Threshold map

Before Design Thinking and Human Centred Design was the mainstream buzz, Jan Chipchase was already ahead of the game. He championed the consumer insights at FROG more than 10 years ago and documented his approach in his book "Hidden In Plain Sight". The stuffs there are still relevant today and then there's this hidden gem of a tool called the Threshold Map that seemed to slipped the herd.

A threshold map is kinda an additional element and dimension that you should have in your Customer Journey map. The Threshold Map maps out the normal or default states of a person before being triggered to cross the threshold line and into the next condition. As you approach this so called threshold line, your thinking, feeling and behavior will be tipped to moved into the new state. It's like a Tipping point of sorts.

Obviously there are parallel ideas and concepts that converge, including the mentioned Tipping Point phenomenon (Malcolm Gladwell) and the more recent Habit Triggers (Chales Duhigg) and all the other concepts out there. The point is not to declare who's idea is first and better, rather we want to find what the best fit practical approach or tool that can help us get better at serving our customers through more insightful understanding of them.

Check out FROG Design for really good insights here: https://www.frogdesign.com/designmind

They also have a free too The Collective Action Toolkit Quick Start Guide here: https://www.frogdesign.com/designmind/the-collective-action-toolkit-quick-start-guide