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Define: Using research to create experience maps

Growth Post It

Target the right problem to solve, and then frame the problem in a way that invites creative solutions

Innovation Post It

Organize feedback from research by describing what your users are doing, feeling, and thinking

Agility Post It
Follow Up

Analyze the feedback at a high level


Ideation Session Image

Experience Mapping

A great way to identify your users’ Pain Points is by starting with an Experience Mapping exercise. This is where your user research feedback will come in very handy.

Experience Mapping Image

Positive feeling icon 7:00 AM
Wake up
Very Positive feeling icon 8:30 AM
Arrive at work

Neutral feeling icon 11:00 AM
Have to use two different logins

Negative feeling icon 2:00 PM
Need to fax paperwork, takes a long time

Negative feeling icon 4:00 PM
Have to enter information manually

Negative feeling icon 6:45 PM
Leave work late

What is Experience Mapping?

Simply put, Experience Mapping is an illustration of complex paths that showcase a wide variety of interactions, that can be both digital and real-world. A successful Experience Mapping exercise, when completed, should reveal chronological series of engagement experiences that include a description of both digital and real-world activities, including accomplishments and challenges. When zooming out from this exercise, the whole picture of your user’s “day in their life” journey should reveal key-painpoints and customer burdens that are now your prime opporuntities for finding solutions, and most important, opportunities for innovation.

For example, a real-world pain point might be solved through a mobile feature that could save time and energy for your user. Or an existing mobile app feature could be modified, tweaked or replaced with another feature to simplify a difficult task. For this reason Experience Mapping is a key-ingredient to designing a successful, hollistic app.

We have developed a step-by-step approach to Experience Mapping to help you uncover the insights and breakthroughs you need to make your customer’s experience a success. And, most importantly, how to ensure that all your customer’s touchpoints work hand-in-hand without any barriers.

Organizing the Feedback

To help organize feedback from users organize their statements by what they are doing, feeling and thinking when going through a description of their “day in their life” relating to your product. Organize feedback from the users’ point of view in the following way:

Doing Post It

Example: I complain about not being able to log my time through one single app

Feeling Post It

Example: I feel frustrated at the delay it causes me in my workday and the extra steps I have to go through

Thinking Post It

Example: I believe outcomes of my workday are affected by lack of efficiency and overwhelming number of touch points I have to go through to get one task done


Continue to the Ideate section to learn more about the Design Thinking process.