Mapping Customer Experience for the Future of Design

Mapping Customer
Experience
Lennart Overkamp
Interaction Designer
@OverkampLennart

In the future, there will be no user experience design.

In the future, there will be no user experience design.
~
There will only be design.

Service Design
#1. User-centred
#2. Co-creative
#3. Holistic
#4. Evidencing
#5. Sequencing

Lennart Overkamp
Interaction Designer
@OverkampLennart

6 months
of USI research
Research on best ﬁeld practices
Interviews with Mirabeau experts
Co-creation with Interaction Designers
Pilot tests and iterations

Guide to Experience Mapping
~
Six core questions

#1
Which goal(s) do I
want to achieve?

#1
Which goal(s) do I
want to achieve?
Why do I need an experience map?
For whom am I creating the map?
What type of customer am I mapping the
experience of?
What am I going to use the map for?

#1
Which goal(s) do I
want to achieve?
Examples:
Understand your customer
Identify opportunities & priorities
Evaluate design during a project
Facilitate discussion/brainstorming
Manage customers’ expectations

#2
Which structure should
my experience map have?

#2
Which structure should
my experience map have?
Examples:
Customer needs
Customer emotions
Touch points
Business needs
Systems
Barriers
Opportunities

#3
What do I need to learn
about the customer?

#3
What do I need to learn
about the customer?
What do I already know about the
customer?
What does the organisation already know
about their customer?
Which aspects of the customer
do I still need to learn?
Which qualitative research techniques
will I use?
Which quantitative research
techniques will I use?

#4
How do I ﬁll
my experience map?

#4
How do I ﬁll
my experience map?
How will you co-create the content?
How will you validate your research?
Always ask, what are the characteristics
of the customer?

#5
How do I visualise
my experience map?

#5
How do I visualise
my experience map?
Which message should the map convey?
What are the takeaways? The delight
points? The pain points?
What are the moments of truth?
What should be immediately clear
upon ﬁrst glance?
Which details may be discovered after
closer inspection?

#6
How will I use
my experience map?

#6
How will I use
my experience map?
Which goal(s) did I want to achieve?
How am I going to use my map to achieve
these goal(s)?

#1. Which goal(s) do I want to achieve?
#2. Which structure should my experience map have?
#3. What do I need to learn about the customer?
#4. How do I ﬁll my experience map?
#5. How do I visualise my experience map?
#6. How will I use my experience map?

Questions instead of instructions.

Source: strp.nl
Design Generalism
“Leave the details to the machine.”

Source: strp.nl
Design Generalism
Working alongside technology, providing context

Source: strp.nl
Design Generalism
Experience Architects

Source: strp.nl
Design Generalism
Experience Architects ~ Personality Designers

Source: strp.nl
Innovation-driven Design
“New technologies, new challenges for design.”
Designing look, feel, and function

Source: strp.nl
Innovation-driven Design
“New technologies, new challenges for design.”
Designing look, feel, and function
Designer adaptiveness is key

Technology changes,
humans stay the same.

Reach out to me:
lennartoverkamp@gmail.com
linkedin.com/in/lennartoverkamp
@OverkampLennart
Thank you for listening!
Any questions?

Mapping Customer Experience for the Future of Design

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