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How can you incorporate user personas into a travel web application's journey map?

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User personas are fictional representations of your ideal customers, based on real data and insights. They help you understand their needs, goals, behaviors, and pain points. A journey map is a visual tool that shows how a user interacts with your web application, from their initial contact to their final outcome. It helps you identify the touchpoints, emotions, opportunities, and challenges along their journey. In this article, you will learn how to incorporate user personas into a travel web application's journey map, and why it is important for creating a better user experience.

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1 Why user personas matter

User personas help you empathize with your users and design your web application according to their expectations and preferences. They also help you segment your users into different groups and tailor your content, features, and offers to each group. For example, a solo traveler, a family traveler, and a business traveler may have different needs and goals when using a travel web application. By creating user personas, you can understand their motivations, frustrations, and desires, and provide them with relevant and personalized solutions.

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CD Evans

Spatial Intelligence R&D
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Sometimes, the personas are based on real users. One recommendation is to put photos of those users on each of the desks of the team involved in researching, designing and building. This way every person has a different user they are working on solving problems for. This brings the personas to life and give much more meaning and value to the process.

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2 How to create user personas

Creating user personas requires research, analysis, and synthesis. You need to collect data and feedback from your existing or potential users, using methods such as surveys, interviews, analytics, and reviews. You need to analyze the data and look for patterns, trends, and insights. You need to synthesize the data and create user personas that capture the key characteristics, needs, goals, and pain points of each user group. You can use templates, tools, or software to create user personas, or create your own format. A user persona typically includes a name, a photo, a background, a scenario, and a quote.

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3 How to create a journey map

Creating a journey map requires defining the scope, the stages, and the elements of the user journey. You need to decide what is the specific goal or scenario that you want to map, and who is the user persona that you want to focus on. You need to identify the stages of the user journey, from the pre-travel phase to the post-travel phase. You need to define the elements of each stage, such as the actions, the touchpoints, the emotions, and the pain points of the user. You can use templates, tools, or software to create a journey map, or create your own format. A journey map typically includes a timeline, a visual representation, and a narrative.

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CD Evans

Spatial Intelligence R&D
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Adding in a swim lane for user satisfaction or the emotional impact of each touch point can really validate and clarify the value for each improvement made. This makes sure the progress in reducing the core pain points is a central element to the process. Some teams focus almost entirely on the major pain points and consider the innovations and advantages in solving these to be the core business offerings or killer app features.

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4 How to incorporate user personas into a journey map

Incorporating user personas into a journey map requires aligning the user persona's needs and goals with the user journey's stages and elements. You need to use the user persona as a guide and a reference for creating and validating the journey map. You need to ask yourself questions such as: How does the user persona discover your web application? What are their expectations and preferences? How do they interact with your web application? What are their emotions and pain points? How do they evaluate and complete their travel booking? How do they share their feedback and experience? You need to use the answers to create a realistic and empathetic journey map that reflects the user persona's perspective.

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5 How to use the journey map to improve your web application

Using the journey map to improve your web application requires identifying the gaps, the opportunities, and the solutions for enhancing the user experience. You need to compare the user persona's needs and goals with the user journey's outcomes and results. You need to spot the gaps and the pain points that affect the user satisfaction and loyalty. You need to find the opportunities and the solutions that can address the gaps and the pain points, and improve the user value and delight. You need to prioritize and implement the solutions that can make the most impact on your web application's performance and growth.

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6 How to test and update your journey map

Testing and updating your journey map requires collecting and analyzing data and feedback from your users, and making adjustments and improvements accordingly. You need to measure and monitor the user behavior, the user satisfaction, and the user retention of your web application, using methods such as analytics, surveys, interviews, and reviews. You need to evaluate and validate the assumptions and the hypotheses that you made in your journey map, and see if they match the reality and the results. You need to update and refine your journey map based on the data and the feedback, and keep it relevant and accurate.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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CD Evans

Spatial Intelligence R&D
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Journey maps are used a lot in workshops and the more conceptual and planning phases of a project. Because they are loose representations of the software, it can help to repackage them, or view them from different perspectives to get even more value from them. Often, I will invert or reverse these sorts of linear maps and charts to see what other patterns are visible when the data is presented in another direction or from another angle. Be careful not to ‘corrupt the data’ when applying these sorts of conceptual reframing techniques, it’s very useful to see things from many directions but not if it changes the meaning or relevance of the data.

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How can you incorporate user personas into a travel web application's journey map?

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1 Why user personas matter

2 How to create user personas

3 How to create a journey map

4 How to incorporate user personas into a journey map

5 How to use the journey map to improve your web application

6 How to test and update your journey map

7 Here’s what else to consider

Web Applications

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How can you incorporate user personas into a travel web application's journey map?

1

2

3

4

5

6

7

1 Why user personas matter

2 How to create user personas

3 How to create a journey map

4 How to incorporate user personas into a journey map

5 How to use the journey map to improve your web application

6 How to test and update your journey map

7 Here’s what else to consider

Web Applications

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