It looks like the user experience folks over at LEGO are doing some creative UX mapping. Thanks to Bruce Temkin from Experience Matters for sharing this.
The UX map above illustrates a scenario of an executive traveling on a plane and expands this to encompass his customer experience. Surrounding this persona, the wheel divides the experience into “before”, “during” and “after” segments; with each divided into specific “micro-experiences”. The wheel then layers emotions on each “micro-experience”, while also identifying “make or break” moments that could potentially result in a customer becoming an ex-customer.