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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.
Handouts:
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
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Let's start looking for opportunities to ease our user's pain.
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Now that you've filled up your journey map with as much as you could,
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begin grouping your responses.
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There's probably copies.
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That's okay, just stick them one on top of another.
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After organizing our thoughts on the journey map, we've found the following
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three primary areas of opportunity to alleviate our user's pain points.
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The experience lacks consistency.
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The button language wasn't clear.
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Sarah feels shaky about the process of trusting her money with EmmaCon.
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Even in the early stages of checkout, the experience lacks transparency.
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Stable Sarah doesn't know if items were added to her cart.
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She also feels annoyed and anxious because she doesn't wanna
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spend her money twice by hitting submit more times than she was supposed to.
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After all, she's on a tight budget and these tickets are a bit pricey.
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The experience lacks assurance.
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Stable Sarah needs confirmation of her purchase.
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She feels unsure whether she will have a good time at EmmaCon
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due to the sloppy nature of her checkout.
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Is this a sign of bad things to come?
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All three of these areas of pain are worth solving for, and
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we'll do exactly that in the next stage.
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