eCommerce Activity 5: Customer journeys

Written by: Jonathan Briggs

October 29, 2009 [2066 views]

For this week’s activity I want you either to look again at one of the companies you have studied over the last few weeks or choose a new site of your own. Then think about the journeys that customers could take on 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 feedback your answers: http://www.surveygizmo.com/s/197947/ecommerce-activity-5

Deadline for this activity: Midnight, Wednesday 11th November (after E Week)

What do you think?

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