User journey FLOUR

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4	OLD: shopping, chore, boring, all flour looks the same
5			Product awareness			Product decision			Experience						reflection
6		User activity	Using remaining flour and making note to stock up	Enter supermarket	browse for flour	choose whatever is cheapest and says "flour"		Make decision to purchase	go to checkout	Look at flour @conveyor belt	Put flour into bag	Take flour out of shopping bag / car at home	store flour at home	use flour when baking next	reflection
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8		Thoughts	When am I going shopping next?	Where is the flour? Dont forget the flour	Where is the flour? Should I ask someone for flour? What might they think?	Which flour should I get? How different are they, really?		Its Pillsbury, but it looks like eveyrthing else	This stuff looks cheap and it is not well made. Should I care though?	Someone should really redesign this Perhaps it would be easier to just buy bread / cookies instead	Do people even like the stuff I bake?	Well this looks terrible	Should I put this into a different container? Do pests eat flour?	If I am using Hershey's chocolate and Irish butter to bake my cake for my party, why am I using this cheap flour? There needs to be a better option.	none in particular; unmemorable experience; rushed through the baking process
9		Feelings	Puh, I dont like shopping	I hate shopping :-(	I cant believe how much time I am spending on this; anxious. Should I ask someone? Shouldnt I know where the flour is?	Overwhelmed, confused, they all look the same		relieved	annoyed I am carrying this	bored	bored	bored, annoyed about doing chores	bored	Excited to bake, worried about flour and when it was bought. Will I get e coli?
10		worries	do I have enough flour? Will I forget when I go next?	I might forget flour	What if I cant find it or they have run out?	Is the package going to leak / put flour dust all over my stuff?		did I buy the wrong one? Do I still have yeast?	Is it going to spill?	I do feel like I have forgotten something...	Is this going to spoil my bag? Is it going to leak? Which productsa re next to it? Is it sticking to my hands? Will the police think I have drugs in my car?	Is there dust on my car seat? Is it going to rip my paper bag?	is there room in the cupboard? How is flour best stored? Can I mix this with my old flour?	worried about quality and freshness	nothing ,see beginning
11		Pain Points	Remember to buy more flour	remember to buy more flour	find flour among lots of other products; take detour into baking section	all flours look mostly identical. Hard to identify both specification and price. Particularly for older people.		no painpoint, but also not exciting	carrying, heavy, dust	unappealing, "boring" packaging	heavy, dust	heavy, dust	unclear how best to store and how to mix with existing flour	measuring	unmemorable experience
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15	NEW: exploration, excitement, discovery, America's baker, Pillsbury!
16			Product awareness			Product decision			Experience						reflection
17		User activity	Using remaining flour and making note to stock up	Enter supermarket	See our new product	Take it off the shelf to look at it	Understand and evaluate how new flour is different	Make decision to purchase	go to checkout	Look at flour @conveyor belt	Put flour into bag	Take flour out of shopping bag / car at home	Take out of bag and store at home	use flour when baking next	reflection
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19		user Thoughts	When am I going shopping next?	Where is the flour? Dont forget the flour	Where is the flour? Should I ask someone for flour? What might they think?	Which flour should I get? How different are they, really?	What is this? This looks different? Oh wow. This looks clean and its resealable. Even better, its Pillsbury. I know this brand.	I am intrigued to try this. This looks like the standard in the baking industry. I bet chefs use this.	People are going to think I'm a true baker. Let me make sure I buy some other nice products to put into the (blank) I will bake later	Let me take a picture and show it to my friends. Its just so simple.	I am excited to be using this	this looks nice. Perhaps I should have this on display somewhere. I am the modern baker.	this looks nice	This flour looks good. I am excited to be using it. Made in Minnesota. Baking is fun and all my food will tatse great.	this was fun. The packaging of Pillsbury made me feel like I am a modern baker, and I am never going back to buying that cheap store brand flour
20		user Feelings	Puh, I dont like shopping	I hate shopping :-(	I cant believe how much time I am spending on this; anxious. Should I ask someone? Shouldnt I know where the flour is?	Overwhelmed, confused, they all look the same	excited, curious	excited, perhaps a little anxious	excited about "shiny" item in bag	I want to get home and bake right now	excitement, relief because packaging is better	distracted, less focused on chores	excited	excited. my friends are going to think I am so talented	The packaging felt nice.
21		user worries	do I have enough flour? Will I forget when I go next?	I might forget flour	What if I cant find it or they have run out?	Is the package going to leak / put flour dust all over my stuff?	This looks like a higher quality	I think this will be better than my old brand. After all its just flour, and I know I can trust this.	I hope none of the store brand items I bought even touch my Pillsbury flour	Maybe I should have gotten all the different types of flours	Oh, this is actually properly wrapped and I can seal it	I wonder how different my food will taste now that I have better flour...I never cared to think about it before buying this.	I'm not in a rush or worried -- baking is a fine art.	I better not mess up the recipe if I am using such good looking flour	I hope the store doesn't run out, I need more of this
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23		user Pain Points	Remember to buy more flour	remember to buy more flour	easy to find	easy to differentiate	exciting - but is it worth it? Customers tend to buy cheapest flour (store brand)	exciting		might look "frivolous" to cashier	heavy	heavy		measuring	decision on whether to buy again
24		user goals	buy more flour	buy more flour	buy more flour	learn something new, satisfy curiosity	understand whether this is valuable or not	add some excitement to familiar activity	get home soon	get home soon	anticipation of baking	anticipation of baking	store it safely	bake successfully; test product	evaluate potential for repurchasing
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