UX & Market Research

Identical Process and Methods That Define Our Success

Since our main goal is to help our clients to identify their marketing opportunity, user problem, and provide viability of solutions, we conduct a customer/user journey map framework. It is the visualization of the process that a person goes through in order to accomplish a goal. This framework encompasses at least five key elements:

1. Character
The character represents the persona or user at the center of the journey. It embodies the perspective we focus on and is often aligned with well-defined personas. The character's actions within the map are rooted in data and real user experiences.

2. Scenario & Expectations
Scenarios define the specific situations that the journey map addresses, closely tied to the character's goals or needs and their corresponding expectations. These scenarios can either be based on real-life situations for existing products/services or anticipated scenarios for products in the design phase.

3. Phases of the Journey
These high-level journey phases provide structure and organization to the journey map. They serve as the overarching stages within which we detail the character's actions, thoughts, and emotions.

4. Actions, Mindsets, and Emotions

• Actions represent the tangible behaviors and steps taken by users. Rather than a granular, step-by-step log of every interaction, they provide a broader view of user behavior.
• Mindsets capture the character's thoughts, questions, motivations, and information needs at various stages of the journey.
• Emotions are depicted as a continuous line across the journey phases, illustrating the emotional highs and lows experienced by the character throughout their journey

5. Opportunities
Opportunities are insights gleaned from the mapping process. Alongside additional contextual information such as ownership and relevant metrics, they shed light on how the user experience can be enhanced and optimized.