CUSTOMER JOURNEY MAP

Customer Journey Map

pain point

feeling

channel

goal

action

awareness

Research

installation

registration & first-use

usage

consideration

purchase

Emily struggled with health issues, unsure of medication options and hospital treatment procedures. She discovered an ad providing knowledge about her condition.

For Haleon App

She opened the app store and encountered some difficulty in finding the app due to numerous similar names. After persistent searching, she successfully downloaded it.

Emily opens an app, which starts with an introduction section. After registering, she provides her email and username. She starts using the app, but is unsure of how to interact. Despite this, she quickly learns the interface's operation.

Emily, without a medical history, uses Healthcare Guidance to find products that fit her symptoms. She fills in her height, weight, and age, and receives an automatically generated health report with recommended products. She adds items to her wish list for future purchases. During the consultation, Emily answers numerous questions about oral health, vitamins, pain relief, and digestive health. She is concerned about her diagnosis being biased and wants more accurate advice from an online expert. Emily chooses Live Chat, and based on her answers, the online dental expert recommends Haleon's related products. She adds the products to her shopping basket.

Emily checks the details of several vitamins on the app to make a comparison based on key factors like price, ingredients, and user reviews. She shortlisted a few options and added them to her cart. She finally decides to buy a family deal of various kinds of vitamins.

Emily proceeds towards the checkout page and picks a payment option (credit card) and shipping information into the form. She confirms the purchase and receives an order confirmation.

Find apropriate medicine for treatment

Raise awareness of healthcare

Install the APP

Getting started with the app as soon as possible.

Emily wants to find proper oral products to treat the sensitive teeth through the professional guidance.

To make a purchase decision.

Purchase vitamins online as easily and quickly as possible

Opportuniti es

The ad doesn't clearly and specifically explain the solution toward my health issue.

The company plans to release a series of ads promoting professional healthcare knowledge and Haleon products to address specific physical health issues.

follow-up

Emily realized her lack of knowledge about health. She wanted to get some knowledge on the Internet. While browsing a website, he noticed that Haleon was Posting the latest health information on their app every day.

Making an ad memorable.A/B test the ad for optimal results.

Probably won't notice the Ad

Difficulty to find the APP.

Consider the APP title more special to be distinguished from others. Make sure that no similar names existed to ensure users can find the official APP.

No onboarding

To make wait times less painful, add loading animation into the application. Use function-oriented and progressive onboarding strategies to persuade users to stick around.

Haleon app → Professional Portal

Complex and uncategorized self-diagnosis guidance problems.

Further upgrade the functionalities of APP. Classify the questions in Healthcare Guidance, including oral problems, vitamins, etc. Therefore, users can select questions only for their own symptoms to simplify the self-diagnosis process.

Haleon app

Difficulty in distinguishing between similar products.

Provide comparison tools or product differentiators. Highlight sales to increase user incentive of purchasing.

Haleon app

Apple Pay is not available among other payment methods. There is no gift-wrapping option

Add Apple Pay to the payment methods. Add various gift-wrapping option

After several days, Emily received a customer survey to ask for feedback about the whole purchasing experience. She gives positive reviews of the products on the app and decides to repeat purchasing these products.

Share the experience.

Haleon app

Complicated review submission.

Simplify the review process and offer loyalty rewards.Offer a discount for repeat purchasing.

Emily Jones

• Age: 22 Occupation: Full-time student
• Interests: Reading, hiking and eating sweets
• Demographics: Resides in an urban area, comes from a middle-class family

Demographics:

• Suffers from sensitive teeth, often experiences discomfort when consuming sweets and beverages

• Regularly consumes cold beverages, as well as acidic foods, despite her tooth sensitivity
• Tends to research products and read reviews before making a purchase

Behavior and Lifestyle:

• Desires to find toothpaste or oral care products specifically designed for sensitive teeth to alleviate discomfort and improve her overall oral health
• Seeks affordable and easily accessible products that fit her student budget and busy schedule

Motivations and Goals:

• Struggles with finding the right oral care products that effectively address her tooth sensitivity without causing further discomfort or irritation

Challenges and Pain Points:

Health Condition:

Browser

Advertisement

Website

App Store

Phone

Upset

Boredom

Annoyed

Interested

Trust

Satisfied

Joy

Engaged

User action

Awareness

Emily struggled with health issues, unsure of medication options and hospital treatment procedures. She discovered an ad providing knowledge about her condition.

User Action

Research

Emily realized her lack of knowledge about health. She wanted to get some knowledge on the Internet. While browsing a website, he noticed that Haleon was Posting the latest health information on their app every day.

User Action

Installation

She opened the app store and encountered some difficulty in finding the app due to numerous similar names. After persistent searching, she successfully downloaded it.

User Action

Registration and First Use

Emily opens an app, which starts with an introduction section. After registering, she provides her email and username. She starts using the app, but is unsure of how to interact. Despite this, she quickly learns the interface's operation.

User Action

Usage

Emily, without a medical history, uses Healthcare Guidance to find products that fit her symptoms. She fills in her height, weight, and age, and receives an automatically generated health report with recommended products. She adds items to her wish list for future purchases. During the consultation, Emily answers numerous questions about oral health, vitamins, pain relief, and digestive health. She is concerned about her diagnosis being biased and wants more accurate advice from an online expert. Emily chooses Live Chat, and based on her answers, the online dental expert recommends Haleon's related products. She adds the products to her shopping basket.

User Action

Consideration

Emily checks the details of several vitamins on the app to make a comparison based on key factors like price, ingredients, and user reviews. She shortlisted a few options and added them to her cart. She finally decides to buy a family deal of various kinds of vitamins.

User Action

Purchase

Emily proceeds towards the checkout page and picks a payment option (credit card) and shipping information into the form. She confirms the purchase and receives an order confirmation.

User Action

Follow-Up

After several days, Emily received a customer survey to ask for feedback about the whole purchasing experience. She gives positive reviews of the products on the app and decides to repeat purchasing these products.