- Posted by Navin Chandwani
- Virtual Exhibitions and Events
- 5 Comment
A virtual exhibition booth or any other kind of branded virtual environment can be an effective channel for you to connect with your audience. However, to truly wow your audience and achieve the desired ROI, it is important to plan their journey within the environment. And to do so, you first need to understand how users navigate, interact with, and experience these virtual environments. Visitor journey mapping helps you to map these user experiences to the important touchpoints in your virtual exhibition booth and give your visitors a delightful experience.
What is the visitor journey mapping?
Visitor journey mapping is the visualization of the sequence of steps that a visitor goes through within a virtual environment. It involves compiling user actions into a timeline and overlaying it with user thoughts and emotions at various touchpoints to provide a visual representation of the customer experience. These touchpoints could be in the form of product demos, interactions with the customer service representative, product-related documentation, and so on.
Visitor journey mapping can help create visitor-centric virtual exhibition booth designs by enabling marketers and UX designers to evoke the right emotions at different booth touchpoints.
How is visitor journey mapping done?
For virtual experiences, the process of creating a visitor journey map can be broken down into two main tasks. They are:
Identifying the touchpoints
The touchpoints include the various components of your virtual exhibition booth that visitors interact with. They can be the registration point, gamification modules, navigation icons, product interaction, communication with sales representatives, and post-exhibition communication. These touchpoints are important components of your virtual exhibition booth as they are heavily influential in turning a visitor into a customer.
Creating a visitor experience map
The visitor experience map can be created in multiple ways. It can be in the form of a flowchart, grid, or something as simple as a spreadsheet. Your visitor experience map should include two key elements: a) the touchpoints and b) the user emotion at each touchpoint as shown here:
You then need to draw the visitor experience curve by connecting the user expectations and emotions at each touchpoint. The curve helps provide a continuum of the visitor experience by linking the visitor’s emotions at each touchpoint.
The curve helps you recognize your strong points as well as identify growth opportunities by showcasing the pain points. The virtual booth experience can be enhanced by taking suitable actions based on the insights provided by the customer experience map.
Virtual experiences are becoming increasingly common as a complement for live exhibition marketing. As more and more businesses start offering virtual experiences, you’ll need to make your virtual experience more visitor-friendly. Visitor journey mapping is just one of the many techniques that virtual exhibition booth designers use to create an unparalleled experience to create impactful exhibitions
To know more and to get complete end-to-end support for ideating, designing and hosting your next virtual experience, you can get in touch with us.