Customer Journey Map Storytelling

Paul Brouwer | 500744233 | Oktober 2018Paul Brouwer | 500744233 | Oktober 2018 Service Design

Customer Journey Map Storytelling

TOUCH POINTS

FEELINGS

INSIGHTS

PHASES

STAGES

THOUGHTS· I need a new jeans · The jeans needs

to be sustainable· I want somethingexclusive

· There’re somereally nice brands

· These jeans look good on the ads· I can match thosejeans really good

· The guy was soenthusiastic about it

· Denham looksawesome

· Google showsalot of results

· Website looks a bit boring

· What a nice movie!

· It doesn’t match..

· Candiani is reallysustainable and unique

· About page doesn’treally inform me

· What a politeemployee

· Good advice

· Plenty enough space here to dress

· The story is awesomebut I don’t really feel it

· What a nice store!

· The employees arereally helpful

· Really fancyexclusive materials

· There is so manychoice

· It fits so comfortable

· These two pairare really good!

· The cashier is reallyhelpful

·Paying is really smooth

· I probably come backhere

Awareness Interests Visit consideration Decision

Advertisement

ReclameDenham website

Google

GoogleOn th

e street

Magazines

Word of mouth

About page

Brand movie

Candiani content

GoogleCandiani w

ebsite

Denham store

Jeans section

Candiani denim

Dressing room

Candiani jeans

Dressing room

Customer service

Candiani jeans

Cash desk

Customer service

Denham store

Denham employee

Customer service

· Denham defines themselves as a story-telling brand

· Denham has alotof resellers

· Website is a bit toobjective

· Information is presentedin a boring way

· The brand movie isn’t inline with the webpage

· Candiani content on theDenham website is scares

· Candiani website providesmuch better information

· Denham doesn’tput much effort in ads

· Mostly people talkabout it.

· Denham hassustainable jeans

· Word of mouth is really important

· Employees are goodinstructed

· The product rangeensures there’s aproduct for everybody

· Good advice fromemployees

· The story is told well · Denham putsthe must energy in finding the right jeans

· Paying goes reallysmooth

· Customer service is good arranged

· Store is wellmaintained

· Candiani denim has an extraordinaryfeeling

· Denham has a wide product range

Primaire persona 2:Starter

Gideon Leanback

Experience goals

Product goals

Needs anew pair of

jeans

Talks with the

employees

Goes to Denham website

Receives information

about Candiani

Wants also something exclusives

Receives advice

about the fit and colour

Reads the Candiani

storyPays

Searches for brands

Chooses a Candiani

jeans

Reads about page

Chooses the best pair of

jeans

DiscoversDenham

Tries another pair of Candiani

jeans

InvestigatesCandiani

onlineLeaves store

Makes a list of

sustainable brands

Fits the Candiani

jeans

Watches brand movie

Goes to cash desk

Looks for information

online

Talks about Candiani

story

Goes to the official

Denham Store

· Wearing quality jeans

· Storytelling jeans

· Conscious expenses

· Conscious consumption

· Quantily > quality