Creating a Product Moment Map
Moment Maps are like short fiction stories about how you want your customer to experience your brand. The only difference is that these stories are meant to become real.
How do customers become aware of you? What happens in their life where they will need you? How will they use a product or service you offer? Start by writing the story of each moment: what led to it, what’s happening during, and what happens after the moment has passed.
Next, define the type of touchpoints that you’re providing in those moments. Is it an employee? A checkout screen? Maybe a kiosk? They usually fall into one of five categories:
People, including employees and other customers, encountered while using or delivering the product.
Place, such as the physical space or the virtual environment through which the product is delivered
Props, such as the objects (Digital & Physical) used while experiencing the product
Partners, including other businesses or entities that help to produce or enhance the product
Processes, such as the workflows and rituals that are used to produce the product (this relates the people, place, props, and partners)
Because you know your customers and your business so well, next describe the work that needs to be done, both in front and back of stage, to deliver on those touchpoints.
An employee that reaches out during an accident, a recommendation engine to suggest a product on a site, or a 3D map of a store for customers to browse — these resources and processes either exist in your business now, or don’t and need to be built. You can even prioritize the moments based on the potential impact they might have on your business. Now you have a roadmap.
The value of Product Moment Mapping
Alignment — Share alignment across the product teams, leadership and the organization
Execution — Visibility in prioritization and the ability to make decisionsfaster as teams.
Scale — Brings visibility on how a product moment can scale across the product teams and organizations
Organization — Easily see how the product teams needs to be aligned to execute the work and what product moments need to be road mapped into features.
Reduced Churn — Due to the team alignment less time spent on what should be done and how it should be done.
Faster to market — Faster decisions and alignment created with product teams lead to faster prototypes and faster to market with quicker feedback cycles to narrow the focus on product moments.