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Story Mapping
mobilepayments
ŁUKASZSZADKOWSKI
UserExpired.com
It ensures the holistic approach to design
It influences the whole organization
workflow
It’s efficient
Story Mapping
Story Mapping
http://www.innolution.com/resources/glossary/story-mapping
A technique that takes a user-centric perspective for generating a set of user stories.
Each high-level user activity is decomposed into a workflow that can be further
decomposed into a set of detailed tasks.
http://winnipegagilist.blogspot.com/2012/03/how-to-create-user-story-map.html
It’s not enough
User Experience: Story mapping for mobile payments
Shopping scenario
https://flaticon.com
Job
to be done
Job to be done
I want to do grocery shopping for a dinner
https://flaticon.com
Persona
Persona
Kevin is a 30-year old man, having office-based job.
Father of 2 lovely kids: Ana (7yo) and Sven (5yo), married to
Joanna, 28yo PR manager.
He is usually responsible for doing groceries shopping for home.
https://flaticon.com
Steps
Steps
Awareness Discovery Browse Checkout Leave Feedback
Steps
Discovery Browse Checkout Leave
Discovery Browsing Checkout Leave
https://flaticon.com
Areas
Steps vs areas
Process
User goals
User fears
Incentives
Touch points
Channels
KPIs
Problems
Discovery Browsing Checkout Leave
Areas
Process
Areas
User Goals
Areas
User Fears
Areas
Incentives
Areas
Touch points
Areas
Channels
Areas
KPIs
Areas
Problems
Steps vs areas
Process
User goals
User fears
Incentives
Touch points
Channels
KPIs
Problems
Discovery Browsing Checkout Leave
Steps vs areas
Process
User goals
User fears
Incentives
Touch points
Channels
KPIs
Problems
Discovery Browsing Checkout Leave
https://flaticon.com
UX Metrics
http://userexpired.com/2016/04/22/what-
do-you-fight-for-in-mobile-payments/
https://flaticon.com
Let’s start!
(a simplified example)
Discovery
Steps vs areas
Process
User goals
Touch points
Discovery
Kevin is looking for a groceries store on his way home
I want to find a grocery store belonging to my favorite franchise
Window shopping
Driving home
…
Steps vs areas
Physical
Personal
Mobile
Discovery
Door and till stickers
-
Push notifications (GPS/Beacon)
Browsing
Steps vs areas
Process
User goals
Touch points
Browsing
Kevin is searching for products for a family dinner
I want to find good products at fair prices
Wandering through store alleys
Steps vs areas
Physical
Personal
Mobile
Browsing
Stickers
-
Promo list
Checkout
Steps vs areas
Process
User goals
Touch points
Checkout
Kevin is paying at the cash register
I want to pay in fast and convenient way
Standing in queue
Steps vs areas
Physical
Personal
Mobile
Checkout
Payment sticker
Welcome pack for cashiers
Loyalty card
Leave
Steps vs areas
Process
User goals
Touch points
Leave
Kevin is packing groceries and coming back home
I want to get rewarded for shopping with SEQR
Leaving the store
Trip home
Trip between stores
Steps vs areas
Physical
Personal
Mobile
Leave
-
-
Discounts for future shopping in the same store
Thank you
UserExpired.com
@zagaynikov

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User Experience: Story mapping for mobile payments