# Define

# Emotional Journey Map

Understanding the emotional roller coaster of the user during her tasks
Time required
30 minutes to 2 hours
Design Thinking team
Level of experience

# What is it about?

The Emotional Journey Map is about mapping and analyzing the emotional highs and lows of a user while dealing with a product.

# The goal

An Emotional Journey Map illustrates the customer journey to be investigated. The focus here is not only on the interaction with the product, but rather on what makes the user satisfied or dissatisfied in the end. Understanding the feelings that are triggered in a user makes it possible to create meaningful improvements in the product.

# How to do it?

  1. Choose the type of customer and the scenario you want to investigate.
  2. Define the actions and steps within this scenario.
  3. Determine the qualitative highs and lows regarding user-friendliness during each action. If necessary, use results from the research.
  4. Connect the individual evaluation points to form a line.
  5. Analyse the low points of the journey and generate improvements.

# When do you need it?

This method helps to get to know the user and his context better. It is recommended when new ideas are needed to improve the quality of the user experience.

# Resources

  • Paper or Whiteboard
  • Pens
  • Post-it Notes

# Advantages

This method helps to capture the user from different perspectives, which makes it easier to empathize with their actions. In addition, this method can be adapted to numerous situations due to the large number of variants of these maps.

# Disadvantages

The method alone is not sufficient to gain a comprehensive understanding of the entire target group, as it often only focuses on a specific situation of a sub-segment of users.

# Keep in mind

Often, users take different actions than the Design Thinking experts would expect. This must be taken into account when playing through the scenario from the user's perspective.

# See also

Previous methods Alternative methods
    Following methods

    # Sources