I was given a great opportunity to work on a new flagship product for Rubicon Project, an ad-tech product called: “Automated Guaranteed.” On this universal login screen for the platform, I wanted to do something a little different from the typical "two form fields on a page" design. The login screen is seen by all users and presents a missed opportunity since it has valuable real estate. It was a great opportunity to introduce new products. I introduced a marketing window next to the login area in which we rotate various new product features and products we wanted to raise awareness about.
At its core, a customer experience map is a tool for plotting the entire set of actionable touch-points the customer experiences in the context of engaging with a product or a service. The word actionable is most important to keep in mind, since actions are measurable.
The experience map below examines the four main components of a new product and the customer’s concerns, thoughts, feelings, stress-points and the overall potential emotional experience throughout the journey.