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Emotions when buying a car, basic look at customer journeys, a service design element
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High (Pleasure)
Low (Negative/discomfort)
Neutral
Identify a need to buy a new car
Look at cars / communication
Decide on options Visit
dealer
Excitement
builds
High (Pleasure)
Low (Negative/discomfort)
Neutral
Decide to visit dealer
Find Parking
Get location of dealership
Go inside / look at cars
Worried about
finding the
place
What will i
t be
like? Closer
relationship to
vehicle
High (Pleasure)
Low (Negative/discomfort)
Neutral
Decide to visit dealer
Find Parking
Get location of dealership
Go inside / look at cars
Find a salesperson
High (Pleasure)
Low (Negative/discomfort)
Neutral
Test drive
Find a salesperson
Get a brochure
Share experience
Repeat?
How
to
com
mun
icat
e?
Pers
onal
ity?
Fun, worried about crashing
Mixed reactions from family & friends
High (Pleasure)
Low (Negative/discomfort)
Neutral
Find a salesperson
Decide on vehicle
Contact dealership
Negotiate
What is rig
ht for m
e,
can I g
et my optio
ns
High (Pleasure)
Low (Negative/discomfort)
Neutral Arrange
payment & paperwork
Negotiate
Finished paperwork
Waiting
Getting the best
deal, can I
afford?
Is it all correct,
sorting, filing
Rel
ief
Anxious
High (Pleasure)
Low (Negative/discomfort)
Neutral
Finished paperwork
Waiting
Receive car
PPD
After sales service
?
Rel
ief &
ex
cite
me
nt
Did I make the right choice?
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