Experience maps — graphical representations of the interactions an individual may have with a product or service — are invaluable tools in visitor-centered web design. Experience mapping can lead to numerous insights by illustrating what audiences think, feel, and do at various stages in a process.
The utility of an experience map stretches beyond web design. By revealing existing gaps and potential opportunities in the overall user experience, these maps can educate stakeholders and drive positive changes and improvements across an entire engagement lifecycle.
5. 1. Principles of experience mapping
2. Examples of experience maps
3. Six things to do before you draw
4. Tools for creating experience maps
5. When to reference the map
8. An experience map is a visual
diagram to “illuminate the holistic
customer experience, demonstrating
the highs and lows people feel while
interacting with your product or
service.”
– Brandon Schauer,
Adaptive Path’s Guide to
Experience Mapping
9. Experience mapping
is the process you use
to create an experience map,
including . . .
10. revising the map
using the map as a reference
drafting the experience map
conducting interviews + research
11. KEEP THESE THINGS IN MIND WHEN EXPERIENCE MAPPING:
PURPOSE, PEOPLE, PROCESS
13. Purpose: an experience map should visualize
a customer’s experience with a product or service
across locations, time, and channels. The focus is
your customer or audience, not your service or product.
!
14. Purpose: on a web project specifically, an experience map can be a
powerful tool for relating web content to different parts of the
customer journey … and to identifying areas for improvement that
aren’t about your online presence.
!
16. People: an experience map should lead you to a better
understanding of — and empathy with — your audiences.
!
17. People: experience mapping can draw stakeholders
together and give them a common point of
reference — especially important in higher education, where
people often work in silos.
!
25. It’s an online booking system that unifies 35
different railway travel systems that connect
major cities throughout Europe.
26. This experience map shows the customer
journey from research and planning through
post-travel.
27.
28.
29.
30.
31.
32.
33. • Identifies steps in customer
journey, from travel research
to post-travel.
• Visualizes multiple methods /
devices for investigation.
• Focuses on customers’
feelings, thoughts, and
actions.
• Identifies opportunities for
improving the experience.
Recap!
35. This experience map example was created
for a broadband internet provider.
Let’s take a look!
36.
37.
38.
39.
40.
41. • Experience map begins with a
story and a person.
• Combines thoughts and feelings
into one category (they are
connected!).
• Identifies service gaps — places
where the customer may
experience emotional lows.
• Finishes with opportunities for
improving the experience.
Recap!
43. This experience map example
demonstrates what a person goes through
during a purchase at a Starbucks location.
44.
45.
46.
47.
48.
49. • Each touchpoint is described in
detail.
• Establishes customers’
baseline expectations.
• Identifies opportunities to
improve the experience.
• Identifies places – in the same
touchpoint – where some
customers might have a bad
experience.
Recap!
51. This experience map example
demonstrates the process of a
prospective graduate student
transitioning into a
current graduate student.
52. Don’t make them think.
The process of exploring and applying should be
clear and straightforward.
Allow freedom of process.
The experience of applying and deciding where to
go for graduate school isn’t linear.
Communicate the brand.
Users should experience you as engaging,
cosmopolitan, unpretentious, and enthusiastic.
Think beyond the website.
The website is one (but only one) of the major
touchpoints in what can be a lengthy process.
Stages NARROW CHOICES & APPLY DECIDE & ACCEPT TRANSITIONUNDERSTAND & EXPLORE
Principles
Thinking
Feeling
Opportunities
• Why do I want to do this?
• What programs are right for me?
• How do my options compare financially?
• What will my life be like?
• What are my short list of options?
• Who would I be working / studying with?
• Should I visit campus?
• How will I prepare for interviews?
• How many schools should I apply to?
• Is this the best fit for me in terms of goals?
Lifestyle? Location? Finances?
• If I get into multiple places and get similar offers,
how do I choose?
• How do I prepare for this transition?
• What do I need to know about next steps?
Doing
• Excitement: this is the next big step in my career!
• Frustration: comparing tuition costs is
complicated.
• Anticipation: this will be difficult, and may be fun.
• Excitement: to work with <specific professor>.
• Apprehension: I need to make sure I get my
applications in on time. And I don’t like
interviews.
• Excitement: I am closing in on a choice.
!
• Confidence: I’m making the right choice!
• Doubt: Am I making the right choice?
• Desire for reassurance: I want to know that I am
making the right choice.
!
• Relief: I’ve made it through an intense process
and am ready for the next step.
• Mixed feelings: there are big life changes ahead
and I’m feeling complex emotions.
• Anticipation: what may the future be like?
Visiting .edu sites
Reviewing rankings
Performing Google
searches, in-site
searches
Investigating jobs and pay
ranges possible with
specific degrees
Talking to peers,
family, and
influencers
Comparing of pros
and cons of each option in detail
Completing
applications
Reviewing financial
aid possibilities Making deposit
$
Accepting an
offer for admission
Talking to professors,
admissions counselors,
other graduates
Getting in touch
with incoming
classmatesRegistering for
classes
Reviewing research and
focus choices and
requirements
!
Likely
destinations
• Departments
• Request info
• Program pages
• Faculty bios
• Research/focus areas
• Labs and facilities
• Financial aid
• Deadlines
• Program requirements
• Costs & tuition
• Online application
• Contact info
• Student Services • Visit information
• Check Application
Status
• Financial Aid
• Office of the Dean
• Register for classes
• Living options
• Incoming class info
• Graduate Student
Handbook
Give them reasons to choose you.
• Emphasize brand differentiators.
• Data/infographics about outcomes and success.
• Improve program pages / add program filter.
Make transactions speedy.
• Confirmation online and in person about
acceptance, financial aid, deposit information.
Make post-admission steps painless.
• Provide a great post-application checklist.
• Make living options available.
• Facilitate interactions between incoming peers.
• Review in-site search data relevant to programs.
• Costs and financial aid should be intuitive.
• Faculty bios should be current and complete.
• Promote your location.
Deciding if now is the
right time for grad school
Moving in
investigating
neighborhoods and
housing
Engaging in social
Visiting campus
53. Don’t make them think.
The process of exploring and applying should be
clear and straightforward.
Allow freedom of process.
The experience of applying and deciding where to
go for graduate school isn’t linear.
Communicate the brand.
Users should experience you as engaging,
cosmopolitan, unpretentious, and enthusiastic.
Think beyond the website.
The website is one (but only one) of the major
touchpoints in what can be a lengthy process.
Stages NARROW CHOICES & APPLY DECIDE & ACCEPT TRANSITIONUNDERSTAND & EXPLORE
Principles
Thinking
Feeling
Opportunities
• Why do I want to do this?
• What programs are right for me?
• How do my options compare financially?
• What will my life be like?
• What are my short list of options?
• Who would I be working / studying with?
• Should I visit campus?
• How will I prepare for interviews?
• How many schools should I apply to?
• Is this the best fit for me in terms of goals?
Lifestyle? Location? Finances?
• If I get into multiple places and get similar offers,
how do I choose?
• How do I prepare for this transition?
• What do I need to know about next steps?
Doing
• Excitement: this is the next big step in my career!
• Frustration: comparing tuition costs is
complicated.
• Anticipation: this will be difficult, and may be fun.
• Excitement: to work with <specific professor>.
• Apprehension: I need to make sure I get my
applications in on time. And I don’t like
interviews.
• Excitement: I am closing in on a choice.
!
• Confidence: I’m making the right choice!
• Doubt: Am I making the right choice?
• Desire for reassurance: I want to know that I am
making the right choice.
!
• Relief: I’ve made it through an intense process
and am ready for the next step.
• Mixed feelings: there are big life changes ahead
and I’m feeling complex emotions.
• Anticipation: what may the future be like?
Visiting .edu sites
Reviewing rankings
Performing Google
searches, in-site
searches
Investigating jobs and pay
ranges possible with
specific degrees
Talking to peers,
family, and
influencers
Comparing of pros
and cons of each option in detail
Completing
applications
Reviewing financial
aid possibilities Making deposit
$
Accepting an
offer for admission
Talking to professors,
admissions counselors,
other graduates
Getting in touch
with incoming
classmatesRegistering for
classes
Reviewing research and
focus choices and
requirements
!
Likely
destinations
• Departments
• Request info
• Program pages
• Faculty bios
• Research/focus areas
• Labs and facilities
• Financial aid
• Deadlines
• Program requirements
• Costs & tuition
• Online application
• Contact info
• Student Services • Visit information
• Check Application
Status
• Financial Aid
• Office of the Dean
• Register for classes
• Living options
• Incoming class info
• Graduate Student
Handbook
Give them reasons to choose you.
• Emphasize brand differentiators.
• Data/infographics about outcomes and success.
• Improve program pages / add program filter.
Make transactions speedy.
• Confirmation online and in person about
acceptance, financial aid, deposit information.
Make post-admission steps painless.
• Provide a great post-application checklist.
• Make living options available.
• Facilitate interactions between incoming peers.
• Review in-site search data relevant to programs.
• Costs and financial aid should be intuitive.
• Faculty bios should be current and complete.
• Promote your location.
Deciding if now is the
right time for grad school
Moving in
investigating
neighborhoods and
housing
Engaging in social
Visiting campus
54. Don’t make them think.
The process of exploring and applying should be
clear and straightforward.
Allow freedom of process.
The experience of applying and deciding where to
go for graduate school isn’t linear.
Communicate the brand.
Users should experience you as engaging,
cosmopolitan, unpretentious, and enthusiastic.
Think beyond the website.
The website is one (but only one) of the major
touchpoints in what can be a lengthy process.
Stages NARROW CHOICES & APPLY DECIDE & ACCEPT TRANSITIONUNDERSTAND & EXPLORE
Principles
Thinking
Feeling
Opportunities
• Why do I want to do this?
• What programs are right for me?
• How do my options compare financially?
• What will my life be like?
• What are my short list of options?
• Who would I be working / studying with?
• Should I visit campus?
• How will I prepare for interviews?
• How many schools should I apply to?
• Is this the best fit for me in terms of goals?
Lifestyle? Location? Finances?
• If I get into multiple places and get similar offers,
how do I choose?
• How do I prepare for this transition?
• What do I need to know about next steps?
Doing
• Excitement: this is the next big step in my career!
• Frustration: comparing tuition costs is
complicated.
• Anticipation: this will be difficult, and may be fun.
• Excitement: to work with <specific professor>.
• Apprehension: I need to make sure I get my
applications in on time. And I don’t like
interviews.
• Excitement: I am closing in on a choice.
!
• Confidence: I’m making the right choice!
• Doubt: Am I making the right choice?
• Desire for reassurance: I want to know that I am
making the right choice.
!
• Relief: I’ve made it through an intense process
and am ready for the next step.
• Mixed feelings: there are big life changes ahead
and I’m feeling complex emotions.
• Anticipation: what may the future be like?
Visiting .edu sites
Reviewing rankings
Performing Google
searches, in-site
searches
Investigating jobs and pay
ranges possible with
specific degrees
Talking to peers,
family, and
influencers
Comparing of pros
and cons of each option in detail
Completing
applications
Reviewing financial
aid possibilities Making deposit
$
Accepting an
offer for admission
Talking to professors,
admissions counselors,
other graduates
Getting in touch
with incoming
classmatesRegistering for
classes
Reviewing research and
focus choices and
requirements
!
Likely
destinations
• Departments
• Request info
• Program pages
• Faculty bios
• Research/focus areas
• Labs and facilities
• Financial aid
• Deadlines
• Program requirements
• Costs & tuition
• Online application
• Contact info
• Student Services • Visit information
• Check Application
Status
• Financial Aid
• Office of the Dean
• Register for classes
• Living options
• Incoming class info
• Graduate Student
Handbook
Give them reasons to choose you.
• Emphasize brand differentiators.
• Data/infographics about outcomes and success.
• Improve program pages / add program filter.
Make transactions speedy.
• Confirmation online and in person about
acceptance, financial aid, deposit information.
Make post-admission steps painless.
• Provide a great post-application checklist.
• Make living options available.
• Facilitate interactions between incoming peers.
• Review in-site search data relevant to programs.
• Costs and financial aid should be intuitive.
• Faculty bios should be current and complete.
• Promote Medford/Somerville location.
Deciding if now is the
right time for grad school
Moving in
investigating
neighborhoods and
housing
Engaging in social
Visiting campus
55. Don’t make them think.
The process of exploring and applying should be
clear and straightforward.
Allow freedom of process.
The experience of applying and deciding where to
go for graduate school isn’t linear.
Communicate the brand.
Users should experience You as engaging,
cosmopolitan, unpretentious, and enthusiastic.
Think beyond the website.
The website is one (but only one) of the major
touchpoints in what can be a lengthy process.
Stages NARROW CHOICES & APPLY DECIDE & ACCEPT TRANSITIONUNDERSTAND & EXPLORE
Principles
Thinking
Feeling
Opportunities
• Why do I want to do this?
• What programs are right for me?
• How do my options compare financially?
• What will my life be like?
• What are my short list of options?
• Who would I be working / studying with?
• Should I visit campus?
• How will I prepare for interviews?
• How many schools should I apply to?
• Is this the best fit for me in terms of goals?
Lifestyle? Location? Finances?
• If I get into multiple places and get similar offers,
how do I choose?
• How do I prepare for this transition?
• What do I need to know about next steps?
Doing
• Excitement: this is the next big step in my career!
• Frustration: comparing tuition costs is
complicated.
• Anticipation: this will be difficult, and may be fun.
• Excitement: to work with <specific professor>.
• Apprehension: I need to make sure I get my
applications in on time. And I don’t like
interviews.
• Excitement: I am closing in on a choice.
!
• Confidence: I’m making the right choice!
• Doubt: Am I making the right choice?
• Desire for reassurance: I want to know that I am
making the right choice.
!
• Relief: I’ve made it through an intense process
and am ready for the next step.
• Mixed feelings: there are big life changes ahead
and I’m feeling complex emotions.
• Anticipation: what may the future be like?
Visiting .edu sites
Reviewing rankings
Performing Google
searches, in-site
searches
Investigating jobs and pay
ranges possible with
specific degrees
Talking to peers,
family, and
influencers
Comparing of pros
and cons of each option in detail
Completing
applications
Reviewing financial
aid possibilities Making deposit
$
Accepting an
offer for admission
Talking to professors,
admissions counselors,
other graduates
Getting in touch
with incoming
classmatesRegistering for
classes
Reviewing research and
focus choices and
requirements
!
Likely
destinations
• Departments
• Request info
• Program pages
• Faculty bios
• Research/focus areas
• Labs and facilities
• Financial aid
• Deadlines
• Program requirements
• Costs & tuition
• Online application
• Contact info
• Student Services • Visit information
• Check Application
Status
• Financial Aid
• Office of the Dean
• Register for classes
• Living options
• Incoming class info
• Graduate Student
Handbook
Give them reasons to choose you.
• Emphasize brand differentiators.
• Data/infographics about outcomes and success.
• Improve program pages / add program filter.
Make transactions speedy.
• Confirmation online and in person about
acceptance, financial aid, deposit information.
Make post-admission steps painless.
• Provide a great post-application checklist.
• Make living options available.
• Facilitate interactions between incoming peers.
• Review in-site search data relevant to programs.
• Costs and financial aid should be intuitive.
• Faculty bios should be current and complete.
• Promote Medford/Somerville location.
Deciding if now is the
right time for grad school
Moving in
investigating
neighborhoods and
housing
Engaging in social
Visiting campus
56. Don’t make them think.
The process of exploring and applying should be
clear and straightforward.
Allow freedom of process.
The experience of applying and deciding where to
go for graduate school isn’t linear.
Communicate the brand.
Users should experience You as engaging,
cosmopolitan, unpretentious, and enthusiastic.
Think beyond the website.
The website is one (but only one) of the major
touchpoints in what can be a lengthy process.
Stages NARROW CHOICES & APPLY DECIDE & ACCEPT TRANSITIONUNDERSTAND & EXPLORE
Principles
Thinking
Feeling
Opportunities
• Why do I want to do this?
• What programs are right for me?
• How do my options compare financially?
• What will my life be like?
• What are my short list of options?
• Who would I be working / studying with?
• Should I visit campus?
• How will I prepare for interviews?
• How many schools should I apply to?
• Is this the best fit for me in terms of goals?
Lifestyle? Location? Finances?
• If I get into multiple places and get similar offers,
how do I choose?
• How do I prepare for this transition?
• What do I need to know about next steps?
Doing
• Excitement: this is the next big step in my career!
• Frustration: comparing tuition costs is
complicated.
• Anticipation: this will be difficult, and may be fun.
• Excitement: to work with <specific professor>.
• Apprehension: I need to make sure I get my
applications in on time. And I don’t like
interviews.
• Excitement: I am closing in on a choice.
!
• Confidence: I’m making the right choice!
• Doubt: Am I making the right choice?
• Desire for reassurance: I want to know that I am
making the right choice.
!
• Relief: I’ve made it through an intense process
and am ready for the next step.
• Mixed feelings: there are big life changes ahead
and I’m feeling complex emotions.
• Anticipation: what may the future be like?
Visiting .edu sites
Reviewing rankings
Performing Google
searches, in-site
searches
Investigating jobs and pay
ranges possible with
specific degrees
Talking to peers,
family, and
influencers
Comparing of pros
and cons of each option in detail
Completing
applications
Reviewing financial
aid possibilities Making deposit
$
Accepting an
offer for admission
Talking to professors,
admissions counselors,
other graduates
Getting in touch
with incoming
classmatesRegistering for
classes
Reviewing research and
focus choices and
requirements
Likely
you.edu
destinations
• Departments
• Request info
• Program pages
• Faculty bios
• Research/focus areas
• Labs and facilities
• Financial aid
• Deadlines
• Program requirements
• Costs & tuition
• Online application
• Contact info
• Student Services • Visit information
• Check Application
Status
• Financial Aid
• Office of the Dean
• Register for classes
• Living options
• Incoming class info
• Graduate Student
Handbook
Give them reasons to choose you.
• Emphasize brand differentiators.
• Data/infographics about outcomes and success.
• Improve program pages / add program filter.
Make transactions speedy.
• Confirmation online and in person about
acceptance, financial aid, deposit information.
Make post-admission steps painless.
• Provide a great post-application checklist.
• Make living options available.
• Facilitate interactions between incoming peers.
• Review in-site search data relevant to programs.
• Costs and financial aid should be intuitive.
• Faculty bios should be current and complete.
• Promote Medford/Somerville location.
Deciding if now is the
right time for grad school
Moving in
investigating
neighborhoods and
housing
Engaging in social
Visiting campus
57. Don’t make them think.
The process of exploring and applying should be
clear and straightforward.
Allow freedom of process.
The experience of applying and deciding where to
go for graduate school isn’t linear.
Communicate the brand.
Users should experience You as engaging,
cosmopolitan, unpretentious, and enthusiastic.
Think beyond the website.
The website is one (but only one) of the major
touchpoints in what can be a lengthy process.
Stages NARROW CHOICES & APPLY DECIDE & ACCEPT TRANSITIONUNDERSTAND & EXPLORE
Principles
Thinking
Feeling
Opportunities
• Why do I want to do this?
• What programs are right for me?
• How do my options compare financially?
• What will my life be like?
• What are my short list of options?
• Who would I be working / studying with?
• Should I visit campus?
• How will I prepare for interviews?
• How many schools should I apply to?
• Is this the best fit for me in terms of goals?
Lifestyle? Location? Finances?
• If I get into multiple places and get similar offers,
how do I choose?
• How do I prepare for this transition?
• What do I need to know about next steps?
Doing
• Excitement: this is the next big step in my career!
• Frustration: comparing tuition costs is
complicated.
• Anticipation: this will be difficult, and may be fun.
• Excitement: to work with <specific professor>.
• Apprehension: I need to make sure I get my
applications in on time. And I don’t like
interviews.
• Excitement: I am closing in on a choice.
!
• Confidence: I’m making the right choice!
• Doubt: Am I making the right choice?
• Desire for reassurance: I want to know that I am
making the right choice.
!
• Relief: I’ve made it through an intense process
and am ready for the next step.
• Mixed feelings: there are big life changes ahead
and I’m feeling complex emotions.
• Anticipation: what may the future be like?
Visiting .edu sites
Reviewing rankings
Performing Google
searches, in-site
searches
Investigating jobs and pay
ranges possible with
specific degrees
Talking to peers,
family, and
influencers
Comparing of pros
and cons of each option in detail
Completing
applications
Reviewing financial
aid possibilities Making deposit
$
Accepting an
offer for admission
Talking to professors,
admissions counselors,
other graduates
Getting in touch
with incoming
classmatesRegistering for
classes
Reviewing research and
focus choices and
requirements
!
Likely
destinations
• Departments
• Request info
• Program pages
• Faculty bios
• Research/focus areas
• Labs and facilities
• Financial aid
• Deadlines
• Program requirements
• Costs & tuition
• Online application
• Contact info
• Student Services • Visit information
• Check Application
Status
• Financial Aid
• Office of the Dean
• Register for classes
• Living options
• Incoming class info
• Graduate Student
Handbook
Give them reasons to choose you.
• Emphasize brand differentiators.
• Data/infographics about outcomes and success.
• Improve program pages / add program filter.
Make transactions speedy.
• Confirmation online and in person about
acceptance, financial aid, deposit information.
Make post-admission steps painless.
• Provide a great post-application checklist.
• Make living options available.
• Facilitate interactions between incoming peers.
• Review in-site search data relevant to programs.
• Costs and financial aid should be intuitive.
• Faculty bios should be current and complete.
• Promote Medford/Somerville location.
Deciding if now is the
right time for grad school
Moving in
investigating
neighborhoods and
housing
Engaging in social
Visiting campus
58. Don’t make them think.
The process of exploring and applying should be
clear and straightforward.
Allow freedom of process.
The experience of applying and deciding where to
go for graduate school isn’t linear.
Communicate the brand.
Users should experience You as engaging,
cosmopolitan, unpretentious, and enthusiastic.
Think beyond the website.
The website is one (but only one) of the major
touchpoints in what can be a lengthy process.
Stages NARROW CHOICES & APPLY DECIDE & ACCEPT TRANSITIONUNDERSTAND & EXPLORE
Principles
Thinking
Feeling
Opportunities
• Why do I want to do this?
• What programs are right for me?
• How do my options compare financially?
• What will my life be like?
• What are my short list of options?
• Who would I be working / studying with?
• Should I visit campus?
• How will I prepare for interviews?
• How many schools should I apply to?
• Is this the best fit for me in terms of goals?
Lifestyle? Location? Finances?
• If I get into multiple places and get similar offers,
how do I choose?
• How do I prepare for this transition?
• What do I need to know about next steps?
Doing
• Excitement: this is the next big step in my career!
• Frustration: comparing tuition costs is
complicated.
• Anticipation: this will be difficult, and may be fun.
• Excitement: to work with <specific professor>.
• Apprehension: I need to make sure I get my
applications in on time. And I don’t like
interviews.
• Excitement: I am closing in on a choice.
!
• Confidence: I’m making the right choice!
• Doubt: Am I making the right choice?
• Desire for reassurance: I want to know that I am
making the right choice.
!
• Relief: I’ve made it through an intense process
and am ready for the next step.
• Mixed feelings: there are big life changes ahead
and I’m feeling complex emotions.
• Anticipation: what may the future be like?
Visiting .edu sites
Reviewing rankings
Performing Google
searches, in-site
searches
Investigating jobs and pay
ranges possible with
specific degrees
Talking to peers,
family, and
influencers
Comparing of pros
and cons of each option in detail
Completing
applications
Reviewing financial
aid possibilities Making deposit
$
Accepting an
offer for admission
Talking to professors,
admissions counselors,
other graduates
Getting in touch
with incoming
classmatesRegistering for
classes
Reviewing research and
focus choices and
requirements
!
Likely
destinations
• Departments
• Request info
• Program pages
• Faculty bios
• Research/focus areas
• Labs and facilities
• Financial aid
• Deadlines
• Program requirements
• Costs & tuition
• Online application
• Contact info
• Student Services • Visit information
• Check Application
Status
• Financial Aid
• Office of the Dean
• Register for classes
• Living options
• Incoming class info
• Graduate Student
Handbook
Give them reasons to choose you.
• Emphasize brand differentiators.
• Data/infographics about outcomes and success.
• Improve program pages / add program filter.
Make transactions speedy.
• Confirmation online and in person about
acceptance, financial aid, deposit information.
Make post-admission steps painless.
• Provide a great post-application checklist.
• Make living options available.
• Facilitate interactions between incoming peers.
• Review in-site search data relevant to programs.
• Costs and financial aid should be intuitive.
• Faculty bios should be current and complete.
• Promote Medford/Somerville location.
Deciding if now is the
right time for grad school
Moving in
investigating
neighborhoods and
housing
Engaging in social
Visiting campus
59. • This map draws heavily from
Adaptive Path’s railway model
with variations to suit the
application of the information.
• Icons in the Doing section help
visualize customer actions.
• We connect each phase to
likely destinations on the web
to help make the strategy
actionable.
Recap!
Don’t make them think.
The process of exploring and applying should be
clear and straightforward.
Allow freedom of process.
The experience of applying and deciding where to
go for graduate school isn’t linear.
Communicate the brand.
Users should experience you as engaging,
cosmopolitan, unpretentious, and enthusiastic.
Think beyond the website.
The website is one (but only one) of the major
touchpoints in what can be a lengthy process.
Stages NARROW CHOICES & APPLY DECIDE & ACCEPT TRANSITIONUNDERSTAND & EXPLORE
Principles
Thinking
Feeling
Opportunities
• Why do I want to do this?
• What programs are right for me?
• How do my options compare financially?
• What will my life be like?
• What are my short list of options?
• Who would I be working / studying with?
• Should I visit campus?
• How will I prepare for interviews?
• How many schools should I apply to?
• Is this the best fit for me in terms of goals?
Lifestyle? Location? Finances?
• If I get into multiple places and get similar offers,
how do I choose?
• How do I prepare for this transition?
• What do I need to know about next steps?
Doing
• Excitement: this is the next big step in my career!
• Frustration: comparing tuition costs is
complicated.
• Anticipation: this will be difficult, and may be fun.
• Excitement: to work with <specific professor>.
• Apprehension: I need to make sure I get my
applications in on time. And I don’t like
interviews.
• Excitement: I am closing in on a choice.
• Confidence: I’m making the right choice!
• Doubt: Am I making the right choice?
• Desire for reassurance: I want to know that I am
making the right choice.
• Relief: I’ve made it through an intense process
and am ready for the next step.
• Mixed feelings: there are big life changes ahead
and I’m feeling complex emotions.
• Anticipation: what may the future be like?
Visiting .edu sites
Reviewing rankings
Performing Google
searches, in-site
searches
Investigating jobs and pay
ranges possible with
specific degrees
Talking to peers,
family, and
influencers
Comparing of pros
and cons of each option in detail
Completing
applications
Reviewing financial
aid possibilities Making deposit
$
Accepting an
offer for admission
Talking to professors,
admissions counselors,
other graduates
Getting in touch
with incoming
classmatesRegistering for
classes
Reviewing research and
focus choices and
requirements
Likely
destinations
• Departments
• Request info
• Program pages
• Faculty bios
• Research/focus areas
• Labs and facilities
• Financial aid
• Deadlines
• Program requirements
• Costs & tuition
• Online application
• Contact info
• Student Services • Visit information
• Check Application
Status
• Financial Aid
• Office of the Dean
• Register for classes
• Living options
• Incoming class info
• Graduate Student
Handbook
Give them reasons to choose you.
• Emphasize brand differentiators.
• Data/infographics about outcomes and success.
• Improve program pages / add program filter.
Make transactions speedy.
• Confirmation online and in person about
acceptance, financial aid, deposit information.
Make post-admission steps painless.
• Provide a great post-application checklist.
• Make living options available.
• Facilitate interactions between incoming peers.
• Review in-site search data relevant to programs.
• Costs and financial aid should be intuitive.
• Faculty bios should be current and complete.
• Promote your location.
Deciding if now is the
right time for grad school
Moving in
investigating
neighborhoods and
housing
Engaging in social
Visiting campus
62. 1Revisit the stories and conversations that you know.
Remember and review notes from one-on-ones that
you’ve had with people from your target audiences or
with people who work with your target audiences.
63. 2Review any brand, marketing studies or research your
institution has performed with the audience group
you’re mapping.
Market research often has a shelf life of 5 - 10 years,
depending on the methodology.
Reviewing past market research may give you insight
into how your audiences think.
64. 3Talk to the people who answer the phones and calls.
Get anecdotal information from the people on the front
lines — those who answer the phones and respond to
emails from your constituents every day.
65. 4Talk to leadership in different areas.
Talk to subject matter experts in your institution.
For example, deans or department chairs might have a
different point-of-view than leadership in admissions.
66. 5Review site (and microsite analytics).
Site analytics and search logs give you insight into what
your audiences find valuable – and may help identify
weak areas on your current site.
67. 6See what else is out there.
What are other leaders in education are saying about the
audience (current students, prospective students, alumni)
that you’re trying to reach? What external research on
usability or user experience can you tap?
71. How we picked these tools:
1) It has to be easy to create an experience map with the tool.
2) The tool has to be affordable.
3) The tool has to be vetted / widely accepted in the industry.
72. Tool Platform Cost
Keynote OSX Free with all macs
PowerPoint OSX or Windows $5 / month
Sketch OSX $79
Illustrator OSX or Windows $19.99 / month with more
robust plans
74. Search “free icons” on
smashingmagazine.com.
More than 2000 results – many
are multi-icon sets.
Sets are important because they
usually contain multiple icons you
can use.
76. During content production: the experience map can
be a reference for using appropriate voice and tone, as well as
for creating editorial calendars.
The process of experience mapping
During design: the experience map can be a reference for how
to enable and empower the customer to complete tasks.
During strategy, the experience map can inform
information architecture and content models.
During testing: the map can be a reference for
making sure a site delivers a premium experience.
78. CHECK IT OUT!
Adaptive Path co-founder and
Mental Models author Indi Young
Empathy in Business Workshop
Tuesday, 16 September, Chicago
http://bit.ly/1BeUWdI