Prior to the development of ritual design tool and framework, this paper establishes a systematic review on the studies related to ritual across anthropology, consumer culture, marketing and design. Throughout the review, it is found that following symbolic anthropologists, the ethnographic approach was adapted by consumer culture researchers to study modern rituals and marketers to enhance consumption. In the domain of design, although there are already designers aware of the importance of ritualistic dimension of human interaction, there are little frameworks for conceptualizing and developing rituals. The need of conceptualized frameworks and developing tools is urged.

The development process starts to review the characteristics and elements of ritual and finds that it is adequate to adapt the current service/experience journey map to record ritual experiences and generate ritual ideas. But different from most available journey maps, it is important to consider what symbolic meanings are allocated in terms of ritualization. Using analogy and adding paradigmatic attributes are suggested to compose a symbolic system in this paper. Accordingly, information rows including: (i) Symbolic system; (ii) Stages; (iii) Dramatic arc and emotional rides; (iv) Ritual artefacts; (v) Touchpoints; (vi) Channels; (vii) Performing actions; (viii) Performing roles; (ix) Performing sound and (x) Emotional rides can be added to the side of the map against to the stage row on the top.

This conceptual tool is pilot tested in Feng Chia University between 2017 and 2018 and found that the sufficiency is satisfactory. Suggestions of applying this framework are further made in the end of this paper.

Prior to the development of ritual design tool and framework, this paper establishes a systematic review on the studies related to ritual across anthropology, consumer culture, marketing and design. Throughout the review, it is found that following symbolic anthropologists, the ethnographic approach was adapted by consumer culture researchers to study modern rituals and marketers to enhance consumption. In the domain of design, although there are already designers aware of the importance of ritualistic dimension of human interaction, there are little frameworks for conceptualizing and developing rituals. The need of conceptualized frameworks and developing tools is urged.

The development process starts to review the characteristics and elements of ritual and finds that it is adequate to adapt the current service/experience journey map to record ritual experiences and generate ritual ideas. But different from most available journey maps, it is important to consider what symbolic meanings are allocated in terms of ritualization. Using analogy and adding paradigmatic attributes are suggested to compose a symbolic system in this paper. Accordingly, information rows including: (i) Symbolic system; (ii) Stages; (iii) Dramatic arc and emotional rides; (iv) Ritual artefacts; (v) Touchpoints; (vi) Channels; (vii) Performing actions; (viii) Performing roles; (ix) Performing sound and (x) Emotional rides can be added to the side of the map against to the stage row on the top.

This conceptual tool is pilot tested in Feng Chia University between 2017 and 2018 and found that the sufficiency is satisfactory. Suggestions of applying this framework are further made in the end of this paper.