How do users perceive their experience with your product or service? Let’s consider an example where two users purchase movie tickets online now will map out their emotional journey. This line represents a neutral state user. A begins their journey very negatively. It gets better, a little bit worse, but they still aren’t positively user fees, begins their journey negatively as well. It gets better and they end positively. So looking at these two journeys, who have the better experience? User AI or user B? Well, the answer is user B, but why the pick and roll states that we do not evaluate experiences holistically and contrast. We evaluate them based on the peak and the end of the experience. So in our movie ticket example, although User A ended on a positive note, the negative peak that they experience consumed their journey. Alternatively, User B started their journey negatively but ended it with a positive peak. The peak experience and a customer journey is where the customer feels the most extreme reaction, whether that’s a positive or a negative. And the end, of course, is where the customer ends his or her journey. So when you ask a user to recall their experience on your site, they’re largely basing their answer on these moments. So as designers, how can you use the pick and roll to your advantage while you can use the pick and roll as a framework to determine where to focus your UX efforts?
For example, conduct field studies and user interviews to discover the extreme positive and extreme negative experiences that occur throughout your customer journeys. Then use this information to improve common negative experiences by conducting usability tests to redesign those components. The pick and roll helps us target our efforts to improve the aspects of an experience that customers remember most. So keep in mind, the best way to end your customer journey is on a positive peak.