User Insights Map

A User Insights Map is a data visualization tool that showcases what’s happening throughout the user’s experience with your brand. This type of map is one of the most critical tools for both your users and your employees alike. That’s because we’re living in an age of unprecedented insights at our fingertips, and although this age is promising, it also comes with its share of challenges. Without a User Insights Map to guide teams toward improving the user experience, leaders and innovators are lost.

There’s a lot of data to tap into and leverage to better understand where and how to enhance the overall brand and customer experiences. While there may never be a crystal clear roadmap to tell teams exactly what to improve for the end user, a User Insights Map offers deeper knowledge of what’s happening along the user journey. That knowledge equips teams to maximize and monetize available insights and steer product iterations.

Why Do You Need a User Insights Map?

In today’s modern age, data flows in from a wide swath of third-party resources every second. The data from these user interactions are remarkably accurate and rooted in the end user’s behavior. By gathering user data in one place and visualizing it to tell a story about what’s happening on the other side of the screen, teams can better understand how their work impacts the organization and the customer.

With a User Insights Map adding color to what’s happening in the user’s world, teams are better equipped to create more sublime experiences. It’s those experiences that organically inspire users to share the products with others, spurring growth and building the word-of-mouth coefficient.

A User Insights Map Fuels Product-Led Growth

The real driver of growth isn’t adding new users to your products. It’s retaining the users once they sign up and buy. How users navigate their way through your digital ecosystem and use your product determines how likely they are to stay and make their way through your bow tie funnel to become brand ambassadors. It makes sense then, that growth stems from the product itself, rather than the marketing alone.

A User Insights Map leverages data looping to better understand both the customer and employee’s journey. In pairing the two together, you can foster more empathetic teams who are passionate about delivering those sublime end-user experiences, while equipping those teams with the insights needed to consistently increase the lifetime value (LTV) of the user.

The Emapthy-Infused User Insights Map

A User Insights Map cannot be developed properly without customer and employee feedback. This feedback comes in both qualitative and quantitative forms, both of which are data points that are critical to building user experiences through an empathetic lens. It is critical that what users and employees are thinking, feeling, saying, and doing along the user journey is paired with the user’s experience — and that’s precisely how we built the User Insights Map.

By putting too much emphasis on the user alone, you lose out on critical insights that can deepen your understanding of what’s happening along the user journey. In empathizing with the team who are often shoulder-to-shoulder with your end users, you can drive product-led growth and get more granular about what’s happening at the ground level. These insights shed light on what the user is thinking, feeling, saying and doing at each touchpoint when using your app. In applying more empathy to the user’s journey, you have the qualitative data needed to spark a more emotional connection with your product, driving product-led growth and organically moving your users through the journey with your brand.

User Insights Map Impacts Customer and Brand Experience

Having a User Insights Map does more than pull together a wide array of information. It supports how that information is interpreted and leveraged to drive bigger organizational goals. These transformative insights drawn out of the qualitative and quantitative information available are paramount to business transformation and improved user experiences.

Product-Market Fit

Finding Product-Market Fit requires deeper insights into what users do inside an app, how employees innovate on the user’s experience, and where there are gaps that need to be filled. The way the data is collected and visualized inside of a User Insights Map allows teams to stay in sync with what the user is doing and make upgrades that will actually move the needle.

Revenue Acceleration

Building revenues requires momentum, but sustaining momentum among a team is no easy feat. To spur growth and accelerate revenues, teams must be able to visualize what’s happening in the market and identify areas that can continue evolving for more relevant and refined experiences. A User Insights Map showcases employee and consumer demands, keeping brands on that upward trajectory.

Internal Buy-In

A vested team is paramount to delivering sublime user experiences. Giving your team the insights needed to work in harmony, rather than in silos, is crucial. The User Insights Map offers teams a way to make more data-driven decisions across all departments. This tool also honors both the voice of the customer (VoC) and the voice of the employee (VoE), giving teams a reason to feel more passionate about the product and their contributions.

Improved User Experience

Having a User Insights Map aggregates every touchpoint, micro-moment and experience felt along the user’s end-to-end journey. Having those aggregated insights allows teams to better understand how to develop new features, react to user feedback and push up the S Curve of Growth. In taking this more holistic approach, teams can make strategic decisions that impact the entire experience rather than one-off touchpoints.

Customer Experience (CX) Terms