31. PRE-PRESHMAN EMOTIONAL JOURNEY
(PRE) FRESHMAN CONSUMER JOURNEY EMOTIONAL GRAPH
COLLEGE
ACCEPTANCE & ROOMMATE ROOMMATE MAKE LISTS FOR “EXPENSIVE ITEM” BIG SHOPPING CAMPUS
HS GRADUATION CONSIDERATION SELECTION DORM & SCHOOL CONVERSATION TRIP KICK-OFF ORIENTATION MOVE-
“The roommate situation made “I started getting excited about college when I started shopping for
“I made a list with mom’s
me a little nervous. What happens my dorm. The most important thing is a comforter that matches my
if my roommate and I don’t get
help. Created a long list, then
started to take things off Excited style. In addition to the one big trip in July, I also bought little things
like picture frames and posters over the next few weeks.”
along? Also, what if I don’t do well when I realized all of it won’t
at school, and people at school fit in the room. I brought the
don’t like me?” list everywhere I went.”
3 Ecstatic
“We began texting each other.
We discussed color schemes,
who was bringing the
microwave. I would update
Accomplished her if I bought something.” “I was nervous about going to
college but felt better when I
realized other students are going
through the same experience.”
1 “I googled ‘College Shopping List.’ Bed,
Bath, and Beyond had a good list. I used
that but also shopped at other places.”
Uncertain Motivated Energized
Optimistic 4
“My roommate’s side looked
Overwhelmed and pretty. Mine didn’t. I actu
my laundry basket on move-
had to drive out to the neare
a city we were unfamiliar with
2
Nervous
IDEAS
1 Graduation Registry 2 Kohl’s Matchmaker 3 Graduation Registries Combined 4 Mobile App Inspiration 5
and Augmented as Dorm List and Ideas-on-the-go
OPPORTUNITIES & CHANNELS
FOSTER CONNECTIONS COLLABORATION, CONTINUITY
AWARENESS THROUGH DM UTILITY AND INSPIRATION
THROUGH SOCIAL UTILITY AND CO-CREATION
32. PRE-PRESHMAN EMOTIONAL JOURNEY WITH METRICS
(PRE) FRESHMAN CONSUMER JOURNEY EMOTIONAL GRAPH
COLLEGE
ACCEPTANCE & ROOMMATE ROOMMATE MAKE LISTS FOR Social analytics BIG SHOPPING
“EXPENSIVE ITEM” CAMPUS
HS GRADUATION CONSIDERATION SELECTION DORM & SCHOOL CONVERSATION TRIP KICK-OFF ORIENTATION
(content sharing,
“The roommate situation made
me a little nervous. What happens
if my roommate and I don’t get
“I made a list with mom’s
help. Created a long list, then
started to take things off
platform specific
Excited
“I started getting excited about college when I started shopping for
my dorm. The most important thing is a comforter that matches my
style. In addition to the one big trip in July, I also bought little things
like picture frames and posters over the next few weeks.”
metrics)
along? Also, what if I don’t do well when I realized all of it won’t
at school, and people at school fit in the room. I brought the
don’t like me?” list everywhere I went.”
3 Ecstatic
“We began texting each other.
We discussed color schemes,
who was bringing the
microwave. I would update
Accomplished her if I bought something.” “I was nervous about going to
college but felt better when I
realized other students are going
through the same experience.”
1 “I googled ‘College Shopping List.’ Bed,
Bath, and Beyond had a good list. I used
that but also shopped at other places.”
Uncertain Motivated Energized
Optimistic 4
Awareness analysis “My roommate’s side looked
Overwhelmed
(Primary research,
and pretty. Mine didn’t. I actu
my laundry basket on move-
had to drive out to the neare
a city we were unfamiliar with
search trends)
2
Nervous
IDEAS
Graduation Registry 2 Kohl’s Matchmaker 3 Graduation Registries Combined 4 Mobile App Inspiration
and Augmented as Dorm List and Ideas-on-the-go
OPPORTUNITIES & CHANNELS
FOSTER CONNECTIONS COLLABORATION, CONTINUITY
AWARENESS THROUGH DM UTILITY AND INSPIRATION
THROUGH SOCIAL UTILITY AND CO-CREATION