PLEASE DO EVERYTHING IN THE SAME DOCUMENT AND TWO COPIES
The purpose of this assignment is to see if you can go beyond designing a creative solution to designing a delightful experience.
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As you should know by now, the value a company creates for its customers is based on providing a brand journey where customers become aware of an offering, assess/evaluate it (in relation to alternatives), purchase it, use it, and maintain/repair/dispose/repurchase it. You were recently asked to conduct and present research on an existing solution and describe the experiences customers had with that (competing) offering. The goal of that assignment was to identify and gain empathy for points in the journey that create frustration for your target customer persona. Your empathy can improve your understanding of how to provide new gain-creators and pain-relievers that improve peoples' current experiences/journeys.
This assignment is your chance to go beyond describing the solution you've designed to describing the experience you will create for your customer. You should engage your imagination and creativity at every stage to explain what you'll try to get people to see, do, think, and feel throughout their journey with you. Your goal is to be delightful – to create an experience that they'll want to enjoy again and share with others.
As before, you must complete both pages of the customer journey template provided below. Unlike your previous effort that asked you to use evidence to characterize a brand journey, your responses to this assignment will be based on your creative design thinking efforts. Begin by setting the stage with descriptions of your customer persona and the situation they are facing (i.e., jobs-to-be-done in some setting, probably similar to what you described previously). Then describe the five phases of their journey with your offering – when they first become AWARE of your offering, how they ASSESS the relative quality/helpfulness of your offering (is it easy/hard to evaluate and choose?), how they PURCHASE, what the USE EXPERIENCE is like, and what the POST USE experience is like. On the second page you must characterize how the experiences you create make your customer persona feel, and the problem-solution fit you've achieved by creating gains and killing pains experienced by your intended customers before they had you in their lives.
As a means of offering even MORE support to your journey with this assignment, here are some supplemental video instructions (Links to an external site.) you can watch to help you understand how to complete this successfully (about 11 minutes, but you can skip around as you please!).
Recall this advice from the previous assignment:
- This is easier if you think of each column like you are filming scenes in a movie – what happens when your customer first becomes aware of this solution? What happens next, when they use it? etc… If you can use your empathy to "see" the action, facial expressions, emotions, etc., you should be able to fill this out effectively.
- It's OK to leave a cell or two blank if you don't think filling them out makes sense, but you should be able to fill out all or almost all of these if you close your eyes and create "mini-movies" of your customer interacting with your proposed solution.
- Open the revised template linked below (two pages) and follow the instructions for enriching your description of what your customer persona experiences when engaged with YOUR SOLUTION – Customer Journey Template – Your Experience Design.pptx Download Customer Journey Template – Your Experience Design.pptx
- Rename and save your file using the naming convention firstnamelastname–experiencedesign.pptx.
Customer Journey Canvas
|Customer persona: Describe your user – typical age, gender, income, goals (desired benefits). DELETE THIS TEXT and type a brief description here.||Use Scenario: Describe your customer’s problem and how you intend to address it with your solution. 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|
|Novel design that creates gain or reduces pain?|
|Unfulfilled gain or experienced pain addressed by experience?|
Represent the reaction you expect your customer to have at each point in their journey. The line in the middle represents a neutral reaction. DELETE THIS TEXT AND SAMPLE CURVE so you can add your own.
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