I created a journey map for the persona called “Nocturnal Undergraduate.” The key to understanding this persona is that they are most productive at night, especially when they eat late. They rely on DoorDash, dining dollars, TAP, and Late Nite to supplement their energy past dining hall closing times. For the journey map, I assigned a color to each Do/Say/Think/Feel behavior, as shown in the map header. I also tracked the persona’s energy (purple line) throughout the day, which is heavily influenced by when they eat.
