Build trust, support better choices, and keep the story moving
Explore how customers discover, understand, choose, use, and contribute to the life of a more sustainable product.
This template connects product storytelling with the customer experience. Guided questions, green zones for sticky notes, an emotion curve, and an experience-mapping canvas help you explore what customers need at each stage—and design the information, support, and touchpoints that make a difference.
Who is it for?
Product teams, service designers, marketers, sustainability practitioners, entrepreneurs, and facilitators developing or improving a more sustainable product experience. Use it across teams to connect what you promise with what customers experience, from their first introduction to repair, return, renewal, or sharing.
How to use it
Choose a product and a customer group. Decide whether you’re exploring the current experience or designing a future one, then answer the customer’s question across five stages:
Spark curiosity: Explore what earns attention and connects the product to an everyday need, aspiration, or ritual.
Build understanding and trust: Explain the product’s sustainability benefits in plain language, supported by evidence and transparent about trade-offs and limitations.
Make choosing easy: Map how customers buy, borrow, rent, subscribe, refill, or get started—and remove barriers along the way.
Help customers use, care, and participate: Identify support for longer use, care, repair, and refill, alongside opportunities for feedback and involvement.
Keep the story and product in motion: Design clear routes for return, repair, trade-in, resale, donation, or recycling, and explore how the customer relationship continues.
Add your ideas to the green sticky-note zones. Use customer research and feedback where available, and mark assumptions that need testing.
Next, move the dots on the emotion curve to show where customers feel delighted, uncertain, or frustrated. Add a note explaining each point, then bring your strongest insights into the experience-mapping canvas so the whole journey reads at a glance.
What will you leave with?
A clear picture of the product experience, a story grounded in evidence, and a view of the moments that build trust or create friction. Use the completed map to align your team, identify improvements, and plan what to test with customers next.
