I was given a great opportunity to work on a new flagship product for Rubicon Project, an ad-tech product called: Automated Guaranteed. On the login screen for the platform, I wanted to do something a little different from the typical 'two fields on a white page' design. The login screen is seen by people frequently 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 in which we rotate various new products and features 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 important to keep in mind, since actions are measurable.
The experience map examines the four main components of the product and the customer’s concerns, thoughts, feelings, anxieties and the overall potential emotional experience throughout the journey.