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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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