RR Journeys & Touchpoints

Experience maps, user journeys and more…


Experience Maps basic layout  

There are two main types of representation: The classic timeline (with horizontal or vertical reading) Where touchpoints are located over a path timeline organized from left to right (horizontal) or Top-bottom (Vertical). This is the one I normally use, basically because is easy to read for everyone. (E.g. well known Starbucks Experience Map)

And the wheel layout where interaction phases are more relevant than touch points, used mainly for reflecting a product or service overall experience. Interaction phases are the main structure. The Cons are the limited detail. Pros?: Usually are more simplified models, allowing greater scope of a system or service.

Journey map could be both linear and closed. Different shap carries different meaning.

Linear layout could clearly show a service/ an experience under one-logical-clu.

Circle layout could show overall impacts. Such as, post services push/ block customers step into before services again

Touchpoints: Interaction points; pain points; delight points.

I used to think touchpoints are only talking about the interaction points, where the services happen. But UXLady argues that touchpoints should also include painpoint and delight point. It means touchpoints describe not only interaction information, but also emotion delivery and satisfication.


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