Steps 👉 | Description | 1 | 2 | 3 | 4 | 5 |
|---|---|---|---|---|---|---|
User journey stage | The steps the consumer goes through as the script executes. | Goes to the site using the advertising link in Instagram. | Product filtering and sorting by new products. | Keeping the most suitable options. | Parsing of saved goods, choice of color, size. | Checkout, shopping cart. |
Touchpoint / Channel | What does the consumer interact with at this stage (website / application / call center / sms / google). It could be the product interface, or it could be something outside of the product. For example google. | Instagram Stories, Home Page 6pm, 6pm catalog page. | 6pm catalog page. | 6pm catalog page. | Saved products page, product page. | Cart and checkout page. |
Tasks | What does the consumer want from the product at this stage? (Remember, the consumer does not have an "add to cart" task) | Find out what kind of products this site offers. | Find a good model at the lowest price. | Choose several options to then finally choose. | Choose the most suitable model and choose its characteristics. | Make a purchase and pay for the order. |
Motives | What drives the consumer to do what he does? | Information about 50% discount on all items in this month. | Desire to save more money. | Interest in several products at once site. | Definition with a product model. | Complete your purchase. |
Barriers | What is blocking the consumer? What could cause him to interrupt the script? | Reluctance to follow the link. | Good filters on the site, but for some reason you can't choose the size without going to the product card. | You cannot save a good if you are not a registered user. | The immediately created collection is another extra step for the user so that he can finally see his favorite products. there are still many steps to be taken to add an item to the cart. | You cannot select delivery to Ukraine in the form. |
What is the user doing? | Consumer action at every stage | Searches Instagram for stores with her favorite Converse All Stars. Stumbles upon a 6pm ad. Follows the link, enters the name of the sneakers in the search and goes to the catalog page with all the options. | On the catalog page, he selects the color, price range, gender and sorts the product by new products. | Presses the like button on the model he liked, in the modal window he clicks "register", creates an account, enters data, likes all the models he liked. | He enters the saved section, clicks on his collection, selects the desired product, enters its page, chooses the size, color and adds to the cart. | Goes to the product checkout page, does not find Ukraine in the "country selection" field, leaves the site. |
What does the user think? | Consumer thoughts at every stage (you can write in quotes) | "Do you have to register to buy? Will it be possible to try it on before paying? Will it be possible to return the product if it does not fit?" | "There are many products, but you cannot look at the shoes on the models on the catalog page, there is no dimensional grid, you cannot immediately find out in what colors the model is available on the product cards." | "Why can't you save the product without registering? There is not even a" add to cart "button, although there it could save and later delete unnecessary options. Why there is no choice to register through Google, Facebook" | "Why can't I see my products right away? What is this collection, I didn't create it?" | "I spent so much time on the site, but there is no delivery to Ukraine! Why was there no mention on the main page where this site can deliver?" |
How does the user feel? | You can use words (joy / sadness / pleasure), emoji, scale from 1 to 10 | Curiosity | Confusion | Perplexity | Astonishment | Disappointment |
Metricks | What is the metric to measure the customer experience at this step? | Visit site | Search queries on the site | Adding an item to the cart | Making a purchase | |
KPI | Target metric | Goes to the site and stays on it | Adds a product to the cart | Payment for goods | ||
What we can do? | What can we change about the product to improve the experience at this stage? | Make the site load fast, within 2 seconds. Convenient, quick-access menu. The presence of client sections in a conspicuous place. | Add product photos on models that will appear when you hover over the product image, add a dimensional grid and available colors to product cards in the catalog. | Add the function of saving goods for unregistered users, or we can remove the modal window with an extra step and add registration methods via Google, Facebook. | Show the user his model immediately, we can leave the "create collection" button so that the user can do it himself. Allow users to immediately add a product to the cart. | Add the ability to write a country in the "select country" field, and not just select it from the list. If the user's country does not exist, explain why we are not yet delivering to that country and suggest that we notify him by mail as soon as we can deliver the goods to his country. |
