It has its origins in, and has been used extensively in Service Design where customers are interacting with a number of touchpoints. We use experience maps in defining and designing multichannel retail experiences. We have borrowed elements from examples published online and added elements we feel help us better define these experiences.
There are four elements to the experience map:
- Customer type / persona we are designing for and their current response to the brand
- The journey across all touchopints
- The Customer's emotional / gut response to each part of the journey
- The business response to each element of the journey
- Any changes affected to the customer's perception of the brand + how the experience maps against the business principles