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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
Let's start looking for opportunities to ease our user's pain. 0:00 Now that you've filled up your journey map with as much as you could, 0:04 begin grouping your responses. 0:07 There's probably copies. 0:10 That's okay, just stick them one on top of another. 0:12 After organizing our thoughts on the journey map, we've found the following 0:16 three primary areas of opportunity to alleviate our user's pain points. 0:20 The experience lacks consistency. 0:27 The button language wasn't clear. 0:29 Sarah feels shaky about the process of trusting her money with EmmaCon. 0:31 Even in the early stages of checkout, the experience lacks transparency. 0:35 Stable Sarah doesn't know if items were added to her cart. 0:42 She also feels annoyed and anxious because she doesn't wanna 0:46 spend her money twice by hitting submit more times than she was supposed to. 0:50 After all, she's on a tight budget and these tickets are a bit pricey. 0:55 The experience lacks assurance. 1:00 Stable Sarah needs confirmation of her purchase. 1:03 She feels unsure whether she will have a good time at EmmaCon 1:06 due to the sloppy nature of her checkout. 1:10 Is this a sign of bad things to come? 1:13 All three of these areas of pain are worth solving for, and 1:16 we'll do exactly that in the next stage. 1:21
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