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UX Mapping Workshops

Build Paths to Loyalty

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Product creation and design involves all members of the project to have the same understanding about the project goals, the user needs and behaviors as well as the component processes involved. This understanding is built through visualizations also commonly known as Mappings.

Intelligaia helps build paths to loyalty using the four UX Mapping Methods

  • Empathy Mapping
  • Customer Journey Mapping
  • Experience Mapping
  • Service Blueprinting

How does it work?

Empathy Mapping: The First Step in Design Thinking

Empathy Maps illustrates user attitudes and behavior. This is used to understand the user’s mindset including what the user says, thinks, does or feel. It helps build empathy for each persona or user type. Empathy maps can capture one particular user or can reflect a collection of multiple users. It shows the user’s perspective regarding the tasks related to a product.

Why use it

  • Creates a shared understanding of user needs
  • Aids decision making

When to use

  • At the beginning of any design process
  • When categorizing research notes from user interviews, survey answers and other qualitative research

Customer Journey Mapping: Inform Design Processes

Customer Journey mapping combines storytelling and visualization to create a holistic view of customer experience/ interaction with a product or service in order to accomplish a specific goal. It is used for understanding and addressing customer needs and pain points

It’s just a story; A story of how a person (Your User) defeats a villain (Problem) with the help of a beautiful princess (Your Product).

Why use it

  • Identify moments of truth/touchpoints that cause pain or delight
  • Break down silos to create one shared, organization wide vision
  • Assign ownership of key touchpoints to internal departments
  • Shift organization’s perspective from inside-out (where internal processes and systems drive decisions that affect customer experience) to outside-in (refocus on the thoughts, actions and emotions of customers)
  • Understand quantitative data

When to use

  • At any point in the design process
  • As a reference point amongst a team throughout a product design cycle
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The journey mapping session with Intelligaia provided a multi-layered understanding of user insights and how they make choices in a contextual setting. Helped better visualize which aspects of the business to focus on.
~ Principal Architect at Cisco

Experience Mapping: Understand Human Perspective

Experience Mapping is used for visualization of an entire end to end experience that a person goes through in order to accomplish a goal. It follows a chronological order and is not tied to a specific product or service. Experience maps generalize the concept of customer-journey maps across user types and products.

Why use it

  • Understand a general human behavior
  • Build a baseline understanding of an experience that is not affiliated with a product/service

When to use

  • Before a customer journey map in order to gain understanding for a general human behavior
  • When converging multiple experiences into one visualization

Service Blueprint: Ideal approach to omnichannel experiences involving multiple touchpoints or crossfunctional effort

Service Blueprints map out the relationship between various service components (people, processes, and props) and customer touchpoints. As a process, service blueprinting fosters communication with cross functional teams, creates alignment on intangible services, and gives teams a sense of their contribution to the end-to-end customer experience.

Service Blueprints can be thought as an extension or counterparts to customer journeys focused on employees and instrumental in complex scenarios spanning many service-related offerings

Why use it

  • Identify weaknesses in the organization
  • Explore opportunities for optimization
  • Bridge cross department efforts
  • Break down silos and create one shared, organization-wide understanding of how the service is provided
  • Make invisible service components visible and help put products in context

When to use

  • After customer journey mapping
  • Prior to making organizational or process changes
  • Recognizing a funnel or breakpoint internally

See it before you solve it

All UX Mappings have a two-fold advantage

  • It initiates conversation and builds an aligned mental model.
  • The artifacts resulting from the mapping can be used amongst team, organization or stakeholders/partners to communicate an understanding of the user or service.

UX Mappings can form the basis for decision making and as a single point of truth as your team continues to move forward.

CX is all about Relationships over Transactions

A combination of all the four UX Mappings at different points in your product-design process can create an in depth understanding of your users and organization, bring alignment and understanding across departments, reorganize the experience holistically and encourage good project planning.