The Application of User Journey Map in O2O Industry
  • Junnan Feng Junnan Feng WeWork China Senior Product Designer

    I am mainly engaged in user experience and product design in the Internet industry. Currently in WeWork China, I am mainly engaged in space-related O2O experience design, and product design of complex sales team 2B tools, and participate in the creation of internal design systems.
    Once participated in the localization product team of the booking headquarters, responsible for the local product design of the Asia-Pacific region. After being dispatched to China, he led the redesign of the membership system and member experience, and participated in the construction of the early design team and design system.
    After studying computer science and technology at Xi'an Jiaotong University, he continued to study human-computer interaction design at the University of Washington and participated in the design of Expedia's responsive ordering process and the early design of a local startup during his studies.

    I believe that a good design is not an independent function that completes the data, but an experience design with a vision. From small details to a large architecture, the vision and mission behind this product should be expressed from end to end.

The Application of User Journey Map in O2O Industry

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Session 待定
Meeting room Undetermined
Time 10/15 12:36-12:36
Type Workshop
Language Mandarin
Direction User Research
keynote content
Content Introduction

WeWork's consistent vision is space as service, making office space a flexible resource. In Greater China, WeWork launched the GO Flash Seat service to meet its on-demand customer base.

In this workshop, the speaker will share project examples of using WeWork to expand the flexible use of meeting rooms to meet the needs of different groups (off-site customers, business talks etc.). In this case, how to use user experience maps to solve similar problems from online promotion , Book to offline to find WeWork office location, open the door by yourself, how the sponsor and participants communicate with the community team and other complex issues. In complex situations, consider online and offline experiences and find pain points and opportunities.

This workshop will use the design survey process in this project to elaborate on specific methodological applications:
1、What is a user experience map? Why you need it.
1.1 User map is a commonly used user research tool, which is mainly used to clarify the target user, path stage, user needs / stimulus points, actions, emotional changes and product opportunities in a task.
1.2 Scenarios that can be used include analysis of used products, design of upcoming products.
1.3 It can eliminate different departments / stakeholders' different perceptions of a product or service, unify everyone's goals, and is a very efficient and easy-to-understand tool.

2、How to make a user experience map
2.1 Preparation of user experience map:
2.1.1 User portrait (persona) can be generated from user interviews, background data, etc .;
2.1.2 The results of a large number of user interviews, or the conclusion of contextual inquiry, to restore the actual situation of users' actual use of a product / service;

2.2 Here we will quickly use the example of on-demand conference room booking to explain the meaning of each part
2.2.1 Segmentation of user interaction with products / services (can be large or small, it can be the step of shopping in a physical store, or the page required to register an account etc.)
2.2.2 Users' goals and requirements at each stage: obtained from previous user surveys
2.2.3 The medium that users interact with at each stage: This includes the actual tools used, the websites visited etc.
2.2.4 User actions and emotions at each stage: what users will do, what they think at each stage, and how they experience at this time
2.2.5 Pain points and product opportunity points for users at each stage: The stage division is located on the horizontal axis, and the others are located on the vertical axis. The vertical axis can be adjusted according to actual needs. For example, for products that are already online, when they interact with the media, they mainly focus on the interaction with their own products. For the features being designed, there may be no pain points.

2.3 What to pay attention to at the analysis point: understand what map you should use
2.3.1 Experience map (focus on observation, not analysis and interaction with existing products);
2.3.2 Service Blueprint (Focus on how to interact with the internal system at a certain stage and meet this demand, which may include different roles, such as community members, security, property, etc. in on-demand conference room booking)

3、In the O2O scenario, extend the traditional user experience map
3.1 The role in the vertical axis is no longer single, not only the user alone, but also needs to consider the scenes and things that will be encountered offline.
3.2 In O2O scenarios, information flow and function flow need to be added to clearly represent the interaction behavior of different roles.

4、By analyzing the latitude added in the conference room booking process of WeWork to guide the audience to start drawing their own maps, new community personnel, attendees, and access control are added throughout the process to more accurately describe how users use this feature .

5.Specific tools for drawing user experience maps
In the early stage, you can use whiteboards and stickers. Later designers can use design tools such as sketch to beautify, and finally they can be posted in a prominent position of the project team.

6. Use user experience maps to increase design influence and “unify” stakeholders
Here we will introduce how to carry out internal workshops and complete experience maps with other departments, and use this tool to achieve efficient communication, guide the audience to conduct workshops internally, and sort out pain points and opportunity points with stakeholders and work out together Medium and long-term strategic goals

Structure and Agenda

1、Workshop introduction, topic introduction: What is a user experience map? Why do you need it
2、Methodology Lecture: How to Make a User Experience Map
3、Practical operation exercises: how to extend the traditional user experience map in the O2O scenario
4、Methodology lecture: how to promote this tool within the company
5、Group discussion
6、Summary and review

Target Audience

1、Junior interaction designer, intermediate experience designer
2、Junior user researcher
3、Product manager

Participants Benefit

1、Learn to make user experience maps;
2、Learn how to apply user experience maps;
3、How to better use user experience maps to expand design influence;
4、The use of maps and user portraits by users is complementary;
5、Understand some tools for making user experience maps;

Work Case
  • User experience map
  • Design works
  • Design works
  • Design works
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