044: How To Map Your User’s Journey w/Rebekah Cancino

Have you ever struggeled with knowing where to actually reach your target customers? Or knowing what problems or friction points they hit when researching your product or service? Or what to say to them to connect and convey that you understand what they are trying to solve?
Enter ‘User Journey Mapping’. Rebekah Cancino uses Journey Mapping to help businesses (including fortune 200 companies) solve these problems.
Jump to about the 1 hour 12 minute mark of this interview and Rebekah walks through the exact process for creating your own user journey map.
Yes – this is the longest episode of Experts yet.
Leading up to User Journey Mapping we discuss – cross discipline collaboration, the marriage of SEO & UX, brand name keyword audits, empathy – and TONS more.
Enjoy!

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Links

* Onward
* Coworker Coffee
* Content Strategy and Design
* Support Data with Real-Life Interviews
* Aggregating Intent
* Drawing By Amelia Schmidt
* Banana Splash
* Screencast
* Optimizing The User Journey
* Headspace
* Whole Foods
* Rebekah Cancino


Amelia Schmidt’s cool drawing!
People

* Rebekah Cancino
* Jared Spool
* Mike Burrell
* Chris Corak
* Kristina Halvorson
* Jonathon Colman
* AJ Kohn
* Steven Covey

Agenda
Rebekah’s background
Combining UX, SEO, and Content Strategy

* “Have conversations with people (coworkers) and understand how they’re solving problems.”
* “Talk to someone from a different discipline every week.”

Validation

* Getting in through a side door

Empathy Being the Secret

* “Empathy is a component of openness and how we relate to others.”

Content Strategy

* Content strategy vs. content marketing
* “Have your content strategist be part of the product team.”

How Are Content Strategists Judged?
Data + Real-Life Interviews

* “People won’t tell you that … “
* Brand name keyword audits
* “User experience starts at the search-result level … “

Collecting Consumer Feedback

* “I prefer to get qualitative answers.”

Core Modeling
Should Everyone Think Mobile First?