Using the template or a sketchpad, construct the customer journey for your client brand. You can use flowchart shapes or hand-drawn arrows and notations. Content is most important here. You find your content based on your brand discovery and talking to customers. They are most likely to point out touchpoints and pain points while actually involved in the purchase decision. So, you may need to improvise or walk them through the path to purchase to be able to devise a true customer journey map.
Use any facts, statistics and insights you discovered in Assignment 1 to help you. With deep knowledge of your buyer, you’ll be able to help lead them on that path. Determine the path to purchase for the brand in Brief 1. Pay particular attention to shopper behavior (the consumer), shopping behavior (the channels where purchases are made–online, mobile, in-store, 3rd party retailer) and media consumption that pushes the consumer along the path at all or just certain points.
Sample Solution
