Jordi Olive Calderon
Emotional Journey is a powerful research practice to identify and visualize how users feel at each stage of the experience while they are using a product or service.
Mapping these metrics help the team to understand, test and deliver a positive experience for the users.
The emotions of the user can be captured by dots, emojis, pictures, colours, curves or other forms and shapes that represent the level of sentiment from each moment of the journey.
The Emotional Journey is usually used asan add-on to a User Journey Map or Service Blueprint practices.
Craft a better user experience:
Improve business performance:
Ensure systems are customer focused
Knowledge of customers behaviours and needs
Drive ideation and innovation
Decide what should be the top priorities
Introduce metrics for what matters most for the customers
Eliminate where customer experience is most likely to fail
Imagine future service experience
Reflect customers needs and expectations while your business changes
There are many different ways to build an emotional journey depending on the approach and the quality of the research.
You can first build the Emotional Journey and then use it to make the User Journey Map with Touchpoints, Pain points, Opportunities etc. or you can create it based on an existing Journey Map. The order of the practices doesn’t affect the final result.
Adding an horizontal line in the middle of the Emotional Journey will help you to see faster where the opportunity is.
It’s recommended to have one Emotional Journey per user. In case you’re using it for a Service Blueprint where different actors are involved then you can use the same space to represent the Emotional Journey for each of them. If this is the case, remember to use dissimilar colours to represent the different actors. (See the following example)
Having the User Story/Scenario, the Persona and his/her goal near the board helps to have a clear and common understanding of what the Emotional Journey is representing.
Emotional Journey can be used as a metric to compare As-is with To-be or Ideal User Journey experiences
It can also be used as a low fidelity experience prototype to test with users.
Check out these great links which can help you dive a little deeper into running the Emotional Journey practice with your team, customers or stakeholders.