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Problem definition

Expectation Map

1–6 peopleExploratory

Overview

An expectation map is a collection of pictures and sketches that chart stakeholder emotional reactions to a current service, prior to the redesign of that service. Each map can be constructed either for an individual stakeholder or a coherent stakeholder group, the members of which share a common understanding/perspective on the current service. It is best used for 1–6 people.

The resulting expectation maps are also simple to communicate and share within a project.

What to do

Undertake Expectation Map in the following 4 steps:

  1. Prior to the workshop or at the beginning of it the facilitator asks stakeholders (current service users) to think about their current opinions about a service. These opinions can include both well-argued logical positions and emotional responses to the service. Stakeholders are encouraged to collect and/or make visual representations of these opinions in any form, for example photographs of the service and/or its experience, sketches and cartoons produced by the stakeholders, images downloaded from the Internet and/or cut out of magazines etc.
  2. In the workshop, the facilitator asks stakeholders to post their representations, in physical form, on pin boards and/or large sheets of paper to create a visual mosaic of their current expectations.
  3. The facilitator leads a discussion with stakeholders to explore possible relationships between the represented opinions, and move these representations on the emerging mosaic to group related opinions. These opinions are written in a flipchart.
  4. Once the expectation map is complete, the facilitator asks the stakeholders to provide more concrete, detailed information about the shared opinions, resulting in a first cut list of the areas of the service that need attention and emerging consumer higher-level expectations.

People

Works best with 1–6 people.

Problem solving characteristics

This technique is primarily used to diagnose the current service, to discover areas of the service that need attention and emerging consumer higher-level expectations.

Creative phases

Expectation Map is useful if you want to generate ideas related to the emotional experience of the service.

Location

Any quiet space in which 1–6 people can sit around a table.

Equipment

Chairs for all participants as well as a table, post-it notes, pens, a flipchart and a pin board or a large sheet of paper. If the collection of pictures is at the beginning of the workshop provide different materials such as magazines, internet access and printing facilities, glue, scissors, sketching paper and pens etc.