Professional Documents
Culture Documents
When to use it
When you need to understand how your customer approaches
a task and how they feel about it along the way, including the
most delightful — and painful —points.
Why use it
Visualize decision-making, behavioral, and emotional flows to
uncover gaps in customer understanding and surface insights
and potential opportunities to delight.
How to use it
1. Describe the customer and the task. Example:
Sharon, a floral shop owner with three employees.
Task: Take a credit card order for flower delivery called in
by a new customer.
2. Capture each step of the customer’s journey for a specific
experience. What is the trigger for the task? What happens
next? When is the task complete?
3. Emotion code each step of the journey using a five-point
scale, with misery at the bottom and delight at the top.
4. Connect individual events to the larger context. Often,
abstracting up a level can yield a meaningful insight.
5. Vote on one pain point of the journey to solve first.
What would make the biggest difference in this customer’s
experience? Hint: sometimes it’s not the low point.
Use with
Collect customer observations and/or feedback before, during,
or after the journeyline to ensure details are correct. Use with
observation and Customer Insight interviewing and as a feeder
to the Empathy Map.