Buying A Car - Feelings

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Emotions when buying a car, basic look at customer journeys, a service design element

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Buying A Car - Feelings

  1. 1. High (Pleasure) Low (Negative/discomfort) Neutral Identify a need to buy a new car Look at cars / communication Decide on options Visit dealer Excitement builds
  2. 3. High (Pleasure) Low (Negative/discomfort) Neutral Decide to visit dealer Find Parking Get location of dealership Go inside / look at cars Worried about finding the place What will it be like? Closer relationship to vehicle
  3. 5. High (Pleasure) Low (Negative/discomfort) Neutral Decide to visit dealer Find Parking Get location of dealership Go inside / look at cars Find a salesperson
  4. 7. High (Pleasure) Low (Negative/discomfort) Neutral Test drive Find a salesperson Get a brochure Share experience Repeat? How to communicate? Personality? Fun, worried about crashing Mixed reactions from family & friends
  5. 8. High (Pleasure) Low (Negative/discomfort) Neutral Find a salesperson Decide on vehicle Contact dealership Negotiate What is right for me, can I get my options
  6. 10. High (Pleasure) Low (Negative/discomfort) Neutral Arrange payment & paperwork Negotiate Finished paperwork Waiting Getting the best deal, can I afford? Is it all correct, sorting, filing Relief Anxious
  7. 12. High (Pleasure) Low (Negative/discomfort) Neutral Finished paperwork Waiting Receive car PPD After sales service ? Relief & excitement Did I make the right choice?

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