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First you'll need to define your user: Who they are, and what do they way by interacting with your website? Ben shows you a specific formula to use to make sure your journey mapping is effective.
To start the mapping exercise you'll create the map and then start plotting out your user's physical journey. These are the steps or stages they go on during their interaction with your website: the things they DO.
Now, for each of your physically stages, you'll need to map on an emotional stage. Users are people, and they'll feel thing as they interact with your site.
Finally, now that you have a complete picture of the journey that people take during their time interactiving with your site or app, Ben shows you how to use the map to make some changes to your site that will ensure your users have an even better time.
Another good introduction to experience mapping article, from my good friend Luke at UX Mastery. Check out the rest of the site for even more great UX articles, tips and resources.
A really nice article explaining "...the virtues of customer journey maps, the necessary ingredients that make them an intelligent deliverable that encourages conversation and collaboration, and the role they can play in effecting real change in large organisations."
Another nice introduction to journey mapping.
The "Complete Guide to Creating Value through Journeys, Blueprints, and Diagrams" from O'Reilly.
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