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eCommerce Activity 5: Customer journeys

Written by: Jonathan Briggs

October 29, 2008 [7826 views]

For this week’s activity I want you to look again at one of the companies you have studied over the last few weeks (preferably one of the bad ones) and think about the journeys that customers could take in an improved redesigned site.

Start by developing 2-3 personae for your site. They should be as different as possible and represent the main types of visitor you would expect the site to attract.

Then think of the different journeys that each of your personae might take. Draw out some journeys listing the entry points and each of the pages that you would expect the customer to take.

Compare the journeys that you want the customer to take with the journeys that are currently supported by the site. This will give you a clear idea of some of the changes that you might make to the site.

What you have to do

  1. Describe 3 personae with 6 characteristics of each persona
  2. Describe the 3 customer journeys
  3. Discuss how well the current site supports these journeys
  4. Describe briefly the changes you would make after this exercise
  5. Fill in the feedback survey

Here are the questions you will have to answer:

  1. Give the URL of the company you are using for your case study?
  2. Provide a name for persona 1
  3. List the characteristics of persona 1
  4. Provide a name for persona 2
  5. List the characteristics of persona 2
  6. Provide a name for persona 3
  7. List the characteristics of persona 3
  8. Outline a customer journey for persona 1
  9. Outline a customer journey for persona 2
  10. Outline a customer journey for persona 3
  11. Describe how well the current site supports these journeys?
  12. Describe the key changes you would make to the site to improve the customer journeys?
  13. Describe any questions you have following this activity

Here is the link to the survey to feedback your answers

Deadline for this activity: Midnight, Tuesday 11th November (after Employability Week)

Recent comments:

On November 3, 2008 at 2:47 PM, adam wrote:

I am trying to submit some answers and i am getting a zoomerang error message

Jonathan replies: My fault - it should now work

On November 5, 2008 at 9:38 AM, Shane Grimes wrote:

I cannot seem to open the link to the survey, in either Internet Explorer or Firefox, I've not had this problem with any of the previous activities.

Jonathan replies: Thanks to all who spotted the problem

On November 6, 2008 at 2:01 PM, RD wrote:

Hi,

I am unable to open the link to feedback my answers to the questions for this activity.

When I click the link I am presented with a download option, which firstly is not like any other of the activities and secondly doesnt open.

What should I do, email you my answers?

Thanks

Jonathan replies: It should now work - apologies for the link error!

On November 6, 2008 at 11:51 PM, Andrew Brown wrote:

Great advise, we need to see more businesses talking about people instead of their products.

http://monsterboxpro.com

On November 8, 2008 at 5:43 PM, Daniel Allum wrote:

Hi, Im not sure what I'm supposed to put down for a persona characteristic. Also, how do I describe the customer journey?

Thanks

Jonathan replies: We'll go through it in the feedback session.

What do you think?






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