Customer journey map
Stage
01
Discover
02
Compare
03
Checkout
04
Delivery
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
Touchpoints
Instagram
Google Search
Product page
Reviews
Cart
Payment page
Tracking email
Packaging
Emotion
Happy
Delighted
Frustrated
Neutral
Discover: 1 (Happy)
Compare: 2 (Delighted)
Checkout: -1 (Frustrated)
Delivery: 0 (Neutral)
Pain points
Too many similar brands
Size guide is hard to find
Forced account creation
Shipping cost appears late
No delivery updates for 2 days
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