The UX Ecosystem Map

A user’s experience is on everyone’s mind today. For designing the optimum experience, it’s important to connect the user’s digital activities and touchpoints to their real life interactions with your product, all whilst keeping business goals in mind.

With that in mind, one of the maps that I most commonly use when designing product experiences is the UX ecosystem map. What’s great about this map is that it gives me, as a designer, a holistic view of the product’s use. Often times designers get caught up in advocating for the customer’s best experience while using their product or service; I find the ecosystem map helps to step back and also look at business goals and pain-points at each point of the product’s journey.

The phases and rows can differ based on the nature of the business, but typically follow this traditional funnel (as shown in photo). For example, some teams would gain from adding in a row of “physical touchpoints”, “business pain points” etc.
P.S, keep in mind the ‘Service Usage Cycle’ is more commonly known as the ‘user flow/ journey’.

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