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Experience Map

A holistic visualization of an end-to-end experience, agnostic of specific products or features.

The Lens (Persona)

[Persona Name]

The Goal

[What is the user trying to achieve at a high level?]

Guiding Principle

[Core value or philosophy for this experience]

1. Awareness
User Goal
[Realize a need exists]
Behaviors
[Ask friends, Search Google]
Thinking / Feeling
[Curious, unsure, overwhelmed]
Pain Points
[Too much conflicting info]
2. Consideration
User Goal
[Evaluate options]
Behaviors
[Read reviews, Compare specs]
Thinking / Feeling
[Cautious, analytical]
Pain Points
[Hard to compare apples to apples]
3. Decision
User Goal
[Select and purchase]
Behaviors
[Checkout, Sign contract]
Thinking / Feeling
[Anxious, hopeful]
Pain Points
[Hidden fees, complex forms]
4. Usage
User Goal
[Get value from purchase]
Behaviors
[Onboarding, Daily use]
Thinking / Feeling
[Satisfied, frustrated]
Pain Points
[Learning curve]
5. Loyalty
User Goal
[Share or renew]
Behaviors
[Refer friend, Upgrade]
Thinking / Feeling
[Trust, advocate]
Pain Points
[Lack of rewards]