, a fundamental stage in the user experience design journey. When building a customer journey, it’s important to detail the actions and emotions that users take and have before, during, and after using the product.
In this case, users are specifically focused on building a customer journey map for a new anime streaming app, AnimeMax. AnimeMax is fictional, but think a Netflix focused exclusively on Japanese anime tv, movies, and other features.
Initially learners are expected to do background research on the video streaming market. This research could involve a brief competitive analysis of players like Netflix, HBO, and Amazon, or a rough market sizing to understand the amount of money spent on these apps each year. It could even dig a little deeper into the typical business models of these companies—while their revenues are clear, what are their main costs? Learners could indicate licensing fees, app maintenance and upkeep, and marketing.
With this background in mind, learners can begin creating a customer journey map. The depth and details of the map may differ (note that this journey is long-form, but could be condensed into shorter bullet points). A rough map should include:
A persona indicating their target customer. This should make sense in the context of AnimeMax—for instance, this is much less likely to be a middle-aged dad, and much more likely to be a Gen Z college sophomore. For the sample below, I’ve focused on ‘Tom’, 19, a pre-med college sophomore
Tom is swamped with class. He has 3-5 hours of lectures and labs per day, but homework is the real killer. He tends to spend an additional 5-6 hours each day on studying (especially for Ochem!) and homework, and typically splits his time between the library and his dorm.
He feels guilty about taking breaks, but understands that he needs some physical activity, so he’ll try to head to the gym for basketball later in the evenings.
He also knows he can’t focus hard for more than about 45 straight minutes. After that, his organic chemistry textbook starts to get blurry and his mind wanders. At this point, Tom turns to TikTok, YouTube, or AnimeMax for a quick distraction
Emotions: Tired, worn-out, frustrated
Tom opens up AnimeMax. At this point he’s committed himself to a break, but he needs to choose how long. Should he watch a full 20 minute episode? Or just the first 5 minutes? He feels guilty about this choice.
Tom sees a selection of anime shows—some are ones he’s watched over and over again. Others are ones he’s heard great things about but haven’t watched yet. And others look completely new (and a little exciting!). He feels a bit of comfort, starts to relax, and is excited by the choices.
Tom picks a show he’s seen at least 3 times before. He doesn’t feel like he has the energy to follow a new plot, so watching something familiar will be easier. He further relaxes, turns his brain off, and starts watching.
Emotions: excitement, comfort, relaxation
20 minutes later, Tom has finished the episode. A new one pops up on screen, but he knows he can’t afford another 20.
Feeling a little guilty, Tom closes the app and returns to his work. But he’s got a renewed sense of energy and can return to his textbook without zoning out. He works for another 40 minutes and then heads to dinner.
As he’s walking to dinner, Tom thinks about the show he watched, and starts getting excited about watching the next episode.
Emotions: guilt, focus, excitement
Once again, the exact format of the customer journey map can differ widely. The one written above is pretty in-depth, but learners may be more surface level. This is a relatively simply activity designed to introduce learners to the field of user experience design!
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