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1/2 Day Session (9:00 AM - 1:00 PM)

Overview

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Objectives

By the end of this workshop, participants will:
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Outcomes

Primary Deliverables:
  • Completed emotional journey map with plotted emotional states
  • Identified emotional transition points and triggers
  • List of 3-5 emotional pain points
  • List of 3-5 delight opportunities for emotional elevation
Secondary Insights:
  • Emotional patterns and themes across journey
  • Connection between empathy insights and journey moments
  • Understanding of emotional durability (how long emotions persist)
  • Trigger inventory for future design consideration

Participants Required

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Materials Needed

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Facilitator Tips

Time Management:
  • Use visible timer for each phase
  • Give 2 minutes and 30 second warnings
  • Keep energy high with active facilitation
  • Be flexible with timing for discussions
Participation Guidelines:
  • Encourage specific emotional language (not just "good/bad")
  • Reference empathy map insights frequently
  • Ask "What would make the user feel differently here?"
  • Guide towards actionable recommendations
Common Challenges:
  • Team disengagement on emotions: Use empathy map data to ground decisions
  • Too abstract: Anchor in specific user touchpoints
  • Focusing mostly on analysis: Push towards action
  • Positivity bias: Challenge with real opportunities

Phase 1: Journey Framework Setup (10 minutes)

  • Reference the user and scenario from empathy mapping exercise
  • Establish journey start and end points clearly
  • Identify 5-7 key journey stages or touchpoints
  • Write stages horizontally across workspace

Step 2: Emotional Scale Setup (5 minutes)

  • Draw vertical emotional scale on left side
  • +2 (Dark Green): Delighted/Excited
  • +1 (Light Green): Satisfied/Content
  • 0 (Yellow): Neutral
  • -1 (Orange): Frustrated/Confused
  • -2 (Red): Angry/Disappointed
  • Explain that emotions can be mixed or complex

Phase 2: Emotional State Mapping (20 minutes)

Step 3: Individual Emotional Plotting (10 minutes)

  • Each participant plots user emotions for each journey stage
  • Plot based on empathy map data and user intensity
  • Include brief description of why user feels this way
  • Reference empathy map "Pains" quadrant for triggers
  • Work silently to avoid groupthink

Step 4: Team Consolidation (10 minutes)

  • Share individual emotional plots with team
  • Discuss differences in emotional interpretation
  • Reach consensus on emotional state for each stage
  • Draw agreed upon emotion line through journey stages

Phase 3: Critical Moment Analysis (15 minutes)

Step 5: Emotional Transition Identification (5 minutes)

  • Mark significant emotional drops (red arrows down)
  • Mark significant emotional peaks (green arrows up)
  • Focus on steepest emotional changes - Disappointment
  • Circle top 2-3 most dramatic emotional transitions

Step 6: Trigger Analysis (5 minutes)

  • For each critical transition, identify specific triggers:
  • What caused the emotional change?
  • Which touchpoint or interaction was responsible?
  • What user expectation was met or violated?
  • Write trigger explanations near transition points

Step 7: Insight Synthesis (5 minutes)

  • Identify top 3 emotional pain points (lowest/most negative)
  • Consider both intensity and duration of negative emotions
  • Consider areas that could become positive
  • Note any patterns across multiple pain points
  • List potential "Delight Opportunities"
  • Note where positive emotions could be sustained longer

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