Customer Journey Map: eyeglasses

sreffo dna slaed ,sno-dda laiceps fo deifitoN

no sessalg eht fo epahs dna tif ezimotsuC

ecnarusni sremusnoc hcum woh tuo dniF
dna ofni gnisahcrup sedivorp remusnoC

fo riap wen a htiw emoh seog remusnoC

,snoitcnuf elytsefil ,sdeen sremusnoc
eht rof tseb era taht sessalg tceleS
sleef remotsuc eht woh no desab
remusnoc rof tenretni eht hcraeseR

tsrif ,erots retne dna noitacol dniF

ni srecneulfni tseggib eht tlusnoC
fo riap wen a esahcrup ot dediceD

ylivaeh era secneirepxe gniyuB

no si tahw sehcraeser remotsuC
?tnaw a ro deen a siht sI .sessalg

.noisiced esahcrup s'remusnoc

,secirp ,sweiver & ,stnemmoc

detaert gnieb era yeht

ecirp dna ,slairetam

snoitcaretni

.remusnoc
tekram eht

sredivorp

.sessalg
airetirc

srevoc
START Decide to Purchase RESEARCH INTERNET FRIENDS &
FAMILY
ARRIVE greeted by
salesman
DISCOVER browse GLASSES BROWSE DEALS DECIDE PAyment custom fit Leave store
8
1 2 3 4 5 9

ENTER OTHER
STORE
Decide to
purchase online
LEAVE STORE
Share their experience with family & friends
LEGEND with WOM on the web and social media.
10 End

TOUCHPOINT DECISION

-pain point Research

Deals
BROWSE
GLASSES
BROWSE
DEALS
Decide to purchase Shipping &
PAyment
Complete
purchase
Receive GLASSES Unbox Try on

4 5 6 7 9

1 2 3 4 5 6 7 8 9 10
-might have broken -what can I afford? -who can I talk to for -is there someone -what is the best deal I -this is way to hard -now, when will I get - does my -these are new! I -am I seeing and feeling
my glasses -how much will my help on where to who can help me can get? to navigate/use my glasses? insurance cover will have to get better now with these
-getting an insurance cover? start? choose frames that -Can I get a better -process is tedious -how do I get my enough? used to these. glasses?
additional pair -are the frames -can an expert help will look good on price elsewhere? -pages are loading insurance to -am I paying too -I have been -I am going to take
-first time buying online legit? me find what I me? too slow reimburse me? much for these? waiting a while, selfies to share on social
glasses -where can I find need? -what material and -I don't want to fill -do I have my where are my media
-skeptical of doctors trendy frames? -I'm not going to be shape is best for my out all these forms prescription? glasses? -I loved getting these
diagnosis and/or -I want quality for able to do this alone lifestyle? -I don't like how glasses, I want to
price cheap -I cant decide on a these look/feel encourage everyone to
-where do the pair that I can't try get a pair
people I know go? on -my life has improved

asperational overwhelmed frustrated anxious confused nervous hopeful anxious excited empowered
-website is down -glasses are not
-looking for a quick -overload of -store hours don't -salesperson did --competitor's -out of stock -shipping delays -insurance fitted -glasses broken/lost
fix information match schedule little to understand deals/add-ons /backorder -don't receive coverage prescription is
-how soon can I get -no employee needs & wants -specific glasses not -shipping charge confirmation email -required incorrect
glasses? knowledge applicable to deal -no frames try on prescription no longer satisfied
with choice