User Journey Mapping Advice

User journey.All right.We share that screen.Back to my desk.The user journey right here.OK, so this part, we're goingto talk about user journeymapping, so is the person whoasked this question or askfor this particular topic?Are they in the room right now?Down there, Chris.Yeah, I can hear you.Of course, Nicholas Nicholas.All right.Can you give me a little bitmore information about whatyou want to know specifically?And I think I can helpyou stumble aroundbecause I still tryingto resolve it in my mind.I think what mybiggest hangup is,there's a lot ofvariations out in the wild.Everything fromwhat's on the Academyto just basiconline researching.And I'm getting stuck afterspecifically the awarenessstage.After the awarenessstage there, youcan break it down to somany other engagement,consideration,compare and contrast,and I don't know whatmodel to stick with.And that's what the most,the most successful but mostsuccessful persituation, I guess.Mm-hmm I don't think I agreewith you because that there aremany, many different ways ofdoing user journey mapping,and whatever prompts seemedto make the most sense to youseems to flow is most logical.That you can explain tosomeone else is the best one.I don't know if there'ssuch a thing as the best.We're not looking for thebest sword to go fight with.We just any sort will do.And this is a funnySide Story here.I have two boys andthey play video games,and so I noticed thatyoung kids or little kids,they seem to be scurryingabout in these video gameslike fortnite, alwayslooking for the best gun.And what they dois they open chestsand they try to find a gun.And what happens?They get blasted in theface by somebody elsebecause they're too busyscurrying about lookingfor the best weapon.They think that'sgoing to be the ticket.And I tell them the waythat the game designersmake these things isthat most guns work.You just need to know how towork with each gun, right?So I don't think there is sucha thing as the best thing.It's just the thing that youfeel most comfortable with.So I made some notes here.I mean, I had a call and I wasthinking about user journeymapping.I was like, well,what happens first?Well, first is there needs to besome kind of compelling event.The person thatis out there needsto realize they have a need.I need to solve something.There's a problemin my life and Ineed to fix, OK, sothen they form intent.Like now, now that Iknow I need something,I wanted to solve that problem.If those two thingsdon't happen,there's no such thingas user journey mapping.You can't force somebodyto want somethingthat they don't themselveswant, and perhapswhat they do is to enter intosome kind of research phase.And typically,you would considerthis the awarenessphase, because howdo they become awareof and your service?But most of the time,and I'm just mapping,is my own experience.I enter into a research phase.I'm looking for theanswer and and thenwhen I think Ifound the answer, Iwant to validate itbecause I don't alwaystrust the things thatI see on the internet.So just because themanufacturer says it's gooddoesn't mean that it's good.So if I can find Amazon reviewsor I can post it online,say, does anybody else own this?Does it solve thiskind of problem?I want to validate that, andthat's using social proof.Perhaps other people havereviewed the same productor service onvideo or on a blog,and I want to beable to read it,and I think I can sniffout a page sponsoredreview versus an unbiasedreview pretty quickly.So now it's like,OK, I validate it.Now I'm ready to purchase.And what?What David Breyer says inhis book what is it called?Reinventing brand reinvention?Is that or something likethe brand intervention?Is that?That is just the beginningof the user journey.The purchase is not theend because now there'sthe delivery of the productitself, the ease of use,the way it makes youfeel and anythingthat happens afterwards.And the goal of any kindof user journey, I think,is to have the personbecome not only a customerbut become an advocate.So they're recommendingthey're sharing online.They take a moment towrite your wonderful reviewand they return because it'shard to acquire a new customer.It's easier to keep thecustomer you already haveand get them to buy more.So we need to continue the userjourney way beyond the purchasepoint.So that's just how I look at it.So those are promptsthat seem to work for me,and I think youcould find your own.You can grab one thatyou like and modifyit and say thesepoints make sense to meand they're missing something.So I'm going to sandwich acouple of things in here.The idea is that you're goingto design a preferred userexperience versusan existing one.So we're inventingnew systems, right?So when you inventa new user journey,one that has a preferred outcomefrom beginning to end and end,meaning that there are alifetime customer of oursnow, then what you need to do isto align the company, the user,the interface, theentire experiencearound this one desiredor preferred outcome.Does that seem toclear things up or no?Yeah, I think I need tofind the one that I'm close,align with and then try itout and then tweak as I go.Now any time you want to buysomething, Nicholas, thinkabout what you're goingthrough and you havethat you're looking fora new service or a placeto stay anything and you'regoing to go through it.Just make a mental note asto what you're doing first.And if you're like mostpeople, once you realize you,you have a need andyou form intent,you go into a research phase.So typically, where do you go?Most people would go to Google.Some people would go toYouTube and start typing in.Some people go directly to themanufacturers that they know.And see if they have asolution already there.So if you're acompany that doesn'thave that kind ofawareness, you haveto be fighting against them.OK So all you needto do is startto realize this iswhere it breaks down,there's an opportunity here.Here's a gap.Go fill it.Got it, makes sense.Yes, you're welcome.Anybody else that's askingfor user journey mapping thatwant to add something to this?Tigers and Tiger hair,usually usually Ihaven't done it myself so much,but usually those touch points.They have these emotionalmappings as well,if you can say it that way.You know what I'm saying?Yeah so that couldbe helpful as well,but if you cannot talk directlyto the user, of course,it's more complicated tocome up with these things,but that can behelpful sometimes.OK, I have a question for you.I go in the lastsix months, have youcome across in yoursearch for an answer,an emotional reaction that youhad in terms of a touch pointthat you came upon thatyou can share with us?I'm quite sure I had some, butnothing to share at the moment.Like a good example.Sorry right?So it would begood for all of usthat when you hit a point whenyou have an emotional reactionto really makenote of that, thisis really, really important.David Pryor sharedthis thing wherehe said that he and his wifewent out to buy a handbagand he was watching herand she was eyeballingone handbag in particular,but they didn't buybecause it's quite expensive.Then he doubled backto that same storeand then boughtthe exact handbag.And surprised her with a gift.And when they got home, he'slike, hey, I just picked upsomething for you.She opens it up andthe way it's packed,it's probably wrappedin a canvas bagand you open up the canvasbag and something inside.It seems like it's a gift.And it really is a gift.And then he said whenshe reached inside,he didn't realize this.There was a booklet, alittle booklet that describedhow this bag was made.It's kind of like the storyand the birth of this bag.And his wife read it, andshe had a profound connectionto it.It's not just a bag now.She knows it's back storyand it was wonderful for her.And so those arethe little thingsthat he remembersthat he makes note of.So that later on, whenhe's helping out a client,he can say, oh, you know what?I have an idea.What if we did this?What if we told story of thisproduct or service better?And let's get reallycreative here,and then they wouldbring that up.And then he can recount thetime that this happened to him,and then that emotion is goingto be shared with the clientand potentially be somethingthat you can replicate.Very important whenyou see something gooddone in the world,whether it's a story.A user interface or anythinglike that or a piece of designthat you make note of it sothat you can use it elsewhere,excuse me.