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Experience Map or the user experience map

Thomas Huber

July 8, 2020

8 min of reading


Also called the customer journey, the Experience Map is a virtual synthesis of the customer journey when using a given product or service. A true mapping of the user experience, this design method makes it possible to define the various potential problems that the user could encounter. In other words, when developing a product or service, the Experience Map highlights obstacles as well as opportunities for improving them based on the user's journey.

What is the Experience Map?

Identifying the needs and feelings experienced by users when faced with a new product or service is the primary objective of any innovative project designer. Based more on user experience than on the usefulness of a product itself, today's marketing methods prioritize individual feelings in the context of interaction. It is in this context that the experience map has become an essential tool in the design of new products and services. While defining a sustained vision of the interaction between user and product / service, this method also highlights the potential limits and prerogatives attached to it. Drawing the user experience in a simplified graphic, this process is the task of any designer or innovator.

An essential tool for innovative production

"Bringing life" to the customer experience by mapping their journey through the use of a new product or service, the Experience Map is a UX mapping tool used by any web designer or development manager. Ultimately, it will serve as an essential device for the company as a primary structure for the design of innovation. Thus, the Experience Map is a modeling of the user journey, simplified into a readable map accessible to all stakeholders involved in the design process. It tells an understandable story that anyone can refer to in the development of a new product or service, and thus align the identification and journey of the user persona in interaction with it.

Mapping the user experience: what are the advantages?

First of all, the Experience Map is a design tool that has become universal in the business world, it knows no borders or sectors. Thus, it can be used in various circles and affiliates to design equally diverse products and services. Mapping the user experience thus makes it possible to anchor a product in experiential action and to define the potential obstacles or the various opportunities that may appear throughout the customer experience. Due to its modular nature and the diversity of its fields of application, the Experience Map can be summarized through the following general characteristics:

  • Define and delimit the potential obstacles encountered when using a new product or service through the feelings of the customer
  • Identify opportunities for improvement and innovation based on this user experience
  • Decide on new orientations based on the lessons learned from the previous steps
  • Provide a common materialization to all the actors involved in the design project produced through a readable map accessible to all
  • Unify decision-making and align objectives with a concrete reality of the product or service provided by this experience mappin

Understanding the user experience for a more refined innovation approach

Increasingly favored by product / service design directors, the Experience Map has now established itself as an essential device for refining and targeting its impact. With the user experience at its center, it allows for a more in-depth understanding of consumer expectations rather than responding to a specific need and utility. In addition, this device further stimulates the creativity and interactivity of those involved in the design process. Thus, in addition to designing innovative products and services that are more focused on their user, the experience map constitutes a real tool promoting ideation and can finally prove to be an unparalleled competitive tool.

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