Emotional journey

1. Organize a space, materials and participants for the session.

2. Define the activity for which you want to map out the emotional journey. For example, it could be a person’s ride on the subway while heading home.

3. Collect the internal insights of the team, based on previous research and experiences.

4. Map out the journey and mark the different touch points where the user comes in contact with the product/service/brand/organization.

5. If you have developed various personas, make sure that you develop a journey for each of them. Each experience will be different.

6. Use a line graph to mark underneath the journey to mark the moments users feel excited and moments where they feel frustrated.

7. Analyze the results of mapping the journey.

NOTE

Emotional journeys depend on good research.

OUTPUT

A mapped out overview of how someone feels while doing something. A look inside the ‘emotional rollercoaster’.

NEXT

Analyse the peaks and lows, improve where needed.

Tips for running this activity online

• Pick an online whiteboard tool that allows you to use a large, zoomable canvas.
• Draw the emotional journey in the collaborative space and invite users to add comments as sticky notes.
• When facilitating group discussion, we’d recommend that participants use non-verbal means to indicate they’d like to speak. You can use tools like Zoom’s nonverbal feedback tools, a reaction emoji, or just have people put their hands up.The facilitator can then invite that person to talk.
• If you’re not using an online whiteboard, we’d recommend the facilitator draw the emotional journey digitally or on paper and screenshare the image for participants to discuss.