When creating Sadie's user journey my aim was to make sure the finishing point would leave her wanting to go back and do it again. This feeling of happiness was created by helping Sadie reach her goal of purchasing something that she knew was ethical and unique. Along the journey it was crucial to follow the small number of negative feelings with positive ones by letting her know this was going to help her reach her goal.

 

Being able to find a unique pair of jeans that are sustainable in a short amount of time left her feeling relieved, happy, trusting, supported and have helped avoid feelings of frustration (didn't reach her goal) and guilt (ended up buying something unethical).

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Sadie also feels joy when she receives her positive impact, this makes her feel good and want to do it again.