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Identifying the Opportunity

1:25 with Devin O'Bryan

Now that we’ve figured out what our user is going through in their product experience, it’s time to acknowledge where they are experiencing pain in their journey.

New Terms:

  • Phases – the “chapter titles” throughout a user’s experience. Examples from an eCommerce perspective include “browsing” or “payment”.

Further Reading:

5 Essential Components of Effective Customer Journey Maps

  • Neilsen/Norman Group’s Take on Journey Maps, a more complex version of Journey Maps compared to what we’re doing but the intent is the same.

How to Identify Your Customer’s Pain Points, by Michael Karp

  • An article on user pain and motivation

Designing Virtual Reality for Pain Reduction, by Brian Pridgen, Charles Yust and Andrew Haskin

  • Designing for (actual) physical pain reduction with .frog Design
  • 0:00

    Let's start looking for opportunities to ease our user's pain.

  • 0:04

    Now that you've filled up your journey map with as much as you could,

  • 0:07

    begin grouping your responses.

  • 0:10

    There's probably copies.

  • 0:12

    That's okay, just stick them one on top of another.

  • 0:16

    After organizing our thoughts on the journey map, we've found the following

  • 0:20

    three primary areas of opportunity to alleviate our user's pain points.

  • 0:27

    The experience lacks consistency.

  • 0:29

    The button language wasn't clear.

  • 0:31

    Sarah feels shaky about the process of trusting her money with EmmaCon.

  • 0:35

    Even in the early stages of checkout, the experience lacks transparency.

  • 0:42

    Stable Sarah doesn't know if items were added to her cart.

  • 0:46

    She also feels annoyed and anxious because she doesn't wanna

  • 0:50

    spend her money twice by hitting submit more times than she was supposed to.

  • 0:55

    After all, she's on a tight budget and these tickets are a bit pricey.

  • 1:00

    The experience lacks assurance.

  • 1:03

    Stable Sarah needs confirmation of her purchase.

  • 1:06

    She feels unsure whether she will have a good time at EmmaCon

  • 1:10

    due to the sloppy nature of her checkout.

  • 1:13

    Is this a sign of bad things to come?

  • 1:16

    All three of these areas of pain are worth solving for, and

  • 1:21

    we'll do exactly that in the next stage.

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