Experience Mapping:Capturing Voice of Customer to build right products!

You must have heard of user stories. Where do they come from? Ofcourse as the name suggests the users have to tell the story. You can't build the right product without conducting user research as the user research helps you with pain points to focus on and understand available alternatives. There are multiple ways to conduct user reasearch: 1. Interviews and Surveys 2. Observation or job shadowing 3. Build something, release and observe the user behaviour etc.

While conducting interviews or job shadowing, the experience mapping can be a great technique to capture the information. The conversation with user can't be structured as you want to capture their pain points and you don't want to restrict the flow of information. However, it's possible for the person or team conducting the user research to structure the information to make sense of it and figure out what needs to be asked next. Building experience map as you talk to end users or after the interviews will help you understand:

  • User workflow
  • Available alternatives and users feeling about alternatives 
  • Gap between alternatives and user needs.
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Outline/structure of the Session

The agenda of the talk:

  • Discuss what's user research.
  • Understand different ways to conduct user research 
  • Discuss different parts of an experience map
  • pick up a sample workflow and conduct an interview of fellow participant using experience map
  • discuss how to use the information from experience map
  • discuss how the information from experience map can help in using prioritisation techniques like Kaon, MUSCOW, Need Gap etc.

Learning Outcome

At the end of this sessions, the participants will learn:

  • Why is user research important?
  • What are the different ways to conduct user research?
  • What is experience mapping?
  • How to build an experience map?
  • How to build product backlog using information from experience map?
  • How to use information from experience map to prioritize product backlog using the user needs?

Target Audience

Product Managers, Product Owners, Business Analysts, Product Marketing Managers

schedule Submitted 2 years ago

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  • Matteo Taddei
    By Matteo Taddei  ~  2 years ago
    reply Reply

    Hi Apeksha,

    could you please share with us some slide / video of your previous talks? Is it possible?


    Thank you!