Consistency对一个伟大至关重要omnichannel user experience. When interactions look, feel, and function similarly across channels, not only is user effort reduced, but users’ trust and confidence are bolstered.

为了使体验保持一致,团队首先需要对用户在工作流程和旅程中参与的交互和资产进行分类。一个有效的工具,用于分析跨渠道是一个asset map.

What Is an Asset Map?

Definition:Anasset map在完成工作流程或旅程以评估其一致性时,提供了在频道上遇到的所有屏幕和元素用户遇到的高级别,按时间屏幕遇到的高级别。完整或部分页面截图,社交媒体帖子,视频,电子邮件,短信,推送通知, copy, and photographs can be included in the map.

优先顺序包括来自渠道的资产,人们经常使用以完成关键工作流程和旅程。这些通常是诸如桌面网站,移动网络和移动应用之类的频道。包括这些主要频道的子信道也可以接受 - 例如桌面网上的Chatbot消息,通过电话传播的客户 - 支持消息,或者物理位置的照片,只要这些是旅程的一部分。

用于获取移动登机牌的工作流程的资产映射。
This zoomed-out example of an asset map includes screenshots for the same workflow on two different channels.

Asset Map vs. Customer-Journey Map

资产图和customer-journey maps分享共享,应该被认为是免费的UX mapping methods. They’re both chronological representations of the user’s experience with a company and serve as foundational tools for determining where pain points exist.

Typically, customer-journey maps do not include the actual screens and elements users interact with. However, it’s perfectly acceptable to supplement actions in the customer-journey map with graphics or storyboards. If the journey map includes actual screenshots from the journey, it becomes an asset map. This way of creating an asset map lends credibility to the process, as it’s rooted in data from exploratory research such as实地研究diary studies这通知客户旅程地图。

在日记研究过程中包含用户反馈的电子邮件示例。
在这个日记研究入口,用户共享一个小石子nshot from her user journey; this screenshot can be used in the asset map.
底部有资产地图的旅程地图示例。
An example of a customer-journey map combined with an asset map (Additional channels — e.g., mobile, social media — that support each step in this workflow are not shown but they would normally appear further below.)

资产地图最适用于较小的任务和工作流程,例如购买新电视、办理登机手续和取回移动登机牌,或注册新的移动电话运营商,团队可以更改这些任务和工作流程以提高跨渠道的一致性。更大的旅行,如计划度假或寻找一个新的移动电话运营商,可能包括许多不同的信息源,渠道和资产,可能超出了团队或组织的控制,因此对于那些资产地图将不太有用。最好把注意力放在实际发生的变化上。

Though a suboptimal approach, an asset map can also be created in the absence of a customer-journey map, if the team wants to do a baseline assessment of consistency or to fix any inconsistenciesbefore做用户研究。资产地图用于确保当前的经验状况如此consistent在所有(或尽可能most) channels, before reaching users. The sooner the team detects inconsistencies, the faster it can identify the internal reasons behind them. Then, it can use user research to assign severity levels to these inconsistencies and prioritize fixing them.

Sometimes, including the asset map alongside the customer-journey map moves focus from understanding the user journey to detecting inconsistencies. If this is a challenge for your team, it might be best to keep customer-journey maps and asset maps as separate tools with different purposes: the journey map for understanding the user and the asset map for ideating solutions. (You can still use the journey map to create the asset map, though.)

Asset Map

旅程地图

What it is:

用户在旅程或工作流中看到并与之交互的任何内容的综合视图—屏幕截图、电子邮件、文本消息等的集合

典型体验的可视化一个人随着时间的推移和跨越渠道,并通过用户研究通知

范围:

Smaller workflows across an organization’s owned channels

可以在许多不同的信息来源和不同所有权的不同信息来源和渠道上覆盖大型或小的旅程

Purpose:

评估一致性

Provide an understanding and context for the typical user’s experience.

Based on:

研究员收集或用户提供的屏幕截图,理想地与用户数据配对

User data from exploratory research such as diary studies and field studies

努力:

(Once the journey-level research and customer-journey map are complete, adding and organizing assets takes minimal time and effort.)

高(旅程地图需要努力,因为它们基于用户研究。)

限制:

Does not include user-centered context such as thoughts, feelings, and motivations, unless combined with customer-journey map

Does not include tangible artifacts to reflect what users may see along the way, unless combined with asset map

The distinction between asset maps and journey maps is similar to that between UI and UX: the asset map focuses on the user interface (UI) and the journey map focuses on the broader picture of the user experience. Understanding both is important; even if the interface and elements supporting a workflow or journey are perfectly consistent, if the journey misses the mark on what the user wants and needs in the first place, the total user experience will still be lousy. And vice versa, even if the big picture is right, when there are lots of problems at the basic interface level, the resulting experience will be affected.

创建和使用资产映射

Map creation can be done in person, using a large whiteboard or wall space and printed assets, or remotely, through digital collaboration tools such as Miro, Mural, and Google Sheets, which scale to accommodate many assets of varying sizes.

请按照以下五个步骤创建和使用资产地图:

  1. 查找旅程地图:如果您有现有的客户旅程地图,请确定旅程或工作流中哪些步骤具有要查看的关联屏幕或资产。如果你没有客户旅程地图,开始计划研究创造一个或者选择对您的用户和组织很重要的旅程或工作流,然后自己完成。只有在用户研究之前使用资产图进行基线一致性评估时,才可以这样做。

  2. 为地图中的每个步骤收集所有通道上的资源:Go through the workflow and take screenshots of each step along the way (or find corresponding user-provided assets). Repeat this process for all channels and platforms where users can complete the workflow. After collecting all assets, arrange them in the order users encounter them and for each screenshot, indicate the channel it belongs to. Show the progressions for each channel horizontally and stack different channels vertically to align similar steps across different channels underneath one another in the map.

  3. 调查并识别不一致:Once everything is organized, look for inconsistencies along the following dimensions, listed in priority order:

    • Core functionality:We often assume consistency equates tovisual design. However, it’s more important to first look at the asset map for functional inconsistencies. Evaluate if users can do what they need to do across channels with quality and ease.如果人们不能做他们首先需要做的事情,那么视觉设计看起来是什么并不重要。例如,用户是否可以登录其帐户或通过所有渠道获得帮助?他们能在所有频道上完成所有重要任务吗?如果由于业务或战略原因,不同渠道的核心功能必须不同,请不要误导用户。通过内容和帮助提前了解users recover.

    • 工作流和流程:虽然确定device capabilities(如生物识别或完整的物理键盘)可以简化或加速工作流程中的步骤,常规过程应跨通道一致。一致的过程和流量灌输对用户的信心 - 无论哪个频道都达到,都没有任何意外。检查工作流程以查看它们是否在频道上类似地实现。如果用户在一个通道上开始阶梯并继续到另一个频道,则整体过程一致吗?

    • Data and content:数据和信息是否清晰,准确,并从一个频道到下一个通道,或者用户是否有令人困惑的混合消息?检查内容和副本跨渠道,以及来自后端数据系统、一线员工和客户支持. 这些都一致吗?

    • Tone of voice:Read the copy and content that appears across channels and checkhow传达信息。是个语气of voice consistent从一个频道到下一个频道,还是某些频道引入了不同的个性?尽管根据频道的上下文,语调可能会略有不同(例如,在社交媒体上,随意的语调可以,但在社交媒体上则不行)公司网站), messages should still sound consistent to users across channels.

    • 看看和觉得:Look and feel comprises visual-design and branding elements such as graphics,图标, colors, and fonts, as well as interactive elements like动画以及转变。渠道之间的不一致会让用户质疑其安全性和合法性,从而导致对渠道、品牌和组织的负面认知。一旦用户在某个频道的体验不好,他们以后就不太可能再回到这个频道。
  4. 呼叫断开连接:After reviewing the map, draw circles around inconsistencies and lines to connect corresponding ones across channels or steps.

在这个阶段,涉及crossfunctional partnersor other channel-dedicated teams. Share the map, discuss the inconsistencies uncovered, and their negative effects on users.Engaging these individuals early on in the process, before proposing any changes, will help to break down organizational silos and garner buy-in.After examining the asset map for themselves, they may suggest missing assets and examples that belong in the map or propose a solution. Through this process, strategic partnerships and collaborative opportunities become clear, thus reducing institutional compartmentalization.

资产映射中不一致的示例。
An example of how to call attention to an inconsistency in an asset map (example from airline check-in procedure:airport kiosk vs. mobile app)
  1. 确定不一致的优先级并决定首先修复哪个: Though consistency in core functionality is the most important, resolving functional inconsistencies can take much longer than reconciling look, feel, content, and语气. Focus first on inconsistencies that will provide positive impact with minimal effort. This approach will help demonstrate iterative progress, especially if developers and IT partners need time to facilitate consistent core functionality across channels.

Benefits of Asset Mapping

Asset maps provide an easy way to pinpoint inconsistencies and lead to informed recommendations for tactical improvements. Reviewing assets from all channels at once allows teams to collaboratively evaluate, compare, and understand what users see, hear, and interact with across channels, not just on one touchpoint or channel. Asset maps can also expose unnecessary redundancies, such as multiple emails that could be consolidated into one, areas where users lack critical information, or disparate functionality from one channel to another.

Example of multiple unnecessary emails sent.
After ordering prescription dog food for the first time from Chewy.com, one user received 6 different emails in a 4-minute span. Though the emails looked consistent, an asset map for this particular workflow would reveal logistical opportunities for Chewy to consolidate these emails into 1 or 2 messages.

And finally, asset maps are great tools for creating and scaling a设计系统或组件库。它们提供了一种有条理的方法来审核现有资产和组件的一致性,并提供已存在的、丢失的或跨渠道可重用的内容的清单。

结论

Because organizational factors such as culture, buy-in, team structures, and technical constraints can sometimes hold teams back or slow progress with omnichannel initiatives, asset mapping is a low-effort, high-impact activity for teams to undertake in order to prove incremental consistency improvements while waiting for more time-intensive factors to resolve.

要了解更多关于创建一致的用户体验的信息,请参阅全渠道旅行和客户体验当然在这课程UX Conference.