactional in its nature C Keeping customers engaged D Aim to reduce churn by addressing needs

Study Notes

User Journey Mapping and User Experience Insights

User journey mapping is a crucial process that helps businesses understand how customers interact with their products or services over time. By visualizing these interactions, companies can enhance user experience and identify opportunities for improvement.

User Journey Map Components

Definition: A user journey map visually represents customer interactions with a product/service across various channels.
Key Components: It includes actions, thoughts, emotions, touchpoints, and opportunities that illustrate the user's experience at different stages.

Importance of Emotions and Motivations

Emotion Detection: Understanding user emotions through visual tools like graphs and emojis is vital for enhancing experiences.
Thoughts and Motivations: Exploring users' internal thoughts reveals their motivations, helping tailor experiences that resonate more effectively.

Interaction Points and Touchpoints

Identifying Interaction Moments: Recognizing key interaction points—both online and offline—enables designers to pinpoint where improvements can be made.
Visual Aids: Using icons for touchpoints clarifies actions within the user journey while visuals provide context to enhance understanding.

Identifying Opportunities for Improvement

Pain Point Analysis: Before proposing enhancements, it is essential to identify pain points within the user journey to address specific needs.
Creative Questioning: The "How Might We" approach encourages open-ended exploration of possibilities rather than rushing to solutions.

Marketing/Sales Funnel Concepts

Understanding the Funnel: The marketing/sales funnel outlines the stages from awareness to purchase, guiding consumers toward buying decisions.
AIDA Model: This model emphasizes Attention, Interest, Desire, and Action as critical components influencing consumer behavior throughout their journey.

Key Takeaways

User journey maps are essential tools for visualizing customer interactions and improving overall experience.
Understanding emotions and motivations enhances the ability to design meaningful user experiences.
Identifying interaction points and employing visual aids streamline communication about user journeys while revealing areas for enhancement.
Analyzing pain points before suggesting changes ensures targeted improvements in user experience.
Familiarity with marketing funnels like AIDA helps in shaping effective strategies for customer engagement from initial awareness through post-purchase retention.