Objective
Develop a detailed visual representation of the sequential touchpoints that your Customer Persona (from the previous assignment) experiences during their decision-making process prior to purchase. This exercise is designed to help you analyze how each interaction influences customer perceptions and ultimately drives purchase decisions. The use of AI tools is allowed to support your research, analysis, and design process.
Assignment Details
- Deliverable: Create a two-slide presentation using the provided template. Refer to the examples from past semesters for additional guidance, but keep in mind that the template changed.
- Total Points: 15 (divided into two sections)
- Note: AI tools are permitted to assist in data gathering and slide development.
Section 1: Journey Map (10 points)
- Task: Using the attached template, design a journey map diagram that outlines 15 sequential touchpoints your Customer Persona goes through.
- Structure:
- Stages: Organize the 15 steps within the three primary stages of the customer journey: Awareness, Consideration, and Purchase.
- Descriptions: For each touchpoint, include a brief description that explains its specific role in shaping customer perceptions.
- Moments of Truth (MOTs): Identify and highlight 3 key Moments of Truth. These are critical interactions where customers form either positive or negative impressions of your brand or product.
Section 2: Competitive Best Practices (5 points)
- Task: For each of the 3 Moments of Truth identified in Section 1, find and capture a screenshot that illustrates a best practice from a direct competitor.
- Requirements:
- Explanation: Provide a brief description for each screenshot, explaining why you consider the competitor’s approach a best practice.
