Page 63 - Transforming an Idea Into a Business with Design Thinking

42 ◾ Transforming an Idea Into a Business with Design Thinking

Use different colored sticky notes for steps, touch points and emotions.
As you complete the journey map, go through the emotions and draw a
line to depict highs and lows from users’ emotional aspects.

15-minute Self-brainstorm
Give everyone on your team fifteen minutes to jot down thoughts for steps,
touch points and emotions for each user.

Team Brainstorm
Everyone comes to the board and explains each sticky note as they paste it
on the wall.

The team should review the steps, touch points and emotions and move
sticky notes around to reflect the journey of the user.

Use a marker to traverse the emotional state of the user throughout the
journey to highlight the emotional journey of the user as well.

Once the journey map steps, touch points and emotions are completed,
hand over red dots and green dots to each team member. Everyone should
place red dots on sticky notes to indicate pain points for the user and green
dots to indicate “moments of truth” for the user. Paint points are, as the
name suggests, difficulties that the user encounters while going through the
journey. “Moments of truth” are the points where the user is emotionally
vulnerable. In other words, these are the points where you could influence
the user the most.

Put yourself into the user’s shoes and walk through this journey to build
empathy with the user.

3.4.2.2 Document Assumptions

After the session, the session lead should ask the team to write down all
the assumptions that you are making and record those assumptions in
the assumptions template in Chapter 6. In case there are disagreements
about any aspect of the user journey, make an assumption of the most
likely scenario and document that assumption in the assumptions section
as well.