Mapping journeys isn’t a new idea, but traditional maps are reductionist, linear and task-focused. Traditional approaches don’t think about the emotional, and often irrational, person at the centre of the journey, or the wider context of the decisions to be made. Clearly, there is scope for improvement! This is why we’ve put people at the centre of our research into customer journeys by developing the UP (Understanding People) Framework.
The UP Framework is based on principles from behavioural science, psychology and our experience of working with consumers over the last twenty years. With people at it’s centre it has a solid grounding in how consumers actually think, rather than traditional models of rational consumers, and as such acts as a catalyst for hypotheses development. It helps us to decide on the best methods to use to answer objectives, and then acts as an analysis framework throughout the research.
It moves us away from focusing on specific tasks, and instead gives us a broader appreciation of context, social and environmental factors, risk and importance of decisions, and emotions, habits and predispositions of the individual. This means as well as using it to frame customer journey research, it’s flexible enough that we can apply it to certain points of the journey – from concept testing, to pricing, to user experience, and everywhere in between.