Start: Qualitative Model

Do You Have?

Related Journeys Identified

YES: Go to Emotional Journeys Identified

NO: Go to The Play

The Play

Identify other journeys that your customer might be experiencing that happen before, during, or after the current journey focus. It’s a window into broader insights without conflating multiple journeys into one. I’ve developed a way to not only generate related journeys, but to also generate success metrics for them (just in case).

Use it to

This is highly critical in functional innovation because it points to growth potential as markets mature. In the journey world it can be used to ensure that you haven’t made a bad assumption about which journey to focus your attention on. Related Journeys should be prioritized in order to spot these gaps in your hypotheses, and gives you the ability to quickly refocus.

NEXT: Go to Emotional Journeys Identified