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05 Customer journey map


The information emerged from the affinity diagram was organised into a sequencial journey to show how the users felt at each stage, stressing goals, behaviour, context, surprise and pain points. This was beneficial in order to identify areas and phases where to intervene.

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Software used:
Illustrator
Many of the issues pointed out were related to misleading information or unclear ones, the possibility to customize the journey and the flexibility in the search parameters. Also result list section and adds-on pages presented several pain points.