- I already mentioned that your experience map
shows you what the experience looks like today
and where the problems or pain points are.
The next step is to highlight those pain points
and work out which are the most important ones to fix.
Then you can prioritize the list of issues
and turn those issues into goals for the project.
I suggest that as a team, you dot vote directly
on the experience map to draw out
the most important pain points.
Just give every member the same number of sticky dots,
maybe four or five depending
on the size of your experience map,
then everyone on the team gets to stick their dots
on the areas they think are the biggest issues.
The only rule here is that you can only stick dots
on the observations, not the themes or process steps.
In our map, that means just the yellow stickies,
not the green or blue ones.
If a team member thinks a certain issue is really important,
they can stick two or more of their dots against it,
or they can spread the dots out
among several different issues.
Once everyone has stuck their dots up, tally them,
pull out a list of the biggest pain points,
starting with the ones that got the most dots.
You may find that multiple issues can be grouped
into the same pain point.
This is a powerful exercise because it's data driven.
You observed these issues.
Now you as a team have decided which ones
were causing your customers the most problems.
Rather than basing your future design
on one team members' opinions, or worse still,
the opinions of one executive,
you're now basing the design on real problems.
Solving these problems
is much more likely to delight your customers.