Experience Mapping: Why, How and What

Martina Mitz

The speech is about the process and importance of experience mapping in product design. Martina Mitz is a UX/Service Designer and a certified Psychologist = UX Psychologist, working since 2001 on re-designing certain parts of the web. Since 2009 she has been able to influence the eco-systems in big companies like Volkswagen, T-Online, eBay, PayPal, Emirates Airlines, Cortal Consors (BNP Paribas), StepStone, The Co-Operative Bank, and many others. She has also supported some chosen start-ups in Germany and the UK, primarily by driving their research and strategy phases and therefore establishing a user-centred Design approach and supporting structures. Further, Martina is very engaged in sharing knowledge, so next to public appearances at conferences and meet-ups, she is a mentor for younger, but also experienced colleagues, as well as an instructor for UX in the Brainster Academy.

Martina discusses the necessity of experience mapping in creating a holistic view of a product or service, enabling better decision-making and prioritization. She highlights the benefits of visual representation in presenting research findings and aligning teams toward a common goal. Additionally, she underscores the importance of empathy and understanding human behavior in designing effective solutions.

Using examples from her work, Martina demonstrates how experience mapping helps in consolidating research data, identifying pain points, fostering ideation, and creating actionable roadmaps for product development. She showcases the iterative process of mapping, prioritizing, and ideating to address user needs effectively.

Overall, Martina's speech provides insights into the practical application of experience mapping in bridging the gap between user expectations and business objectives, ultimately leading to improved product design and user satisfaction.

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