Successful online strategies must be driven by a positive user (online customer) experience. Effective user experience (UX) is created by looking through two lenses, your business needs and users’ goals, and catering to both. A thorough understanding of how these two lenses overlap can greatly improve the role your website plays in growing your business.
This exercise is ideal for businesses seeking to develop a new website or improve an existing website.
Audience
The purpose of this exercise is to help you map out your business’s user experience and identify any opportunities your website can leverage. This information can then be used as a starter point for a website consultation with Prolex Media.
Purpose
Identify opportunities to improve your online experience
User Experience Map
Successful online strategies must be driven by a positive user (online customer) experience. Effective user experience (UX) is created by looking through two lenses, your business needs and users’ goals, and catering to both. A thorough understanding of how these two lenses overlap can greatly improve the role your website plays in growing your business.
Use the table we provided below to map out your user journey and imagine yourself in their shoes. We provided some sample questions to get you started. A fun way to do this is to put the categories on a wall and have your team use sticky notes to fill in each section.
Go through each stage of the journey and imagine what they might be doing, thinking and feeling at each step. If they have questions or hit roadblocks on the way, you can identify opportunities to provide the information they need or actions they can take.
The end result provides you a clear, easy-to-reference map that will help you decide what kind of content and features you need on your website.
User Experience Map Template
Discover + Learn/Consider
Action
Service + Relationships
Doing
What do your customers do to find your business? Do they find it through a search engine or social media platforms?
How do they learn about your business? Do they read about it? Do they watch videos?
How do you customers take action to engage with your business?
Do they fill in a contact form, or call you from a contact page?
Is it easy for them to do?
What do your customers have to do to receive your service/product? Do they need an appointment? How do they follow up if they need further support? How do they let you know how their experience was?
Thinking
What might your customers think about your business based on the information available?
Why would they choose you over a competitor? What questions might they have that are unanswered?
Your customers may be wondering what the process is for becoming a customer or the costs associated.
Do your customers think the process was convenient?Would they recommend your business?
Feeling
How would the information you provided and how it’s presented make your customers feel? Confident? Confused? Inspired?
How might your customers be feeling about taking action? Confident and excited? Relieved with how easy it was to take action, or frustrated because it was difficult?
How might customers feel about your business experience? Do they feel satisfied?
Opportunities
Make sure your website is search engine optimized so your customers can find you.Provide useful content to ensure your customers have all the information they need to make the decision to do business with you.
Make it as easy as possible for customers to take action, such as by putting a contact button on each page or having a form to fill to set up an appointment or get a free estimateIf they do not finish the journey at this time, is it easy for them to keep you top of mind, such as by having a subscribe form or a shopping cart?
Follow up with customers about their experience and give them an opportunity to rate/review it.Ensure customer service is easy to access from your site, whether than is using a live chat feature or an easy to access service number.
