Steph Journey Map

	A	C	D	E	F	H	I	J	K	L	M	N	O	Q	R	S
1	Champaigns Finest Website	Steph: Sophmore Advertising Student
2	photo	Actor				scenario:			Goals & expectations
3	photo					Steph is looking for fun campus apparel on champaigns finest but is having a hard time on mobile and is precautious in purchasing, unsure if the brand is real			Looking for fun clothes to wear out to the bars, specifically BLOCK, something that can be "on point" for an instagram post at the bars
4	Phases	Introduction (Awareness)				Selection (acquire)				Deliver (use)				follow up
5
6	Customer Activities	Sees friend wearing shirt at the bar	is recomended ig page/ goes to check	follows link to website on mobile	confirms ligitimacy wth friend	selects item	selects color/ size	checks out		item arrives in mail	plans outfit to wear it out	wears it out at the bars	takes photos in merch	posts photos to instagram	gets reposted on CF IG page	gets a 20% discount code
7
8		Steph goes out the the bars with friends and sees one of her friends wearing a shirt she thinks is fun. Curious, she asks where her friend got it from	her friend says she got it from the brand Champaigns Finest, they have an instagram page and she should check it out, so she does	after checking the ig page she follows the link in bio to the CF website (on mobile)	There is a photo on campus but shes not to secure with the site so she asks her friend to confirm if the website is not a scam in any way, the friend says no, she bought her items and it was ok	There were only 5 items available on the site so she chose her favorite	once on the item page she saw there were other color options so she went through the drop down to select the correct color and size option	She went through the checkout process and paid for her item		7-10 days later the item arrives in the mail. shes excited to see the items but says they smell weird	she sprays the items with perfume and starts planning outfits that work with the shirt	she finally goes out to the bars in the shirt and friends say its a fun item	throughout the night she takes photos in the merch inluding in front of painted murals in the bar	she eventually ports the images on IG and uses the theme of the shirt as inspiration for the caption, she also tags CF in the post	CF reahes out and asks if they can repost her image on the CF IG page, she says yes	as a thankyou CF sends her a 20% off discout code for her next purchase
9	Customer Needs	find where her friend got the fun shirt	research the CF brand	find items available	build trust	good selection of items but not too many	the item she wants in the size and color she needs	safley process payment		esured mail delivery	cute outfit to wear	be seen in the fun shirt	take photos for memories	social proof and likes	connection and representation	affordability
10
11	Customer Emotions
12	😲😁
13	🧐🤔
14	😐
15	🤨🙁
16	😨😠
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100