Eventbrite tracked anger and delight in UX

In the last post, we covered how Rachael Neumann’s role at Eventbrite’s Customer Experience/Success saved building the wrong feature. In the same talk the idea of assessing a customer’s anger through a journey is a fascinating and fresh lens to review your design.

The normal process is to map the user journey with flow charts or post-it notes and treat things very functionally. Instead, Rachael prefers to review each step in the process through an emotional or psychological lens. Specifically ask the questions:
  • what is the emotional state of the user at each stage?
  • What is the potential to delight and potential to anger?

  • have you built up good will?

  • there are moments in the journey where there is a high tolerance for stuff going wrong.

  • The idea is to maps steps in your user’s journey on a 2D axis like this.

This kind of empathy for the customer’s emotional state was quite revolutionary to me and is valuable coming from [effectively] the “customers champion” – whereas inward-facing Product Managers might just map this as binary pass-fail states.

Its a great lesson for Product Managers to take note of and to learn more from their Customer Success, Customer Support teams.

“Not all moments are created equal”

Check out the video for the full context and more great advice.

Other gems of wisdom

Aligned with the points made above were some gems:

  1. “delightful things don’t matter if you don’t solve the critical moment are a terrible experience”.
  2. Customers make terrible product designers.
    • Get as much feedback as possible from customer BUT you cannot take at face value.
    • The customer’s job is to show you their pain.  Your job is to translate into meaningful product solutions.
  3. You need a champion of the customer


“Customer-Driven Product/Design  Loop”

If you’ve read “Lean Startup” you understand the principle but it was great to hear that Eventbrite actually treated this as a “muscle” to be developed. To be high velocity in:

  • method to measure the temperature of a particular “moment”
  • what are my hypothesis about the things I can change
  • implement the change
  • measure again and see how you did

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    Contextual & StreetHawk Inc 2023.