How to identify user pain points
E2E journey mapping
Empathizing with users is key to a) help you identify unmet user needs in current solutions while in the problem space and b) validate if your solution resolves these unmet needs during the solution space. But as a first-time entrepreneur or product designer, it can be hard to know where the full scope of user needs lie. Introducing end-to-end (E2E) journey mapping, which is a technique that can be used to analyze competitors or to validate concepts / prototypes.
In this article, I will explain the set up of a journey map, the reasons to use E2E journey mapping, and the considerations to keep top of mind when deciding if your user is having an experience that causes pain rather than delight. Let’s get started.
End-to-end (E2E) journey mapping
Journey mapping is a technique used to create a narrative of how your user goes through specific stages or tasks with your product. It allows you to map out the experiences of a potential user at each unique stage of the product’s lifecycle. This is valuable in hypothesizing where unresolved pain points or frustrations for the user exist.
The set-up
To make a journey map, you will need to define:
A user persona
For the sake of this activity, this will be a generic persona from your target user group. If your target user group has been defined correctly, a generic persona should encapsulate the motives, needs, and capabilities of the group. You may (read: will) want to repeat this activity for each user group.
If you don’t have a target user group identified yet, click here.
Scope of journey
For our purposes, building a comprehensive list of unmet user needs and pain points, we will use the end-to-end product journey, beginning with a purchasing decision and ending with product disposal. I have listed nine distinct “journey phases” and things to consider during each below.
…And you will want to record:
User actions
The steps the “user” takes to work through the journey phases and how they get “unstuck” if they encounter a problem. These should align with the behaviors you would expect knowing the motives, capabilities, and needs of your target user group.
User thoughts
The questions and reactions you would expect the “user” to have if they had taken a certain action with a certain motive and need, and experienced the outcome the product delivers.
User emotions
The feelings you would expect the “user” to have if they had taken a certain action with a certain motive and need, and experienced the outcome the product delivers.
E2E journey mapping phases and associated considerations
1. Purchasing decision
This is the phase at which the user is deciding what product to buy. This phase includes awareness, comparison, and eventually deciding on a certain product. The following are relevant whether this is a one-off purchase, a recurrent purchase, or a subscription.
Considerations (not exhaustive):
A) Information availability and quality: Does the user have everything they need to make an informed purchasing decision? Are there unbiased ratings / reviews available? Are there answers to the user’s key questions available?
B) Volume of options: Are there many choices of products in this category? Is the value proposition clear for each? Is the user able to decide which product best suits their needs?
C) Purchasing channels: Is it apparent to the user which purchasing channels are available for each product? Does the user need to do additional research on where to buy the product for the best deals / policies?
D) Conversion funnel: Is the user quickly able to figure out how to purchase? If different plans / product variations are available, can the user easily make sense of the differences?
E) Try out / try on: Does the user have the ability to give the product a test run before completing the purchase? If so, are the parameters reasonable?
2. Point of purchase
This is the phase at which the user has selected a product and a channel. The user launches a purchase and completes the check out process.
Considerations (not exhaustive):
A) Surprises (not the fun kind): Does the user understand the total cost and timeline to obtain the product before checkout? Are there additional fees for service / processing, unexpected shipping costs? Are there “premium features” or “add-ons” that the user had expected to be included for free?
B) Out-of-stocks and delays: Is the product available at the chosen purchasing channel? If not, is there an option to join a waitlist or backorder? If available, is the product delivery timeline reasonable?
3. Transit
In physical product, this is the phase at which either the user has to physically travel to pick up a product or a product has to physically travel to the user. In digital product, this is the phase where the user gains access to a platform, downloads a software, etc.
Physical product considerations (not exhaustive):
A) Portability: Is the desired product able to be physically moved, lifted, carried by a wide range of users? If not, is the user offered assistance not only at the point of pick up, but also at the place of use? Is the packaging designed in a way that is transit friendly (e.g., multiple boxes, optimal center of mass)?
B) Purpose-driven packaging: Does the packaging serve functions after transit (e.g., storage, assembly aid) or does it simply lead to waste the user has to deal with?
C) Delivery optionality: Are enough options offered that all users can choose the best delivery method for their specific situation? Is the full range of geographies of target users accommodated in a reasonable timeline?
Digital product considerations (not exhaustive):
D) Centralized v. localized: Does the user need to download the product to use it? If so, is the file size reasonable for most users? Is it cross-platform? If not, does the user know the limitations before purchase?
4. Install / Assembly
This is the phase at which the user, or a team, needs to set up, build, and / or configure the product before use.
Considerations (not exhaustive):
A) Ease-of-install: If the product requires a team for install, is the scheduling process intuitive, prompt, well-communicated, and friendly? Are the expectations of the user explicit ahead of time (e.g., user will allot a certain amount of space for install, have certain tools available, be available to greet and help team)?
B) Ease-of-assembly / -configuration: Does the process require multiple steps? Are the instructions easy to find, follow, and understand? Are there unnecessary hurdles (e.g., emails with long passwords, complex web forms) that may prevent users or teams from completing the process? Is the product bundled / shipped with everything you need to be able to use it on a basic level (e.g., batteries, tools, adjacent files)? If not, is this made known to the user before assembly begins?
5. Use
This is the stage at which the user actually uses or consumes the product.
Considerations (not exhaustive):
A) Feature set: Are the relevant features for key user actions of the product available? Are key / necessary features prioritized ahead of secondary or unnecessary ones, or is the design bloated?
B) Usability: Are all of the affordances clear and easy to identify? Is the experience optimized for simplicity? Is the product intuitive to use or does it require a learning curve?
C) Performance: Is the performance of the product consistent and responsive? Are there any issues that need to be addressed?
D) Longevity: Is the product designed in a way that it will last over time, or are there components that may need to be replaced after a certain period of use? Is there an expected lifecycle or endpoint for the product? Is this communicated to users clearly and transparently?
E) Personalization: Is there enough customization / personalization of the product to meet the needs and preferences of different users and varying use cases?
6. Troubleshooting
This is the phase at which users may experience issues or problems with using or consuming the product.
Considerations (not exhaustive):
A) Availability: Are there resources available to users if they encounter any issues or problems, either during the use stage itself, or afterward? How easily accessible are these? Are there enough resources available to address issues, or will users simply be put on hold?
B) Quality of support: Is the support quality adequate and prompt? Is it personalized to meet the needs of different users? How knowledgeable are support staff, and are they able to clearly explain or help troubleshoot issues?
C) Chain of communication: Is it obvious to the user in which order to take suggested help actions (e.g., user support page, call a helpline, send an email)? Is the user properly channeled to the right resources?
7. Repair
This refers to the process of diagnosing, repairing, or otherwise fixing an issue with a product.
Considerations (not exhaustive):
A) Availability: Are repair services readily available or do users need to wait a long time to schedule? Are replacement parts readily available?
B) Price transparency: Are repairs covered in a warranty or is there a service plan available? Are replacement parts covered?
C) Process timing / convenience: How long does it typically takes to repair the product (e.g., 24/7 support vs. limited hours)? Does the user need to send or bring in the product for servicing?
8. Return
This refers to the process of returning a product if it is no longer needed or wanted.
Considerations (not exhaustive):
A) Point of return / shipping: Is there a fee to the user for shipping costs? Does the return need to happen at the store of the original purchase?
B) Refund: Is the user able to get the original form of payment reimbursed? How long does this take to process?
C) Eligibility: Are all products eligible for return, or do some have more strict policies? What are the specific eligibility requirements and how easy is it to meet them? Are there any guidelines that need to be met in order to qualify for a return (e.g., must not be a sale item)?
D) Return window: Are there time limits on when a user can request a return? If so, are these clearly communicated to the user before purchasing?
9. Disposal
This refers to the process of properly disposing of or recycling a product after it is no longer usable.
Considerations (not exhaustive):
A) Ease-of-disposal / -recycling: Is there an easy and convenient way for users to recycle their products? Are disposal instructions clearly labeled, or are they hidden in the user manual? Is there any information provided on the environmental impact of disposing or recycling the product? Do users have ability to return to the company to have materials recycled or reused in other ways within the company’s supply chain?
B) Circularity: Does the company offer a buyback / trade-in? Is the user able to resell in an existent or company sponsored secondary market?
Journey maps can be a powerful tool for understanding unmet user needs. By creating a detailed map through the various phases of the user journey, your team can gain valuable insights into where and how users encounter problems or frustrations. This allows entrepreneurs to identify gaps in product design, service offerings, and customer support processes.
