| Actions | - Sees an Instagram ad
- Searches for the product
| - Reads reviews
- Checks sizes and prices
| - Adds to cart
- Enters shipping and payment
| - Tracks the parcel
- Unboxes the order
| - Asks about a return
- Leaves a review
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| Touchpoints | | | | | |
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| Emotion |
- Discover: 1 (Happy)
- Compare: 2 (Delighted)
- Checkout: -1 (Frustrated)
- Delivery: 0 (Neutral)
- Support: 2 (Delighted)
|
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| Pain points | | - Size guide is hard to find
| - Forced account creation
- Shipping cost appears late
| - No delivery updates for 2 days
| |
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| Opportunities | - Clear one-line value proposition
| - Photo reviews and a size finder
| - Guest checkout and upfront shipping cost
| - Proactive status messages
| - One-click returns and a thank-you offer
|
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