Opplevelseskartlegging

Opplevelseskartlegging, often translated as experience mapping or service mapping, is a methodology used to visualize and understand the journey a customer or user takes when interacting with a product, service, or organization. It aims to identify all touchpoints and the emotional, cognitive, and behavioral states associated with each stage of the experience.

The process typically involves defining a specific user persona and their goals. Researchers then map out the sequence of actions, thoughts, and feelings the user experiences from their initial awareness of a need or desire through to the post-interaction phase. This can include both direct interactions with the service provider and indirect influences.

The output of an opplevelseskartlegging is often a visual representation, like a diagram or a flowchart, that details the user's journey. Key elements commonly included are the user's actions, their thoughts and questions, their emotions (often depicted on a scale), pain points, and opportunities for improvement.

The primary purpose of opplevelseskartlegging is to gain a deep, empathetic understanding of the user's perspective. By identifying moments of frustration, delight, confusion, or satisfaction, organizations can pinpoint areas where their offerings can be enhanced. This leads to improved service design, product development, and overall customer satisfaction. It's a valuable tool for fostering a customer-centric approach and driving strategic decision-making within businesses and public services.