Evaluating the Customer Purchase Experience through Journey Mappi

Storytelling techniques assist the UX design process by defining and communicating the needs of a user to an audience. Customer journey maps integrate the use of storytelling by creating a visualization of a customer's experience including their goals, emotions, and pain points they may face. For my project, I analyzed survey feedback from over 100 respondents about their satisfaction levels when purchasing an electronic device. Through survey analysis, affinity diagramming, and persona creation I developed a customer journey map of this purchase experience while highlighting future opportunities for the client.