Includes insights, emotional journey, and business steps.
This early prototype of the final journey map includes a few different visualizations to understand different ways of showing relationships among personas and the logistical timeline.
Visualizing the Journey
Since we were graphing multiple journeys within the same timeframe, we experimented with different ways of representing the emotional journey. The emotional journeys are “quantified” in the workshop by the number of red or green dots the participants give to moments in the journey.
1. Inspired by “smart charts,” this graph simply subtracts the red dots from the green dots, and displays a circle correspond to the size. Positive numbers are blue, negative numbers are red.
An issue with this is the if the numbers are the same, it gives the impression that it was a neutral moment.
2. This graph was inspired by heat maps with overlapping nodes, and assumes that one moment’s feelings extend out to other moments. The shapes were semi-transparent so that overlapping shapes appear darker. In other words, the darker the color, the more positive or negative votes near that moment.
3. This is a standard area chart, again with semi-transparent colors. The benefit here is that visually it’s easy to compare peaks, and then color density acts as a measure of confidence: the denser the color, the more votes for that amount.
4. This graph uses color to identify the persona, and overlaps with opaque colors to highlight the differences among journeys. We noticed a trend that people interpreted owner’s journeys as more extreme. Specifically, this means that participants tended to dot vote the same moment more for owner’s journeys, whereas the dots in renter’s journeys were more distributed.
An issue with this graph is that while you can see how certain personas had the most extreme moments, you lose more subtle data behind the other personas.
Aligning the Journeys
I used spreadsheets to align the persona’s behaviors to the business logistics, so we could compare similar moments.