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Jake

! Age 32, Single " ! Lead designer at Apix Fashion Design" ! NYC, NY" ! MA in Fashion Design, Parsons

Jake used to be a huge party animal, going out to clubs every friday night. But hes changed somewhat since his early 30. "

Now he enjoys having brunch with friends in west village, then take a walk in SoHo. "
! Minimalism is my thing. ! ! I like designs that are thoughtful. ! ! I want to hear the stories behind a product. !

He enjoys going to MUJIs SoHo store, to buy some stu#s, or just to browse."

Heng
! Age 19, in a relationship" ! Undergraduate student at SCAD" ! Savannah, GA" ! BA in Animation, SCAD

Heng started the undergraduate program in animation at SCAD two years back. "

Beside school, Heng also works as a waiter for a restaurant during the weekend, to make up for his living expenses. "
! I cant afford expensive stuffs. ! ! I only buy things that are necessary. ! ! Online shopping is so convenient. !

In his leisure time, he likes to take a walk by the beach, jots down his thoughts or sketches."

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Pre-engagement Pen ran out of ink Walk by Muji Soho Store Muji sign Approach stationary section Stationary products

In Engagement Try out Decide the different pens one to buy

Post engagement Wait in line for Pay by credit Use the pen cashier card

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To Fr on uc t hp Ac St oi to ag nt r e

Write on Metal material Smell the sample paper of this pen fragrance; Wait in line. Pens Pen

Swipe credit card

Use this pen to write

Store

Stationary Section

Fragrance Cashier Desk Pen section; Line;

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Factory & distribution

Credit card co.

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A sample for every product.

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Pleasant fragrance; But line too long. More cashier; Self checkout.

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Pen is easy to write.

Just in time, Good number Some pens in Find a desired need to buy a of products. package do pen. pen. not have samples

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Jakes customer journey of buying a pen at Muji Soho Store


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Pre engagement Classes Go to started and Muji us no notebooks homepage Browser url bar Go to online store Stationery > Notebooks page

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In Engagement Quick viewed Add 2 View cart several notebooks to page notebooks. cart Quick viewbutton Add to cart button View Cart button Set shipping and tax

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To Fr on uc t hp Ac St oi to ag nt r e

Online Store Stationary navigation popup menu button muji.us/store Notebook section page

Get A Quote button Shopping cart page

muji.us

Product category page server factory distributor

Quick view popup

Shopping cart widget

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server

server

server

server

server

server

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H Em ot S ot po io t n

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Simple. Easy to locate store page.

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Most of them are out of stock.

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No checkout button?

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Expensive shipping w/o free shipping Free shipping for purchase over certain amount

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Clear Too many category with products. visuals.

Group similar Improve products into deliverability one. Show sold out clearly

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Can checkout Add a directly w/o checkout putting in cart button

Hengs customer journey of purchase a notebook at Muji online 1


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In Engagement Choose checkout method Checkout method Radio button Checkout page, Checkout method sect server Fill Billing & Shipping Information Continue button in last section Checkout page, Billing sect. and Shipping sect server Choose Shipping Method Continue button in last section Checkout page, shipping method sect server Fill Payment Information Conrm Order Conrmation email

Post engagement Receive package Use the notebook

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To Fr on uc t hp Ac St oi to ag nt r e

Continue button in last section

Continue button in last section

conrmation email

package

Taking notes on the notebook Notebook

Checkout Checkout page, page, Order Payment sect review sect server credit card co. server

gmail.com!

FedEx staff

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server

FedEx

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H Em ot S ot po io t n

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Shipping information auto lled

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Already selected shipping method before Remember previous selction

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Ex Ex pl p. ai ne d

Received Notebook is within 4 days. easy to write.

Hengs customer journey of purchase a notebook at Muji online 2


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