Incorporating persuasion, emotion and trust triggers on user journeys

12 Jan 2011 - 5:43am
1551 reads
Graham Sear
2010

Hi all,

Currently putting together some user journeys that incorporate emotional flow (positive and negative) and different triggers that can be put in place throughout the user journey to either combat negative ones or re-enforce positive ones; these will then go on to inform the PET strategy.

A good example of this would be someone cancelling a monthly direct debit, i.e. they start the journey with mistrust around the company and think they can get a better service elsewhere, part of this journeys aim would be to persuade people to stay with the current organisation. Turning mistrust into trust.

I can't find many articles/resources/examples online that show adding emotional flow or persuasion triggers in user journeys. Has anyone had any experience of this before, have any advice for producing these or any online examples they've come across. Another thing to add is that these are multi-persona user journeys (the plot thickens).

Any input would be greatly appreciated.

Graham

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