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Deliverables

Friction Map

Award Winning!

To understand why the customers, feel a certain way about an experience, we must understand the journey through the eyes of the customer. To achieve this, I designed a template and process for synthesizing customer friction in a digital experience. My template aggregates quantitative & qualitative data, integrates content audit and user flow ... it's all visualized together to tell a complete story of the customer friction.​ 

Customer friction map sample from Robin Japar's portfolio

Process

Built the template in Mural

Mapped the experience flow

Aggregated data from multiple sources, such as voice of the customer, SEO, UX heatmaps, sales numbers, engagement metrics, etc.

Analyzed the user experience against the data and insights​

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Leveraged user sessions from Quantum Metrics 

Added content screens

Led working sessions to pull in multi-discipline insights (design, business, research, product, etc.)​

​Synthesized the friction points

Results

  • Eliminates the customer friction guessing game

  • Identifies opportunities for user studies, surveys, and experimentation

  • Leveraged in writing A/B testing hypothesis

  • Informs journey map work

  • Drives "How Might We" exercises in the design sprint

  • Empowers robust epic writing, roadmap prioritization, and production UX/content updates

  • Provides benchmarks for success measures

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