Customer Journey Map
On the example of choosing a cable/digital television provider
STAGES Awareness
STEPS Wants to find a TV provider
THINKING - Who’s on the market?
DOING Wants to start researching
🙂 🤔
FEELING
PAIN POINTS - Is not aware of all products
- Doesn’t know what to choose
- Doubts the value of the
product
OPPORTUNITIES - Empower word of mouth
- Extend marketing channels
Consideration
Needs to choose a provider
- Who is the best provider?
- What are the prices?
- What people prefer?
- What are the offerings?
- What are the features?
- Goes to the website
- Searches the web for
feedback
- Compares prices
- Compares features
- Doesn’t know where to start
- Doesn’t want to spend a lot
of time on research
- Create positive image of the
product
- Contextual promo
- Decrease frictions for trial
opportunities
ux hints.com
Acquisition Service Loyalty
Subscribes to a plan Uses the service Extends service subscription
- Is there a discount? - How good is the quality? - Is there going to be more
- Is there a trial? - How good is support? content?
- How to pay? - How to connect a new - Is there going to be new
- How to cancel the device? features?
membership? - Will the price change?
- Makes decision - Uses the service - Extends subscription
- Pays for subscription - Builds playlists, favourites, - Recommends the service
- Starts trial bookmarks - Joins the community (forum,
- Installs the equipment/ - Connects new devices slack channels, etc)
software
😐 😌 😃
- Can’t pay by BitCoin - Hard to build playlists - No discounts
- The payment process is - Hard to find content - Not enough other incentives
unclear - Not enough content
- Buffering issues
- Improve payment UX - Improve playlists UX - Create loyalty programs
- Support more payments - Provide better streaming - Turn users into advocates
systems quality - Offer partner programms
- Increase content - Improve discounts model
discoverability