The next step in the POV stage was to put our persona into a journey map, which implied following the life of the persona and what kind of obstacles that could occur. Our journey map started with the persona receiving a smartphone from her children. Attributes, participants and emotions are strongly empathised in the journey map. Based on the insights gained while empathising in the first stage, we had a scenario where the persona turns to her children but doesn't get the necessary help in the journey mapping. The persona then feels highly confused. After that the persona calls her children but they don't have the time to help her, and she doesn't want to bother them with her silly problem. This of course creates even more emotions within the persona. The journey then goes on and on. However, the most important finding in our journey mapping was that this emotional disaster among the persona could have been prevented if she only would have been assigned proper service and help in the early stage of acquiring the phone. However, there might also be need for some continually help later on. This was an essential finding, because it showed that a lot of focus should be put on great service in the beginning.
With the help of great tools such as the participant board, the affinity map, the persona and the journey mapping, we elaborated to a further extent on the information that was gained while emphathising. It resulted in the following POV: "Senior Norwegian citizen who wants to enjoy telecommunication and needs to be supported with their technologies & services initially and over time, because those who are supposed to help lack time or patience". The POV helped the whole group to see 'the big picture', both in terms of who the target group was, and what their needs were. The POV influenced our final solution, as we decided to focus both on service initially and over time.
POINT OF VIEW
Our journey map:
Our Point of View: