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입력

Product Service

A project management SaaS for marketing teams. Users sign up via free trial, set up their first project, invite teammates, and connect integrations. Key touchpoints: website, signup flow, in-app onboarding, email sequence, support chat.

Customer Persona

A marketing manager at a 30-person agency, juggling multiple client projects, moderately tech-savvy, wants to reduce status-update chaos, evaluates tools quickly and abandons anything confusing.

Journey Type

onboarding

Touchpoints

Website, signup flow, in-app onboarding tour, welcome email sequence, support chat, first-project template gallery.

출력 (발췌)

Onboarding journey:
Stage 1 Discover (website): Goal — confirm fit. Emotion: hopeful but skeptical. Friction: unclear which plan fits agencies. Stage 2 Activate (signup + first project): Goal — see value fast. Emotion: impatient. Friction: blank-state paralysis -> fix with a pre-built agency template. Stage 3 Invite team: Goal — collaborate. Friction: permission confusion. Stage 4 Habit (week 1 emails): Goal — return daily. Aha moment: first completed project. Drop-off risk highest at the blank first-project screen.

입력

Product Service

An online store selling premium pet food by subscription. Customers discover via ads, browse products, take a quiz to find the right food, subscribe, and receive recurring deliveries.

Customer Persona

A first-time dog owner in their early 30s, anxious about feeding their puppy correctly, willing to pay for quality and convenience, researches heavily before buying.

Journey Type

purchase

Touchpoints

Instagram ads, product pages, the food-finder quiz, reviews, checkout, subscription confirmation email.

출력 (발췌)

Purchase journey:
Stage 1 Awareness (Instagram ad): Emotion — curious but cautious. Need: reassurance this is right for a puppy. Stage 2 Consideration (quiz + reviews): The quiz is the conversion engine, it turns anxiety into a personalized recommendation. Friction: too many flavor choices. Stage 3 Decision (checkout): Concern — subscription lock-in; fix with 'cancel anytime' reassurance. Stage 4 Confirmation: Reduce buyer's remorse with a feeding-guide email. Key opportunity: lean into the quiz earlier in the ad funnel.

입력

Product Service

A mobile banking app. Customers may hit issues like failed transfers, locked accounts, or card disputes. Support touchpoints include in-app help center, chatbot, live chat, phone, and email.

Customer Persona

A working professional in their 40s, low tolerance for friction during money problems, wants fast resolution, will switch banks after one bad support experience.

Journey Type

support

Touchpoints

In-app help center, AI chatbot, live chat handoff, phone support, status email, resolution follow-up.

출력 (발췌)

Support journey (high-stakes, money problem):
Stage 1 Problem hits (failed transfer): Emotion — anxious, urgent. Need: immediate reassurance funds are safe. Stage 2 Self-serve (help center + chatbot): Friction — generic bot answers escalate frustration; fix with instant 'talk to a human' on money issues. Stage 3 Live resolution: Critical moment, response speed determines loyalty. Stage 4 Follow-up: A proactive resolution email rebuilds trust. Insight: for financial stress, minimize bot gatekeeping, route to humans fast.