EXPECTATION MAPPING

Jonathan Steingiesser Lead UX Researcher

The goal for today’s workshop is to dive into the expectation mapping UX technique. We will look at an example and then try it out for ourselves.

AGENDA

RESTAURANT EXAMPLE

WHAT IS EXPECTATION

MAPPING?

MAPPING YOUR

EXPECTATIONS

EXTENDING THE MAP

THE 5 E’s

WHAT IS EXPECTATION MAPPING?

EXPECTATION MAPPING

WHAT IS EXPECTATION MAPPING?

Expectation mapping is a way of visualising customer journey emotions.

It is a way of focusing toward the dynamically changing and ever-evolving expectations of what a quality experience should feel like.

WHAT IS AN EXPECTATION MAP?

An Expectation Map is a neat way

for you to think about and express the best experience you can

imagine.

It’s split into 4 areas – See, Hear, Say

& Do and Think & Feel

HOW CAN EXPECTATION MAPPING HELP UX?

It can help:- Go beyond the basic goals & needs of customers (delight)- Interpret the irrationality of customer decisions - Better visualise emotions in the journey map- Frame the canvas for creative localisation

EXPECTATION MAP EXAMPLE

‣ I want you to think about what would be the best experience in helping you arrive and stay at a hotel or Airbnb for a personal or couple/family vacation and the services they should provide. Think about the things that would make that experience amazing.

‣ Don’t think about what actually happened when you last stayed at a hotel or Airbnb, rather use it as a reference point to think about what would make it the best experience ever – from arriving at the location and the experience of your first day/night etc.

‣ But let’s go through an example to explain what I mean…

EXAMPLEEXPECTATION MAPPING

EXAMPLE Step 1

‣ Imagine the very best restaurant experience you can think of. This is the ultimate experience! It may consist of some great experiences you’ve had in the past and some experiences you’d love to have.

‣ Step 1 - What would you like to see?Lighting

Subdued, not too bright, not too dim

Menu Easy to read and understand,

a broad range of meals to appeal to a range of tastes

Staff Plenty of waiters so I don’t have to wait

for service

I’d like to see my favourite table

reserved for me (away from the door)

Fresh water served throughout the meal

I’d like to see how clean the restaurant looks

EXAMPLE Step 2 - What would you like to hear?

Lighting Subdued, not too

bright, not too dim

Menu Easy to read and understand, a

broad range of meals to appeal to a range of tastes

Staff Plenty of waiters so I don’t have to wait for service

I’d like to see my favourite table reserved for me (away from the door)

Fresh water served throughout the meal

I’d like to see how clean the

restaurant looks

Recognition I’d like to hear my

name being used as I come here often

Acoustics I don’t want the restaurant

to be loud so I can chat with my friends

Music Music that’s not too

loud something chilled and relaxing

I’d like to hear the waiter tell me the

specials I’d like to hear that

my favourite wine is available

I’d like to hear “let me take your coat

for you”

Lighting Subdued, not too

bright, not too dim

Menu Easy to read and understand, a

broad range of meals to appeal to a range of tastes

Staff Plenty of waiters so I don’t have to wait for service

I’d like to see my favourite table reserved for me (away from the door)

Fresh water served throughout the meal

I’d like to see how clean the

restaurant looks

Recognition I’d like to hear my name

being used as I come here often

EXAMPLE Step 3 - What would you say and do? Like said or done?

Acoustics I don’t want the restaurant to be

loud so I can chat with my friends Music

Music that’s not too loud something chilled and

relaxing

I’d like to hear the waiter tell me the specials I’d like to hear that my

favourite wine is available

I’d like to hear “let me take your coat for you”

I’d like to receive table

service

I’d tell the owner how

great my meal was

I’d write an online review

about the great food

I’d leave a tip because the

service and food were so good

I’d compliment the chef and

waiter

I’d like the chef to come to my table and explain the

menu to me

I’d recommend this restaurant to

all my friends

Lighting Subdued, not too bright, not

too dim

Menu Easy to read and understand, a broad range

of meals to appeal to a range of tastes

Staff Plenty of waiters so I don’t have to wait for

service

I’d like to see my favourite table reserved for me (away from the

door)

Fresh water served throughout the meal

I’d like to see how clean the restaurant

looks

Recognition I’d like to hear my name being

used as I come here often

EXAMPLE Step 4 - What would you think and feel?

Acoustics I don’t want the restaurant to be loud so I

can chat with my friends

Music Music that’s not too loud

something chilled and relaxing

I’d like to hear the waiter tell me the specials I’d like to hear that my favourite

wine is available

I’d like to hear “let me take your coat for you”

I’d like to receive table service

I’d tell the owner how great my meal was

I’d write an online review about the

great food

I’d leave a tip because the service and food were so good

I’d compliment the chef and

waiter

I’d like the chef to come to my table and explain

the menu to me

I’d recommend this restaurant to all my friends

Special I’d like to feel recognised

as a regular diner

I’m happy to pay more because the

food and service are fantastic here

I’d think – “it smells great in here!”

I’d like to feel looked after

I like to feel like I’ve just eaten one a fantastic meal

I’d like to feel listened to and

understood

I’d think “I’ll be back here again soon!”

INSTRUCTIONSEXPECTATION MAPPING

1 2 3

INSTRUCTIONS

Think about the ideal experience for helping you arrive and stay at a

hotel or Airbnb for a personal or couple/family vacation

1. Think about each quarter - start with the “See” and write your best experience

thoughts down

3. Please headline each thought

4. Aim for the right level of detail… - 1 word doesn’t tell us enough - 50 words tells us too much

5. Please write clearly

6. Work through each quadrant

Guided

Guiding Documentation I’d like to see a

guide that outlines what information I

need

I want someone to guide me through each stage of the process so I can identify key benefits. This is crucially important for me so I can work out if taking this is a

good decision. If I don’t understand each step then I can’t make an informed decision. I need to know what I need to record for tax purposes and how. I also need

to understand which leasing is option is best for me.

1. Use the expectation map template provided

2. Think of what would make your recent interaction with a hotel or Airbnb your best experience ever!

3. Work through each quadrant

4. Three min per quadrant

What do you Think or Feel? (What matters?)

What do you See? (environment, friends,

solutions in the market)

What do you Say? What would you like said to you? (tell others,

talk about it)

What do you want Done? (appearance, activities,

behaviours)

What are the Pain points you want to avoid? (fears, frustrations, obstacles)

What are the Goals you are trying to achieve? (wants,

needs, desires)

INSTRUCTIONS

WHEN TO DO EXPECTATION MAPPING?

During the discovery phase:

‣ As a homework exercise for the participant before conducting a contextual inquiry

‣ When running a stakeholder or customer workshop as a group exercise that is done individually

‣ When evaluating an existing experience

‣ At an inception to align the team

5 E’sEXPECTATION MAPPING

ENTICE

ENTER

ENGAGEEXIT

EXTEND

EXTENDING THE EXPECTATION MAP TO THE FIVE E’S

‣ I want you to extend your thinking about what would be the best experience by thinking of what would help you book and stay at the hotel or Airbnb, what happens during your stay and what happens after you leave and the services they provide. Think about your decision process and the things that would make that experience amazing.

‣ 1 thought per post-it

‣ 3 min per quadrant

‣ Write your first name & the number corresponding to the stage in the journey

1. Entice How are you attracted to, informed of the hotel or Airbnb?

2. Enter How do you enter into interacting with the product / service / offer / experience?

What do you engage with throughout the entire experience?

3. Engage

5 E’s

4. Exit What do you leave with? What happens next?

5. Extend How did the hotel or Airbnb follow up with you?

5 E’s

Q&AEXPECTATION MAPPING