CUSTOMER JOURNEY

Project:Team:Version & Date:

CUSTOMER JOURNEY

Quick Guide: The Customer Journey aims to understand in detail what users/customers experience when interacting with companies, products or services. This establishes a common understanding within the team in order to realize a unique experience.

Lewrick / Link / LeiferThe Design Thinking Toolbox978-1-119-62919-1

More tips & tricks for this template on book page: 103

Persona

Goals andexpectations

Scenario

What are the goals and expectations?

Choose the persona and describe it briefly.

Determine the scenario

Typical Journey

Define the individual steps.

Describe theCustomer Journey.

forwards

while

afterwards

Action

Define the individual

actions.

Thinking

Amend what the person says or thinks about it.

quotes

quotes

quotes

quotes

Emotions

Complete the emotion curve.

Opportunities

Define the improvement possibilities.

Get a PDF

processes

BASIC TEMPLATE

THE DESIGN THINKING TOOLBOX

Opportunities

During Ordering and Delivery

• Show total price upfront including all fees; be transparent about pricing breakdown
• Streamline checkout process; make promo codes easier to find and apply

1 - Persona

Who is your customer?

Sarah Chen - Busy marketing manager who works late hours, lives alone in the city, values convenience and quality. Tech-savvy but impatient with poor user experiences. Budget-conscious but willing to pay for reliability.

Emotions

Receiving and Post-Delivery

Emotion: 😊 Relieved, happy Emotion: 😊 → 😐 Enjoying food but questioning value

3.Goals and Expectations

This persona has the following goals in this situation:

• Find a healthy meal option quickly (under 5 minutes)
• Receive accurate delivery time estimate
• Get food within 30-40 minutes while still hot
• Easy payment and tracking process
• Meal should match the photos and description

Emotions

During Order and Delivery

Emotion: 😊 → 😐 Initially pleased, then annoyed by fees Emotion: 😊 Satisfied with discount, hopeful about timing

Typical Journey

Receiving and Post-Delivery

Action: Gets notification, meets driver at door, receives food Thinking: "It's here! Looks like the right order. The driver was friendly." Action: Opens containers, starts eating, checks if order is correct Thinking: "This is pretty good and still warm! Portion is smaller than expected though. Was it worth $23?"

Typical Journey

During Order and Delivery

Action: Chooses a poke bowl restaurant, customizes order, adds items to cart Thinking: "This looks good! The customization options are nice. Wait, why are there so many hidden fees?" Action: Reviews order, applies a promo code, confirms payment Thinking: "At least the promo code worked this time. Estimated 30 minutes seems reasonable."

Opportunities

Before Ordering

• Implement smart recommendations based on past orders, time of day, and dietary preferences
• Provide more transparent, verified reviews; show real-time kitchen capacity; highlight reliable restaurants

2. Scenario

What scenario is your persona in?

It's 8:30 PM on a Tuesday. Sarah just finished a lengthy client call and is exhausted. She hasn't grocery shopped this week and wants something satisfying but healthy for dinner without leaving her apartment.

Typical Journey: Forwards

Before Ordering Action: Opens food delivery app on phone, scrolls through restaurant options Thinking: "I hope this doesn't take forever to decide... I need something quick but filling" Action: Filters by "healthy," checks ratings and delivery times Thinking: "Why do half these places have 45+ minute wait times? The ratings seem fake on some of these..."

Emotions

Opening the App and Browsing

Opening App: 😐 Tired, slightly overwhelmed by choices While Browsing: 🙁 Frustrated, skeptical

Opportunities

Receiving and Post-Delivery

• Ensure consistent driver training; provide contactless delivery options
• Set accurate expectations for portions; show clearer photos; consider loyalty rewards