Research and analysis

Customer journey map (text version)

Published 11 March 2026

© Crown copyright 2026

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This publication is available at https://www.gov.uk/government/publications/home-energy-information-advice-and-guidance/customer-journey-map-text-version

This is a text-based version of Home energy information, advice, and guidance: Annex 3: Customer journey map.

Views expressed in this report are from the relevant research agencies, based on data collected from research participants and other evidence, and not necessarily those of the UK government.

Step 1: Trigger

Actions

  • Buying / selling a home
  • Renovation
  • Replacing heating system

Emotions

  • Excited, particularly for those with environmental values

Actions

  • Lots of information, not from sites I know and trust
  • Online search

Emotions

  • Overwhelmed, particularly for those who are digitally excluded

Pain points

  • Too much information

Step 3: Visit trusted sites

Actions

  • Not enough information
  • Focus on costs

Emotions

  • Confused

Pain points

  • Not enough relevant information

Step 4: Weigh up benefits and costs

Actions

  • Not enough information
  • Doesn’t obtain personalised costs

Emotions

  • Confused

Pain points

  • Not enough to benefit me
  • Too much effort involved in research
  • Mostly information about cost which is very high

Step 5: Search for tradespeople

Actions

  • Expect current tradespeople can’t support this
  • Search online for recommended / registered tradespeople

Emotions

  • Confused

Step 6: Search for financing

Actions

  • Assume no financial support
  • Deterred by complexity

Emotions

  • Confused

Step 7: Search for similar examples

Actions

  • How have others gone about this?
  • Struggle to find examples that relate to me
  • Deterred by lack of relevant examples
  • Deterred by others’ negative experiences

Emotions

  • Unconvinced

Pain points

  • No examples specific to my needs
  • Too risky, disruptive and uncertain 
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