In this master thesis project, a customer journey map which demonstrates the current and ideal future data tracking sport headset using experience of the potential target Chinese user group was designed. A series of opportunities and recommendations for different stages of the using phases regarding to certain focused design directions were demonstrated for the future experience through user and context research. The project was proposed by JABRA, which is a leading innovative manufacturer for heart rate tracking sport headsets. The aim of the project is to help JABRA understand the experience of their potential Chinese target user group over the using journey and to propose promising future development and design possibilities for the company. In order to get the general idea of the data tracking sport headset using in China, a desk research was conducted from different aspects including the western and Chinese data tracking sport headset market, the general exercise and sport headset using context in China, and Jabra’s target western user group. It was mainly found that there was quite low experience with high-end sport headsets with heart rate tracking function among Chinese exercisers. According to the research into the Jabra’s western target users, several research focuses were formulated for the Chinese user research, which are the Chinese users’ motivation and goals for their exercise, the value of data tracking function for Chinese exercisers, Chinese users’ exercise and data tracking routines and their positive and negative sport headset using experience. A user research, where the methods of context mapping were applied, uncovered insights from different types of users, as well as the current context of sport headset using in China. 5 different personas were created based on different types of exercise and headset using characteristics. The insights revealed that users with stronger motivation, intensity and frequency of exercise would have more motivation to use the heart rate tracking sport headset. Therefore, 3 types of users from the personas who sport for “energizing life”, “better performance” and “challenging and social” were selected as the potential Chinese target users. The potential Chinese target users were compared with the western target users. It was found that there was less divergence among the Chinese users than the western users, and similarities were found between the three selected types of Chinese users with the one type among the western users, the “Balance seeker”. Furthermore, the current positive and negative experience of the potential Chinese users was mapped out on the customer journey. The needs of the user were discovered and from which aspects, “motivate and encourage”, “professional guide”, “social interactions”, “knowledge”, “personalized” and “smart”, were selected to focus in the further study. Further study was conducted with the potential target users in order to explore their ideal future experience and to discover promising opportunities. A context mapping study was designed to combine with a co-creation session, which aimed at inviting the target users to dream about the future using scenarios and to generate promising ideas. The main findings revealed by the study are: - Users got motivated and encouraged largely by increasing social interactions through their online network. - Personalized experience are mainly regarding to exercise advices and music. - Users expect professional guide in a personalized way. - ‘Smarter’ experience means smooth in connection, control and seamless data transferring. - Knowledge regarding to exercise data tracking, effective exercise methods, correct running posture and injury prevalence are mostly wanted in different stages of exercise. Based on these conclusions, opportunities were mapped regarding to 4 aspects, which are “How to encourage and motivate Chinese users in their exercise”, “How to provide Chinese users a more personalized experience in their exercise”, “How to improve the experience by providing supportive knowledge in Chinese users’ experience” and “How to provide Chinese user a smoother experience in their exercise”. Afterwards, future ideas that inspired from the input of the co-creation session were generated from the opportunities. A future using scenario integrates the ideas were created. After the initial evaluation and iteration, a customer journey map integrated the different parts including the introduction of the potential target user group, the as-is user experience, future opportunities, future ideas and using scenarios was created. The map was evaluated with people from Jabra including designers, product managers, and insight analysts. An evaluation session was conducted including a presentation, a creative session and a discussion regarding to a list of requirements of the map. The creative session was aimed to evaluate whether the customer journey map was inspiring and rich enough for designers to generate new design directions and ideas. Positive feedback was given regarding to the requirements in general. Suggestions were given that part of the map could be presented in alternative or multiple forms in order to meet various needs for different users. Besides, there is the need of some additional elaboration to highlight the some conclusions that is helpful for reader to use the map in communication and creative activities. Based on the evaluation feedback, adjustments and further recommendations were given at the end of this report, together with the conclusion.