CUSTOMER JOURNEY MAP

Health Condition:

Challenges and Pain Points:

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

Motivations and Goals:

• 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

Behavior and Lifestyle:

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

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

Demographics:

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

Emily Jones

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

Complicated review submission.

Haleon app

Share the experience.

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.

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

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

Haleon app

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

Difficulty in distinguishing between similar products.

Haleon app

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.

Complex and uncategorized self-diagnosis guidance problems.

Haleon app → Professional Portal

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.

No onboarding

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.

Difficulty to find the APP.

Probably won't notice the Ad

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

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.

follow-up

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

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

Opportuniti es

Purchase vitamins online as easily and quickly as possible

To make a purchase decision.

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

Getting started with the app as soon as possible.

Install the APP

Raise awareness of healthcare

Find apropriate medicine for treatment

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.

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, 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 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.

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.

For Haleon App

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

purchase

consideration

usage

registration & first-use

installation

Research

awareness

action

goal

channel

feeling

pain point

Customer Journey Map

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

Awareness

User action

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.

Research

User Action

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.

Installation

User Action

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.

Registration and First Use

User Action

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.

Usage

User Action

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.

Consideration

User Action

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.

Purchase

User Action

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.

Follow-Up

User Action