Excerpt from the book "The Customer Journey"

Contents:

• Basics of Experience Mapping
• Boundaries of the Mapping Project

The MIF publishing house has published Jim Kalbach's book "The Customer Journey," translated by Pavel Mironov. In this book, the author examines in detail the concept of customer journey maps, their development, and their application in business. Customer journey maps are an effective tool for entrepreneurs, marketers, and managers, allowing them to evaluate user experience and identify key problems. Designers can also use these maps to create intuitive and user-friendly products and services. The book will be useful for anyone seeking to improve customer interactions and optimize their offerings.

With permission from the publisher, we present an excerpt from the chapter "Experience Mapping Fundamentals," in which Kalbach shares historical examples and explains the concept of user experience in detail. This material will help you gain a deeper understanding of how user perceptions are formed and how they can be improved to increase satisfaction and engagement.

The goal of data visualization is to gain deep insights, not simply to create attractive images. Effective visualization helps users better understand complex information and identify key trends. When done correctly, visual representations can significantly improve data analysis and facilitate informed decision-making.

Ben Shneiderman is the author of "Information Visualization Essentials," which examines key principles and techniques for presenting data visually. In his work, he emphasizes the importance of visualization for understanding complex information and making data-driven decisions. Shneiderman offers various techniques and approaches that help transform abstract data into visual graphs and charts, making them easier to perceive and analyze. The main ideas of the book are aimed at improving user interaction with information and increasing the effectiveness of visual representations. The importance of data visualization is increasing in the context of rapidly increasing amounts of information, which makes Ben Shneiderman's work relevant for specialists in the fields of analytics, design, and data science.

Experience Mapping Essentials

The cause of the cholera outbreak in London in 1854 remained unknown for a long time. Before Louis Pasteur's germ theory, many believed the disease was transmitted through the air. However, London physician John Snow advanced an alternative explanation, arguing that the spread of cholera was linked to contaminated water. After unsuccessful attempts to study the disease microscopically, Snow began a detailed study of cholera transmission, seeking to confirm his hypothesis. His work became fundamental to our understanding of infectious diseases and the importance of clean drinking water for public health.

To study cholera cases in London's Soho district, he created a map displaying all cases. After analyzing the data, he discovered a clear pattern: proximity to a specific water pump was closely associated with an increased incidence of the disease. Closing this pump, as Snow recommended, significantly reduced the scale of the epidemic.

John Snow's map included multiple layers of information, such as streets, houses with cholera cases, and the location of public water pumps. This map revealed previously unnoticed factors contributing to the spread of the disease. The methodology was simple but highly effective. Based on his analysis of the map, Snow hypothesized that closing a specific pump would lead to a decrease in cholera cases. This discovery was an important step in understanding epidemiological processes and methods for combating infectious diseases.

Data visualization facilitates rapid information comprehension and helps formulate informed hypotheses. Graphic maps illustrate interdependencies within an ecosystem, enabling a deeper understanding of complex processes. Using visual tools greatly simplifies the analysis and interpretation of data, making it more accessible for research and decision-making.

The case of John Snow is a striking example of synchronicity in the context of public health. In this case, water, a public utility, serves as a link between touchpoints and households suffering from cholera in Soho. Snow was able to demonstrate how a water supply and storage system located a significant distance from Central London had a direct impact on the health of local residents. This discovery has become the basis for new public health approaches worldwide, highlighting the importance of high-quality water supplies in preventing the spread of infectious diseases.

I love maps of various types because they provide a broad overview and, with imagination, help identify connections that can lead to new insights. For example, using a map and specific data, John Snow was able to discover what remained unseen by even the most sophisticated microscopes of his time. This is a powerful example of how information visualization can change our understanding of the world.

User experience mapping is an essential tool for understanding user needs. This process begins with thorough research and visualization of the current user state. Based on the data obtained, strategies are developed to effectively meet the audience's needs. This approach allows companies not only to improve customer interactions but also to create higher-quality products and services that meet user expectations.

Diagrams provide a structured overview of the user experience. Streamlining organizational interactions through maps helps avoid inconsistent actions and promotes greater unity. Regardless of the type of diagram used to visualize the user experience, there are common and significant aspects. These aspects play a key role in understanding and analyzing user needs, which, in turn, leads to improved services and products.

Boundaries of the Mapping Project

Experience is a complex and multilayered concept that does not have a single definition. However, several key aspects can be identified that will help us better understand its essence. Experience includes a set of knowledge and skills acquired through practical activities and interactions with the surrounding world. It is formed through personal experiences and observations, making it unique for each person. Experience contributes to the development of critical thinking and decision-making abilities. It is important to understand that experience can be both positive and negative, and both types play a significant role in the formation of personality and professional skills.

Impressions are holistic. They are formed on the basis of various factors and interactions, creating a unique experience. Each element, be it visual, auditory, or emotional, contributes to the overall perception. Understanding the holistic nature of experiences allows us to more deeply analyze and improve our interactions with the world around us, whether in the arts, tourism, or everyday life. This approach contributes to the creation of richer and more memorable moments.

Experience is a multifaceted concept encompassing actions, thoughts, and feelings that develop and change over time. It is a complex process in which various aspects of human perception interact. It is important to understand that impressions are not static; they are shaped by external factors and personal experiences. Such changes can significantly influence our worldview and behavior.

Impressions are subjective experiences, unique to each person. They are formed on the basis of individual perceptions and emotions that arise in response to specific events or situations. Personal impressions can vary significantly depending on personal experience, cultural background, and emotional state. Each person perceives the world around them in their own way, which makes their impressions unique and unrepeatable. It's important to consider this aspect when communicating with others, as what may be meaningful to one person may not be so meaningful to another. Understanding the personal nature of experiences helps us better understand others and build deeper connections. Impressions are formed not only by the objective characteristics of a product or service but also by each person's subjective perception. Each user perceives an offering differently, and it is this individual perception that creates a unique experience. Impressions are situational. They are formed depending on the specific circumstances and context in which we find ourselves. Every moment of life influences our perceptions and emotions, creating unique sensations. Understanding the situationality of impressions helps us gain a deeper understanding of how various factors, such as environment, mood, and social interactions, can change our feelings and thoughts. This knowledge can be useful in a variety of fields, including psychology, marketing, and the arts, where it's important to consider context to create deeper, more resonant experiences.

I love roller coasters, but I always avoid them after a heavy meal. Sometimes the ride is energizing, while other times it leaves me feeling uneasy and nauseous. The ride itself remains the same, but the experience is contextual. Likewise, our emotions and perceptions can change depending on the context we find ourselves in.

How should we approach user experience mapping? First and foremost, it's a process of selection. Maps are always purpose-driven. When creating your map, you determine which aspects are important to include and which can be excluded. For example, geographic maps select only the most significant elements. Consider the famous London Underground map, created by Harry Beck and first published in 1933. This map contains a minimal number of elements: lines, stations, transfers, and the River Thames.

This approach allows us to focus on the most important aspects of the user experience, making the map more understandable and easier to use. When mapping user experience, it is important to consider that every detail can impact the user's perception and interaction with the product.

Beck's map demonstrates a distortion of the real location of subway lines, representing them as horizontal, vertical, and inclined lines at a 45-degree angle. The distances between stops on this map are uniform, which is not true. This is normal, as maps are abstractions that reflect the real world. For over 70 years, Beck's map has remained virtually unchanged, undergoing only minor changes. Its genius lies in the fact that it does not show streets, buildings, the curvature of subway lines, or the actual distances between stops. The longevity of Beck's map is explained by its practicality: it effectively meets user needs, providing easy navigation in complex urban infrastructure.

Maping requires careful selection and analysis. All maps will inevitably have some distortions, but if the project definition aligns with its objectives, the message conveyed will be relevant. It is important that the project scope aligns with the organization's goals and objectives. Before you begin creating maps, three key aspects must be considered to ensure a successful result.

It is important to establish the structure of the diagram and define its purpose in advance. This will help effectively organize information and make the diagram as informative as possible for the target audience. Clearly articulated goals and objectives for the diagram will ensure its successful use in the future.

As the map creator, you are responsible for obtaining buy-in from key stakeholders on all aspects, as they will be the primary audience for your diagram. This will ensure the accuracy and relevance of the information, and will also increase the value of the map for end users.