Emotional journey

by . Last edit was 5 months ago
#design #frame insights #create #explore and understand
any any

An emotional journey is a visualization that maps and illustrates a user’s emotional experience through the experience of interacting with an organization, product or brand.

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Additional info

Goal

To identify how people feel during the experience of using your services.

Allows the design team to understand where to improve the experience.

Attachments

You will be able to upload attachments once after you create the method.

Materials

    Instructions

    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.

    Background

    Source: MediaLAB Amsterdam

    REFERENCE: BROWN, Tim. Change by design. 2009.

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    • is there an example of this that can be made available ?

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      8 months ago