Product

 

I have chosen to build the customer journey of people visiting my yoga site: www.yogawithalicia.com 

 

Personas

 

I’d based the journey in 2 personas which are the most common customers signing up for my classes. 

Therese: She is a 57 years old woman, working as a pharmacist. She is married with 1 daughter at university. She started practising yoga since she had some issues in her lower back & knees. The doctor recommended her to gain muscles, joint strength and flexibility. This would be the best way to alleviate her symptoms. She practices Yoga 1-2 a week by attending presential classes. 

Laura: She is a 27 years old woman. She is a young professional working in a financial company. She recently realised that even being young she was feeling weak and started having back pain, lack of flexibility. She decided to invest in her health and found yoga classes. She combines this with other HIIT training. She practices yoga 2-3 times a week, on-site & on-line. 

Touchpoints & phases 

See on the picture the phases & touch points I have chosen based on what the product offers. 

 

User paths 

See on the picture below, the different paths, both personas will follow (Therese & Laura). 

Analysis

 

For each phase, I’d try to understand the behaviour of my customers (both personas). Ideally, in this stage I’d run some interviews with them or surveys to collect the following information:

1. What the user needs & wants. 
2. The specific actions required to achieve the goal. 
3. Perception (easy, fast)
4. Negative interruptions
5. Who is responsible for that phase 

 

Phase 1: Research 

 

Did you find the information you wanted to know?

What actions did you take in order to get that information? 

How long did it take you? Was it easy? 

Were you satisfied with the results & length of the process? 

Is there anything which prevented you from achieving the goal? 

 

Phase 2: Evaluation

 

What you needed to know in order to make an evaluation? 

What actions did you take to make an evaluation of the teacher? 

How long did it take you? Was it easy? 

Were you satisfied with the evaluation you did? 

Is there anything which prevented you from achieving the goal? 

 

Phase 3: Purchase 

 

How did you manage to book a lesson? 

Was it easy to book you in? 

Were you satisfied with the way of booking? 

Was there anything which prevented you from achieving the goal? 

 

Phase 4: Support 

 

What kind of support do you expect after joining the yoga community? 

What actions did you take in order to get the support?

How did you find the support received? 

Was there anything which prevented you from being supported as you wished? 

 

Next Steps 

 

After collecting this data, I’d be in a position to analyse what areas need improvement and come up with ideas to improve the experience, considering the business goals to put my focus. 

Once the ideas are visible, I’d prioritise them based on complexity/impact, and create an optimisation roadmap that I’d present to my stakeholders.