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Smashing UX Design: Foundations for Designing Online User Experiences by Jesmond Allen, James Chudley

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Chapter 13: Creating Customer Experience Maps to Help Visualize the User Experience

A customer experience map breaks a product or service into its constituent parts and visualizes how well or badly user and business needs are being met along the way.

A customer experience map will typically consist of both a user and a business/system layer. The user layer generally identifies user needs but can also highlight user questions and anxieties for each point of the customer experience. The business/system layer identifies what provision is made to meet that user need, again at each point of the customer experience.

Customer experience maps are used by product owners to visualize how well their product is supporting the needs of the business and of their customers. They are used as strategic documents to help to prioritize improvements and to spot opportunities to innovate their products.

In the context of user experience design, customer experience maps are great way of making you think more deeply about the way users see the world. As a UX deliverable they present a very clear and simplified visualization of something that is otherwise often unseen and difficult for people to visualize.

When to create customer experience maps

Customer experience maps are typically delivered by UX designers in the form of a visual representation (see Figure 13-1) that maps how users expect to go about doing something (such as planning and booking a family holiday) against the way that a website or ...

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