Expectation Maps


The Expectation Map tool is a creative diagram representing how the user perceives a service. The map can show specific impressions of the service from one experience or an overall expectation of how the service should be in their eyes.


Gather materials to communicate user opinions (ei. images, media coverage, social media posts)

Detail map with supplemental research (ei. testimonials, interviews, surveys)


Expectation maps clearly lay out the mental perceptions of users so that designers may identify disconnects in the experience.