TWO DIFFERENT COPIES
PLEASE ANSWER IN THE SAME DOCUMENT
THIS ASSIGNMENT IS CHALLENGING. PLEASE READ ALL THE INSTRUCTIONS CAREFULLY AND WATCH THE SECTION OF THE VIDEO SUGGESTED BELOW TO INSURE YOU UNDERSTAND HOW TO ACCURATELY DESCRIBE YOUR CUSTOMER PERSONA'S CURRENT EXPERIENCE WITH ONLY ONE CURRENT ALTERNATIVE. YOU WILL LOSE POINTS IF YOU DESCRIBE YOUR OWN IDEA FOR SOLVING THIS PROBLEM (YOU'LL GET A CHANCE TO DO THIS LATER).
The purpose of this assignment is to pull together what you have learned about a problem and the people who experience the problem, and demonstrate your empathy for the PROCESSES AND PAIN they experience with CURRENT alternative solutions (IT IS NOT TO DESCRIBE EXPERIENCES WITH YOUR SOLUTION – IF YOUR DESCRIPTION FOCUSES ON YOUR SOLUTION YOU WILL NOT EARN FULL CREDIT FOR THIS ASSIGNMENT). Great processes may elicit delight. Terrible processes likely elicit frustration. Opportunity lives at the intersection of problems, people, and pain! Understanding your customers' CURRENT journey with CURRENT alternatives may reveal windows of opportunity where you can make things better.
You must complete both pages of the customer journey template provided below. Begin with the customer persona you described in the previous Startup Step (or a new one if you want to change your idea), and use research and observation/experience to describe what they experience with ONE PARTICULAR SOLUTION (the one you think they'd be most likely to use) when faced with ONE PARTICULAR USE SCENARIO (i.e., jobs-to-be-done in some setting). You must do this for five phases of their journey:
On the second page you must characterize:
This is a relatively complex assignment because it is multi-faceted. Let me offer a few important tips:
Customer Journey Canvas – Current Situation
|Customer persona: Describe your primary user (it’s ok if they are not your buyer) – typical age, gender, income, goals (desired benefits). DELETE THIS TEXT and type a brief description here.||Use Scenario: Describe your customer’s specific problem (JTBD), specific situation when that JTBD becomes important, and ONE CURRENT ALTERNATIVE they use to address their Job To Be Done. DELETE THIS TEXT and type a brief description here.|
|Touchpoints ||Awareness||Assessment||Purchase||Use Experience||Post Use|
|What are they seeing/sensing?|
|What are they doing?|
|What are they thinking?|
|What are they feeling?|
|Emotional Curve||Awareness||Assessment||Purchase||Use Experience||Post Use|
|Barriers to delight experiences?|
|Opportunities for delightful experiences?|
Represent the reaction your CUSTOMER PERSONA has with their CURRENT ALTERNATIVE (one you selected) at each point in the journey you described. The line in the middle represents a neutral reaction. You can copy/paste and resize the faces to the left and place them on the graph if drawing a curve proves difficult. Below, please describe any barriers/hassles that may limit the quality of your customer’s experiences, and opportunities for doing something BETTER with a new solution. DELETE THIS TEXT AND CURVE.
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