Our company sells a complex line of products for walking multiple dogs. The main problem we are trying to solve is to improve our understanding of user experiences, so we can better inform the customer on what they need to purchase in their particular scenario. We would like to understand our strengths and areas of improvement from a customer perspective.

This will involve several different steps for the students, including:

• Conducting background research on customer journey mapping, our products and customers.
• Analyzing customer responses from surveys and interviews.
• Defining the phases and touchpoints of the purchasing process.
• Incorporating user actions, emotions, goals, and pain points in the customer journey map.
• Proposing solutions to minimize pain points while meeting business goals.

Bonus steps in the process would also include:

• Developing multiple customer journey maps to account for different experiences and paths.

By the end of the project, students should demonstrate:

• Understanding of our company and the importance of customer journey mapping
• Analysis and understanding of customer experiences
• Understanding of the purchasing process and how the customer interacts with our company in different phases
• Recommendations for improving customer experience

Bonus steps would include:

• Mapping multiple customer journeys

Final deliverables should include

• A final report.
• A 10-minute presentation.

Students will connect directly with us for mentorship throughout the project. We will be able to provide answers to questions such as:

• Our products and services
• Our current understanding of our target market
• Input on choices, problems or anything else the students might encounter.