A user road map is a visual aid that allows an individual to envision the stages he/she goes through in order to accomplish a goal.
Similarly, while developing a digital product and design, it is crucial to understand how your consumer will react to unique touch points – this is key for a digital marketing company when building an effective digital experience. However, we must be mindful and ensure that the exercise produces precise and effective results that lead to the right decision and eventually, the right product.
Today, we will discuss the essentials of user road mapping, along with its benefits and a step-by-step guide that guarantees success.
What is a User Road Map?
A user road map is a visual tool that allows a user to achieve desired results. This does usually involve various stages that need to be completed in a scheduled timely manner – much like an itinerary – however, towards the end of the mapping journey, a user will notice that this activity has incorporated sentiments and beliefs, thus, making it more than just a schedule/ timetable that needs to be followed.
A road map is a detailed plan that anyone reviewing it will immediately understand and believe in.
While user road maps are designed in different ways, there are usually three pillars that are always present:
A user road map should always concentrate on a specific persona or “actor” during the mapping journey.
For example, if we are looking at a shopping mall. The offering is mostly quite diverse. Target audience would be shoppers, retailers, families, etc. Some might be there to shop, browse or just unwind over a meal.
Each of these categories have their own key audiences/ “actors”, and as a result, each audience member will have their own roadmap. The more extensive and detailed each of your “persona/categories” are, the more practical the resulting road map will be.
Once the user persona has been clearly understood, the expectations segment chalks out the way in which your users will react to the various touchpoints of your product/service. Each of the touchpoints will then expand into the several feelings a user will go through when interacting with your product/service. Example: happy, sad, thrilled, anger, etc.
This is the last stage of user road mapping and is also the most vital. It is basically a thorough list of all the potential prospects available.
It underlines the zones where your product or service can benefit your users the maximum, with minimum effort from your end.
The Advantages of Road Mapping
In today’s day and age, where a consumer’s preferences and requirements are constantly increasing, more than ever before, it has become a mandate to develop a road map that will provide a full 360 view on how your consumer will perceive your product/service.
A comprehensive map gives you a significant view across the stages of your audience’s journey. You are able to make sense of all the actions and reactions, and also fill in potential gaps in order to meet consumer demand.
Additionally, a user road map can also aid the sales & marketing team to develop campaigns that will resonate with the buyer. The customer care team is able to proactively tend to, and resolve a user’s issues and obstacles, and lastly, admin & operations are well equipped to ensure a seamless process.
Moreover, a user road mapping exercise allows for KPIs to be tracked and measured, which can further support with strategic decision-making.
A couple of tips that will ensure you achieve the intended outcome from a user road mapping exercise include:
Set a scope
Be extremely transparent on what you want to accomplish right from the start. All stakeholders must be fully informed on the entire process.
Work on facts, not beliefs
Speak to users and gather data before beginning your road map. Use it as a means to make informed choices.
Involve other stakeholders
Getting other stakeholders involved often proves valuable. You tend to benefit from obtaining multiple perspectives, generating new ideas, and avoiding biases.
Implement and execute
Ensure the potential opportunities identified are implemented and executed. Use your findings to enhance and amplify your road mapping exercise.
All in all, a user road map is a simple but powerful tool that facilitates product development, it lays out the framework required to meet long-term objectives and acts as a timeline to ensure efforts are on track and all resources are being used in the most efficient manner.
A social media agency in Dubai will be able to understand and apply the above-mentioned tactics towards mapping a user’s journey which will not only ensure a strong, robust road map, but will also guarantee you get the most value out of it – a truly viable user road map.