Week 3 – Sampling User Experience Mapping (November 2016)

In this week’s post I am exploring in my own opinion successful examples of User Experience Mapping I have encountered since starting to explore the subject in my studies, this post is also going to be a useful reference point for myself when I move on to developing my own User Experience Maps at a later date.


Figure 1 – A SF Mini User Journey (Farnworth, 2014)

My first example shows an effective example that while simple in appearance it conveys all the information required. Here you can see a timeline from point (Night) to point (Day). There is a process shown in a loop presenting the bus journeys Inbound and Outbound. You can also see an inner circle showing positive and negative touchpoints along the experience. What impresses me is that this map remains very visual and almost symbollic, all points are covered with very few words required and the absolute minimum used. Use of colour aslo used as a tool with a simple identification of good, bad, activity and the rest.


Figure 2 – LEGO – WOW (Hebdon, 2009)

One of the most widely presented examples on the internet is shown above and created for LEGO. The map shows the process of flying to New York City to visit a Lego event. What’s interesting is the circular nature of the map, the journey presented in a circle like it could be repeated. The circle offers layers stemming from the Persona in the centre, the timeline, the emotion of the touchpoint and then information around the actvity. I think it’s an interesting example with a lot of positives, however it’s layout wouldn’t suit all experience maps and does limit the information you can present in certain parts of the map for example the Persona.


Figure 3 – LEGO Experience Map (Lego my Legos, no date)

I wanted to post a second LEGO example that I found online, this example presented quite differently to the first example, it offers more colour options to distinguish elements of the journey. It’s far more informative and offers a lot more information. Again the journey is something that could be repeated so best presented in a loop. It would appear to the lack the emotional touchpoints of the first example which could still be added outside of this example if suitable. It presents linked information far better and shows a more complex timeline to the first example which it does present well. I think however the negative is that too much information is presented and as you can see, when the entire map is presented on a small scale a lot of the information is lost or impossible to read/follow.


Figure 4 – Tax Software Journey (Primary Intelligence, 2000)

I wanted to present this example as it show a better emphasis on the mood of the user going through the journey as seen in the yellow, you can see the curve moving through a line average feeling with peaks and depressions representing positive and negative touchpoints along the journey. I like the added clarity with the mini faces. The simple progression through the map and the simplistic presentation offers a lot of room above and below to present key touchpoints and information in support of that. This supports the information you would chart directly in the stage before creating the experience map.


Figure 5 – Prengancy Experience Map (Kyle, 2012)

This is one of the best examples of an experience map I found in my research. I think it’s colourful while not overpowering, highly visual and presents a lot of information simply and clearly. The level of visual communication on this map is very strong. I like the balance between Quantative and Qualitiative acrosss the map showing the mixture of key factual information and more opinion based information generalising elements of the pregnancy process, this map would express a more general user than a specific person as elements above would vary from person to person. I think it’s highly successful as it captures by my count 17 different layers of information across the timeline.


Figure 6 – B2B Buyers Journey (Dweck, 2016)

Something else I wanted to explore was Experience Mapping that presents strongly from a Narrative perspective. The example above is presented very formally, I like the way the journey is presented from top to bottom in a logical sense. I like how the background illustration brings home the idea that this journey is very much as a whole in the bigger sense and not a number of individual steps that just happen to be presented on the map.  It’s colourful and draws your attention and is successful in that regard. This would clearly be more suitable when presented to say an outside user than for research purposes internally within a company.


Figure 7 – B2B Buyer Journey (Archer et al., 2012)

This final example as I bring this post to a close shows a great balance between all of the other examples presented above but still with this element of narrative being strongly communicated through the map. Highly visual and colourful, everything presented has a purpose, you see a literal journey and phases, you see definitions in the information, it has content but it’s not overshadowed by the grand presentation. There is room to present more but you do see clear touchpoints. It would be interesting to see if you could present strong bold and negative touchpoints across a map as visual as this one, that would be something I’d like to explore as a strong believer in Narrative in effective Visual Communication.


Archer, I., Stefan, Koster, B., Kusters, J., De Witte, K. and Wheatland, T. (2012) B2B marketing: De buyer journey. Available at: http://www.marketingfacts.nl/berichten/b2b-marketing-de-buyer-journey (Accessed: 18 November 2016).

Dweck, J. (2016) The B2B buyers journey – 5 key points to consider. Available at: https://www.madisonlogic.com/the-b2b-buyers-journey-5-key-points-to-consider/ (Accessed: 18 November 2016).

Farnworth, D. (2014) How to use customer experience maps to develop a winning content marketing strategy. Available at: http://www.copyblogger.com/customer-experience-maps/ (Accessed: 18 November 2016).

Hebdon, B. (2009) LEGO’s user experience wheel. Available at: http://www.uxbydesign.org/2009/07/06/legos-user-experience-wheel/ (Accessed: 18 November 2016).

Kyle, B. (2012) Pregnancy experience map. Available at: http://www.bethkyle.com/portfolio/pregnancy-experience-map/ (Accessed: 18 November 2016).

LEGO my Legos (no date) Available at: https://uk.pinterest.com/pin/40743571599226873/ (Accessed: 18 November 2016).

Primary intelligence | 15 powerful customer journey maps (2000) Available at: https://www.primary-intel.com/15-for-15/15-powerful-customer-journey-maps/ (Accessed: 18 November 2016).


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