User journey mapping All questions answered- why what when

User Journey mapping, how to do it? First of all, why it is required when I have to do it before a project, during a project, after the project, whom I have to really take consideration for this and is there a template to do and what is the methodology to really follow and validate it? Right. Major question. Many product designers and UI UX designers have and lot of people ignore this step. Also lot of people consider this as an important thing. Also this podcast is going to address all these five questions. I'm going to give you clarity why it is damn important for anybody to really consider this. And also if you're working in a timeline, stringent project, budget, stringent project, resource stringent project, I'll still suggest a template for you guys how you can really take over that. Okay, so with this we are going to dive into the topic of User Journey mapping. Guys, welcome. Guys, welcome, welcome. Thank you for staying tuning in with me in Design for Change podcast. So the topic for now is User Journey Mapping. First of all, let me tell you guys why it is important. It is very crucial for two reasons. You need to understand the users properly. You need to understand their path, you need to understand their experience, you need to understand their frustrations. Then and only guys, let me tell you what you're going to design or serve or whatever is going to impact them, right? If you're not going through that, see the name itself suggests it's a journey, right? Mapping is actually putting out in a paper, putting out in a software putting out lesser jotted points or map or something. There is nothing like. It's like a Google map where you have to draw some algorithms and patterns and find out that also could be done. But that is like a very higher level. We need to just start from the basics to understand why is User Journey mapping important and why it is really considered. It's because of this reason. You need to understand the path of your user. You need to understand that experience and frustrations and pain points he's going through and then only you can able to justify that during your design, right? I hope everybody would have got the clarity. Why User Journey mapping is important. The second important factor is how to create it. Jagdish, it's fine. You said it's important how to do it. Let me tell you, there are five steps guys, how to create User Journey mapping. First step is define your Persona. Write down their goals neatly, write down their needs, write down their wants, write down their behaviors. That is exactly will define you. What that brand needs, what is the perception of that brand towards People. What is people's perception towards that brand? So both of these analysis could be done. Then you will have a proper Persona defined for creating a user journey mapping. Right? Without selecting the user, you cannot journey with them. It's simple. The second thing is map their touch points. Hey, what is this touch? Here we are designing some digital products. What is touch? Touch means touch screen. No guys, touches like wherever the customer is really interacting with your system. It's intangible for sure. I'm telling it's not a tangible touch, okay? It can have some tangibility during that particular transaction or interaction or registration for the product or even paying the physical money in their shop. Whatever is that. Touch points is how the customer is engaging with your brand. Let's say if they're interfacing with your advertisements, let's say if they are seeing your advertisement, not even taking any action, if they're. If your topic is trending in social media, let's say if you're downloading into the app store, let's say if they're registering for your app, let's say if they're making purchase or let's say if they're having some kind of a interaction with your brand. It's actually called touch points. See guys, mapping out this crucial touch points is very important. You should not consider touch means just touchscreen. People get this misconception. Touch points means where is that particular target audience is getting interfaced with your brand. I told you, from ad, from post, from registration, from purchase. You can do that. The third is emotional mapping. Okay, we are, we are going into the deep steps of user journey mapping. First is defining Persona. Second is mapping touchpoint. Third is emotional mapping. You need to know when your customer is excited. You need to know when your customer is frustrated. You need to know when your customer is happy. You need to know when they are confused. See guys, emotional factor is very important. It's not empathy, it's emotional. Right? How do I find out this Jagdish, this seems very intangible. Let me tell you guys, go and understand, talk to people. Try to understand what they are saying, what they are not seeing. There is a podcast called Listening Skill for a designer. Please go and definitely listen to it two or three times. I would suggest my students because if you develop that one quality, you will try to map the emotions very clearly. When they are happy. When they are not happy, they may tell they are happy. I will tell you one classical real story, guys. Okay. There is a guy in my college who did the project which is like Some iron box device for some doty. This laundry wall, right? They do this iron box. So they are right now having a huge heavy iron box. He went there and he asked, he wants to redesign that iron box. Okay. So he asked, what is the problem you're facing in inbox? They said, no problem. There's completely no problem. He was like, completely, oh my God, I'm going to do a project. But this guy is saying, I don't have problem. See guys, people don't know what they want. People really go into the habit, getting habitual, thinking, oh, I'm using this iron box for a very long time. I don't see any problem in that. We know that it's huge weight. We know that ergonomically it's not comfortable to carry that much of weight which is away from the body to press your iron box. Over the time he will have developed lot of health disorders. His spinal cord, his arms, his shoulder, all this dislocation problem will happen and weakening will happen if he does it for long years. But he doesn't know it because he got habitual towards it. Right? So when you're able to understand this aspect in the background and when you're able to see the sentences which the people have not said, seeing the unseen patterns, then you really map their emotion. Then you design a product and then they'll be like, oh, Acha, it's really lightweight. Yeah, let me use it. Yeah, it is little, little expensive only. No problem, but I'll get it. It seems very comfortable. See, when you give something people will talk about, that is emotional mapping. The fourth is identifying their pain, identifying their difficulties. See, it is slightly related to emotion. Only if you do the emotional mapping properly, you will come to know what are the difficulties, what are their dissatisfaction, what is their what is their complex process, what they are going through. Let's say if you are using some app, your existing product they are using, are they really clear in using the navigation of the product? Are they making the registration and payment success? Are they really stuck in any kind of a complex thing? Understanding their pain point? If already they are using their product or if you wanted to start from a new project, okay, that's very important. And the fifth important is improve and solution. You need to improvise by brainstorming and creating more ideas. We need to consider a lot of factors, then you can able to understand user journey much better. Okay, so defining Personas, mapping the touch points, mapping emotional things, identifying their pain areas and improving them. This is the how part of it. How I Can create user journey mapping. This is what is there. The third is how we can exactly go deep. It's a deep how I would say so you need to understand case study application. You need to take a particular case guys like let's say in your research you came to know during the mapping that let's say registration process is very complex for them in your application. Make sure how they can integrate it. Make sure you create some kind of. I'm just giving you an example. This is not the only solution based on your problem. What you choose, you can go deep. So let's say I'm taking an example of complex registration. You can use Facebook social media integration, you can use some form fields to create so that they can reduce that frictional towards engaging in your app. You can create registration with Aadhar so that people click it, they enter Aadhar, it's registered simple. It relieves some of their pain points, right? So you need to find their pain points and you need to journey with them and then you need to solve it. The second clearest second case study, what I'll take is maybe unclear navigation. Like let's say they don't know how to navigate in your website or mobile app or even in your product, physical product. Let me take that. Even if they open the product and install it, what will they do first? What will they do second? What if they don't do the second step and directly jump for the third? What will happen? How do you communicate to your user? This is a sequence. See guys, if you're not having a proper navigation in your product, you are miserably failing. That is why it's very important to understand the journey of the user. Right? Let's say if you're designing a system project, let's say if you're designing a service based project, if you are not understanding the navigation and the journey of the user, you are going to do a disaster in your project. You will do something and the end of the day it will not going to be used by anybody. It's not going to really solve any problem. So to do a very clear navigation in your user journey, you can find out a category categorization, you can analyze the input and then you can brainstorm that let's say in unclear navigation. I'll take that example. What is exactly making them unclear? What kind of optional I can give first analyze that and then categorize it. Okay, this is registration. Okay, this is purchase. Okay, this is transaction. Okay, this is follow up with the order. So how they can able to categorize it and what are the exact navigation difficulties they're making. Then create a very big layout, then brainstorm more ideas. Do not bring figma and all these things. Now categorize this information and then have a clarity and analysis. Then go and implement it in the software. Make some wireframes, make some rough sketches. Again, don't get carried away by this terminologies and all wireframe fidelity. Leave that, make some trial and errors, do some concepts and ideation. That's it. Go for direct solutions. Okay? Do not get carried away by the jargon words. What designers world use. I mean, I mean I would suggest people are using these words, they are more insecure, they wanted to get hired in the industry. That's why they use this kind of words to impress some recruiters or I mean, I never use that because I know the exact basic importance of being a designer. I. I think I have figured it out that that is why the answers, what we give, whatever you hear is very simple pointer, style, information, what I'm giving you. Because if you're able to give that kind of a clarity, then and only you will make your users also go through that same journey, right? If you are giving complex thing, how will, how will your customer will operate Simply you will talk about one side minimal Bauhaus simple design and the other side you will make complex graphics and all this thing, you need to reflect on that, right? A lot of people get offended when I say that. But if nobody's hitting your ego to unlearn these things, you will never become a great thinker or a different perspective guy in terms of design thinking, right? Then you solve this problem. So third important aspect is case study. I told you two case study. One is registration process, second is navigational clarity. Okay, so the fourth aspect of this podcast is universal format. See guys, even if you're not able to find out any kind of a user journey mapping, you're not able to find out anything. Just do these five steps. Take a Persona and identify them. Map at least whatever touch points, you know, try to take an emotional out of it on a surface level. Try to take a pain point and solve it. This is the five things which you can apply for any problem, any service, any system, any design projects. People normally ask me, hey, what is the format? You tell me. Tell me, Jagdish, tell me. Let me tell you guys, this is the five things. Even if you're lost somewhere, you can use this. Okay? Yes. The other aspect of this podcast is, hey, when should I exactly do it here? Can I do it before? Can I do it during the project? Can I do it after? Let me tell you guys, User Journey is not a one time activity. It is an ongoing process. Let's say if you're doing before a project, I would say it's good because you will come to know some assumptions, you will come to know some realities, you will come to know what is really happening. And when you conduct a user journey mapping in between the project, you will validate your assumptions. That's good. You will track check whether you are in the right path and what if you do after the project. Let me tell you guys, that is also good. You will come to know what is the before after of the user journey and that you can show your user. Hey, earlier you were like that. Now you are like Master Blaster here. Come on. See that helps for creating your USP also. That's helping you to even analyze also what difference and change you guys have made. And is this really justified? Is this really tangible? Is this, is it really good? That is why doing User Journey in three times is also important. And you decide based on the problem statement and your constraint and your timeline and your budget and your client and your results how you want it to do. Okay, so this is the entire aspect of user Journey mapping, guys. So the first is finding out the cruciality and importance of user journey mapping. Second is how you can do it by creating Persona mapping, touch points, emotional map, pain point identification solution. Third is using some case studies to understand and solve it. 4 Fourth is I gave you some template. Fifth is when exactly you can do. And the finally point to close this podcast is resources. You can use some resources called UX Win guys. That's a great tool to create some user journey mapping. There is a tool called Miro which I've also separately recorded a podcast you can do. It's a very collaborative tool. You can use Mural, you can use InVision. So these are some of the software which is used to create User journey mapping. The fourth is you can use Niels and Norman Group. You can read their articles, courses, you can read their report. It's more relating to user experience and user interface design. But you can read some blogs like Medium Design. Blogs like that will give you some physical product design. Also use a journey mapping for that and use a lot of sticky notes and write a lot of notes, guys. See if you use the resources properly only you will be able to come up with a huge ideas. Again to close this podcast, I'm reiterating User Journey is not a one time activity. It is an ongoing activity. When you install this mindset properly, then you create a huge difference and creativity in your project, not just following a templated work. Okay, thank you so much guys. Thank you for staying tuning in with me. If you need my support in helping and mentoring you, please hit that email. I'll be happy to help you out because I take few students only to help them. And if you wanted to connect with me for any kind of a doubts, or if you wanted to suggest me some improvements, feel free to write in the podcast. What do you think about this podcast? And hit me a five star rating in Apple and Spotify if you find this useful. Thank you so much guys. Take care. Bye bye. Thank you.