A comprehensive visualization of the user's experience, tracking actions, emotions, and opportunities.
Alex, the First-Time Buyer
Needs guidance and reassurance.
Alex is looking to purchase a high-value item for their home office but is overwhelmed by technical specs.
| Phase | 1. Discovery | 2. Consideration | 3. Purchase | 4. Onboarding | 5. Retention |
|---|---|---|---|---|---|
| The User | |||||
| User GoalWhat are they trying to achieve? | [Find solution] | [Compare options] | [Complete transaction] | [Learn to use] | [Get value] |
| ActionsWhat steps do they take? | [Search Google] | [Read reviews] | [Enter payment] | [Setup account] | [Daily use] |
| ExperienceEmotional Highs & Lows |
|
|
|
|
|
| Pain PointsFriction & Barriers | [Confusing jargon] | [Hard to compare] | [Form errors] | [Long setup] | [Bugs] |
| Product & Service | |||||
| TouchpointsChannels & Devices | Search AdsSocial | WebsiteBlog | Checkout Flow | EmailApp | Push Notif |
| Business & Operations | |||||
| KPIsMetrics to track | [CTR, Traffic] | [Time on page] | [Conv. Rate] | [Activation %] | [Churn Rate] |
| OwnershipResponsible Team | Marketing | Product | Sales/Eng | Product | Support |
| OpportunitiesHow might we improve? | [Better SEO] | [Comparison Tool] | [Guest Checkout] | [Video Guide] | [Loyalty Program] |