Case study: User journey mapping
Quenching the thirst of my access 125
“When UX doesn’t consider ALL users, shouldn’t it be known as “SOME User Experience” or… SUX?” -Billy Gregory.
Being a designer one must understand “People ignore design that ignores people” -Frank Chimero, It is Good Ux that will make your product usable, durable and efficient. Good Ux is all about making Technology user-friendly and accessible for every segment of the population. This is where the need for Mapping arises.
Journey maps can help us focus on specific users having multiple personas, which can help us understand all possible ways a user can face any issue, resolve any issue, and all possible services that we should include to make the product user-friendly for a mass audience.
In User Journey Map, all the interactions done by the users while executing a service are mapped using the different categories of terms like Steps, Touch-Points, Emotions, Experience and Comments/Suggestions.
So, here I am sharing my User Journey Map “Quenching the thirst of my Access 125”, i.e. the Journey of filling petrol in my Motorcycle, which is divided into 8 different steps. It was a total Roller Coaster of emotions but it was worth all the learning.
- Ride to the Nearest Petrol Pump
Started my ride on my Access 125 to the nearest petrol pump from my residence, about 2–2.5kms. Man!! It was a rough drive. In Wardha there is no way you can experience a smooth ride, all the roads were destroyed for the construction of the underground drainage systems and Government didn’t even bother to repair them back to how they were initially. This bumpy ride had a negative impact on my journey making the roads, corporation a Stakeholder of my journey.
Touchpoint: *Scooty
*RoadsEmotion: 😕
Experience: Experienced a Bumpy ride to the nearest petrol pump about 2–2.5kms from my residence.
Comments: *Roads of wardha are at their worst.
*This was an External stakeholder that made a negative impact on my Journey.
2. Petrol Pump
Finally!!! Arrived at the nearest petrol pump named “Indian Oil Petrol Pump”, It was a little crowded still I joined the queue, the crowd did not bother me until it was my turn and I discovered that they do not have normal petrol available at that time and nor did they have online payment option available (i wonder if they are making some black money out of it, I often hear this news in Wardha that some petrol pump was selling petrol at high prices without the customer realizing it.) I had already wasted 15 mins at this station, So I quickly dropped from the queue.
Touchpoint: *Joined the Queue
*Employees
*Dropped from the queueEmotion: 😥😒
Experience: *Upon arrival discovered that this petrol station does not accept online payment services.
*They offered only XP Power petrol.
*A little crowded.Comments: Primary option must always be available for a user. In this case Normal Petrol should always have been available.
3. Ride to next nearest Petrol Pump
Started my ride for the next nearest Petrol Pump, which was about 500m away from the 1st station. This ride was smooth luckily (one of the few roads in Wardha that are not yet destroyed, but the corporation is working on that😆).
Touchpoint: *Scooty
*Next nearest Petrol StationEmotion: 👀😌
Experience: Rode to the next nearest Petrol Station which was about 500m away.
4. HP Petrol Pump
Arriving at this Petrol Pump instantly made me happy because it was not at all crowded, I was 2nd in the queue. The management was great, Online payment and Normal Petrol both were available. In no time I got my Access 125's tank filled with petrol, great experience here. The only thing that bothered me was none of the employees or staff members was wearing a mask.
Touchpoint: *Joined the queue
*Employee
*Gasoline Pump
*Scooty’s Petrol TankEmotion: 😍
Experience: *Normal petrol was available.
*Online payment was available.
*Not at all crowded.
*Filled petrol in my scooty in no time.
5. Payment Failed
Oops!! Just when I thought my journey has completed another problem arose. My payment failed!!! because the Atm card transaction machine’s battery had drained out.
Touchpoint: *Debit card
*Atm Transaction MachineEmotion: 😥
Experience: *Gave Debit card for the payment.
*Transaction failed as the Atm card machine was not charged.Comments: Every service they offer should work efficiently. They should have make sure every service they offer(Atm card machine) is in working condition.
6. Station Office
Well!! Just after the transaction failed one of the employees took charge of my issue, apologized for the inconvenience and requested me to come inside the office, so that they can charge the machine and I can simultaneously do the payment, all my disappointment vanished after this behaviour because I have never seen any petrol pump employee apologizing to a customer. So I was actually really happy with their service.
Touchpoint: *Station Office
*Employee
*Machine ChargerEmotion: 😀
Experience: I was welcomed inside the station office, where employee connected the machine to a charger.
Comments: *Quick action was taken after encountering the transaction failure.
*Superb Management
*Only thing that triggered me was none of the staff members/employees were were wearing a mask.
7. Transaction Started
The employee then quickly attached the machine with a charger, checked if it is responding. Asked for my Debit card, again rechecked it and then asked to do the transaction and Voila! This was one quick service.
Touchpoint: *Atm Transaction Machine
*Debit Card
*EmployeeEmotion: 😁
Experience: *Machine was turned on.
*Handed over my Debit Card to the Employee.
*Started the payment while the machine was getting charged.Comments: *After connecting to the charger machine was turned on in no time.
8. Payment Successful
My transaction was completed, payment was done. Got my receipt and went back home as a Happy customer.
Touchpoint: *Payment Receipt
Emotion: 🤩
Experience: *Successfully completed the Payment process.
*Got the transaction receipt.
My overall experience at the HP petrol pump was great, even though I faced issues at the time of the 1st transaction. The management was great so I did not feel Payment failure as any issue/it did not affect my emotional journey, the employees were really quick at resolving my issue, making me a Happy Customer.
This made me realize that Customer care service plays a huge role in any organization/company. If you pay attention to users problems and resolve them as soon as possible they will not be disappointed by the issue and would be satisfied with the overall service.
I hope I helped you understand what the User Journey Map is and how it works to understand users' perspectives. I loved the overall experience.
Grateful to be a part of Design Shift.
Thanks for reading 🥰
