Customer Journey Map

Now, if you thought social media personas were fun (I know fun is a stretch but just bare with me), we are going to now talk about cusomter journey maps.

Just how it sounds, a customer journey map helps visualize the process behind a customer’s purchase–their desires, preferences, and behaviors.

Customer journey map is defined as:

Customer Journey Map is a powerful technique for understanding what motivates your customers – what their needs are, their hesitations, and concerns.”

For this example, I am using the project made in class–as stated before, this was a group effort and I cannot take full responsibility. Also, we will be brining back everyone’s favorite Millenial, Maddie from this the Social Media – Personas Example 1 post.

Below is the map my group created–using Sephora as the company and Maddie, a 27 year old paralegal. Also, as mentioned this example is related to a school project so there are different types of customer journey maps and different stages that are noted. Typically, you map out the phases of what your customer goes through and for this example, I map out: Browse, Awareness, Price Range, Visit Store, Purchase, Loyalty, and At Event.


Customer browses the selection of cosmetics online. She becomes overwhelmed with the available of choices. However, after looking at reviews from her favorite social media influencer, she is able to narrow down her choices and becomes less overwhelmed. Happy with the choices AVAILABLE, she continues to look at reviews.

Explanation: At the first stage, Maddie has not identified which product(s) she will be purchasing yet, so she is still browsing and using Sephora’s online site to begin her search. Online stores have all of the company’s listed products but Maddie decides to look at the reviews and feedback from her favorite influencers. Influencer marketing has becoming increasingly popular of the especially with the younger generation so it is not a surprise that Maddie wants to refer with an influencer for a second opinion before picking a product she wants.


Customer decides to buy makeup for an upcoming event.

Explanation: Now, we identify the need for the product or awareness. Maddie is buying a product for an upcoming event, which has bring in a number of factors like whether she can order it online and get it delivered, going into the store, and the price of the specific product for this event.

Price Range

Customer considers the various prices for the products. She is pleased that there are plenty of products within her price range.

Explanation: At this point, Maddie is comparing and evaluating the prices for the cosmetic products. This can include Maddie looking at other sites to compare price, types of makeup or cosmetics, looking at reviews, and evaluating which shopping method is better for her.

Visit Store

Customer decides to visit the local Sephora store. Customer has a long wait time to park due to the mall being busy which causes frustration. She walks in and appreciates the selection of cosmetics. The customer speaks with a representative and try’s on samples.

Explanation: Maddie decides to go in-person to try and possibly purchase in-store rather online. Luckily, Sephora offers an omnichannel experience that allows their customers to receive the same type of experience whether in -person or online. Of course, Maddie does face the the cons of going in person but she is able to try on samples and talk to a representative. For certain industries, there are certain features that makes in-person preferable but now with AI and AR, it can help close that gap for customers.


Customer has a PLEASANT conversation with the sales rep while making the purchase.

Customer is asked to join loyalty program, ensuring that they earn points. She chooses to sign up for email notifications.

Explanation: Maddie decides to buy the product in person and because of her pleasant experience, she joins the loyalty program. Having a customer join a loyalty program is great–now the customer will receive emails, discount, deals, and the company will be able to receive more data/information about her.


Customer RECEIVES email with receipt with a survey asking for feedback on service. Satisfied with her service, the customer leaves positive feedback and mentions the Sales reps name.

Customer also RECEIVES an email confirming her loyalty points.

Explanation: Of course, a customer completing a purchase is ideal but for Maddie to not only pleased enough with her experience to purchase a product, she takes it a step further by leaving feedback. Customers who leave feedback can help stores likeSephora to continue to improve their customer journey in their physical stores.

At event

Customer is complimented on make-up and asked where they bought it. Customer gives a positive review of her experience with Sephora.

Explanation: Because of Maddie’s overall positive experience, she has become a mini-brand ambassador for Sephora, telling people about where she got her product and because people are more inclined-to trust a positive review from a person versus a company, her recommendation will go a long way.

Maddie was even quoted to say –

“I like how organized and chic Sephora is. I go in, know what I want, and leave.”

What are your thoughts on Customer Journey Map’s? Do they creatively map out a customer’s journey to help with the user experience? Or are there better ways to establish this?

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