X: The Experience When Business Meets Design

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EXPERIENCE FLOW

EXPERIENCES SHOULD FLOW

Everything is in motion. Everything flows. Everything is vibrating.

—William Hazlitt Read

Plato once wrote, “Human behavior flows from three main sources: desire, emotion, and knowledge.”

We’ve covered grids, personas, scenarios, storyboards, customer journey maps, and experience maps, and now it’s time to explore a method for bringing them all together, which is to create what’s called an experience flow. Different maps work for different people and disciplines. Whichever method you use, you’ll get closer to your customer than you are today.

Experience flows typically outline customer steps before, during, and after transactions. At the same time, they also consider scenarios, emotions, and actions. They help businesses optimize current experiences and identify opportunities for designing new and improved ones. An experience flow seamlessly brings together all of the experiences throughout the infinity loop of customer engagement.

A customer journey map got us to walk in our customer’s shoes. An experience map allowed us to home in on the touch-points at which the experience needs improvement or innovation.

Now, an experience flow distills all of the qualitative and quantitative information you have collected about the customer experience ...