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HOW TO FIND
BURIED TREASURE
USING EXPERIENCE MAPS
By Conifer Research
Park.....Enter...Orient...Camp...Eat.....Play...Redeem...Exit...Go Home
? ?
Entice Enter Engage Exit Extend
Copyright Conifer Research 2002 How to Find Buried Treasure Using Experience Maps Page 5 of 6
e.g., placing an order. Look beyond When you have a metaphor, pick out
to the informal issues customers face, a few iconic images or artifacts that
e.g., tending to an impatient child. convey the metaphor particularly well.
In the example of IKEA offered above,
nearly all the notable features of the
experience are aimed at things other HOW TO USE AN EXPERIENCE MAP
than the steps required to shop for and If youve followed the process so
buy furniture. far, you have a room full of images
sequenced according to process, then
> Look for bright spots. mapped to the stages of the experience
Where does the experience model. You have identified key fea-
really seem to be working for tures, hot spots, bright spots, gaps, and
people? At what points do they iconic moments. Most important, your
seem to be having a great team has had a series of rich conver-
time? Where do the things and sations about the experience from the
spaces provided seem to meet users point of view. Now you can use
their needs particularly well? an Experience Map to innovate.
> Look for hot spots. Explore the metaphor. Discuss the impli-
cations of the existing metaphor for
Where does the experience
your long-term relationship with custom-
break down? When are people
ers. Is the metaphor compatible with
frustrated? Are they missing
Groups working with shared visuals can the promise of your brand? What prod-
create a powerful, shared picture of what things they need? Where are
ucts, services, and processes contribute
they learn, as they learn it. they forced to work around
to the truth of the metaphor?
the systems and processes in
place? When do they look
Fix hot spots. Phrase each hot spot
uncomfortable?
as a problem to solve. For instance,
Travelers need help with luggage.
> Look for gaps.
Then ideate around the problem state-
At which stages of the experi- ment, generating ideas for how to fix
ence are there few resources the problem. From these, you can cull
offered to customers? Where ideas best suited to your needs.
are transitions poorly handled
or simply ignored? Gather benchmarks. Where in the
world have other businesses done a
Look at the big picture. Pull back from great job of addressing the experience
your Map and try to characterize the issues you identified? When looking for
experience as a whole. Look for a cen- clues about how to better divide space
tral theme. Identify a couple of meta- in the workplace, one team looked at
phors that capture the essence of the the interiors of yachts and campers.
experience. For example, when we
looked at car rental, the experience Build on bright spots. For each bright
seemed like going through customs. spot, generate a list of ways you could
Copyright Conifer Research 2002 How to Find Buried Treasure Using Experience Maps Page 6 of 6