BIMtopia
/CEE 11Q: Sustainability Design Thinking | Spring 24
CEE 11Q: Sustainability Design Thinking | Spring 24
/Class Session 6: Understanding the Consumer Journey
Class Session 6: Understanding the Consumer Journey
Class Session 6: Understanding the Consumer Journey

Class Session 6: Understanding the Consumer Journey

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Launching Project 2

  • The Consumption Cycle
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Observations: Attitudes and Behaviors
  • Putting it on your radar
    • Being Shown — You Want This — Lure You
    • Mentioned
    • Trends / Influencers
    • Promoted at an event
    • Recreational shopping
    • Shopping Mailing lists
      • BIGGEST SALE of the Year
        • Fear of Missing Out - FOMO
        • Illusion of Saving Money
  • Finding
  • Research Options
    • Easy Online to See Options
  • Purchasing
    • One-Click Buying — make it sub-conscious activity — less thinking
  • Acquiring
  • Use
  • Disposal
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Empathizing

  • Immersing
    • Experiencing a shopping task — buy some shoes
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  • Journey Maps
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    Creating a Journey Map

    Change isn't easy!

    While we can often list a bunch of very rational reasons for why someone should want to change, they often resist.  When users have choice, we need to assess and help them move through the steps of accepting and acting on the change.

    Journey Maps are a very useful framework for:

    • capturing the traits of a specific user profile and their needs
    • list the steps in the user's journey
    • itemizing their needs at each step in the journey
    • capturing your assessment of their emotional journey -- how are they feeling? -- at every step of the way
    • identifying opportunities to improve the journey
    • ideating about ways to deliver on those opportunities

    Here are some examples of Journey Maps for:

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    Switching Mobile Phone Plans
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    Shopping for a New Car
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    Journey Map Template

    Before During After Phase Steps in the User Journey User Needs Emotional Curve What is user feeling? Potential Opportunities IDEAS User Character Profile Name Scenario Describe the key aspects of this scenario... Expectations / Desired Outcomes - Outcome 1 - Outcome 2 - Outcome 3 Key Trait 1 Key ...

    docs.google.com

    Journey Map Template
    Journey Map Example - Sally Solar

    Before During After Information Bite to Make Her Aware of Potential and Opportunity Awareness Triggered Intrigued Assess Viability Evaluating Options Committing Immediate Gratification Long Term Reinforcment Way to Start Learning and Exploring Way to Evaluate Whether Solar Is Viable? Is Attainable?

    docs.google.com

    Journey Map Example - Sally Solar
  • Interviewing
    • 💡Interviewing - Tips
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    Questioning Styles
    • Open-Ended
    • Insight vs Data
    • Leading / Confirming — Would you… Do you think that… Do you agree…
    • Confronting — Why don’t you…
    • Empathizing / Understanding — Tell me about…
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    Assignment 6.1 -Design Project 2 | InterviewingDesign Project 2 | Interviewing
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Understanding

  • Composite Character Profiles
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    Assignment 6.2Design Project 2 | Composite Character ProfilesDesign Project 2 | Composite Character Profiles
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Next Class Session

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Surveying
  • Surveying Tips
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Assignment 7Design Project 2 | SurveyingDesign Project 2 | Surveying