Have you thought about the whole user journey from problem-recognition to purchase-decision? When I unconsciously press ‘cmd+shift+3’ to capture some good references, I suddenly think that “I really need screenshot cloud with annotation feature.” Because I was so tired of a bunch of screenshots in my local memory and not being managed. As all SaaS builders, I thought “Should I build this product?!” but at once I decided to calm down and look for a good solution for this. My requirement was a product with web-cloud and excellent annotation. I went through usual consumer decision-making process and in the end I purchased CleanShot X for Mac and subscribed the monthly plan for Awesome Screenshot. Once we start making products, it’s easy to be buried only in the perspective of makers. So, I would like to share my decision-making process to refresh myself and you guys. Article link: https://jiyu0719.medium.com/consumer-decision-making-process-c340ab94eee5

1. Real case of purchasing a screen capture product
Consumer Decision-Making Process
Jiyu Han / Product Designer
jiyu0719@gmail.com
https://www.linkedin.com/in/jiyuhan-designer/
Let’s study with me!

2. 01
Problem
Recognition
02
Information
Search
03
Alternatives
Evaluation
04
Purchase
Decision
05
Post-purchase
Decision evaluation
Consumer Decision-Making Process

3. Consumer Decision-Making Process
01 Problem recognition
When I unconsciously press ‘cmd+shift+3’ to capture,
I suddenly think, I really need screenshot cloud with annotation feature.
Should I build this product?!!!
Take it easy, girl.. Definitely there will be a good solution for this. Let’s find!

4. Consumer Decision-Making Process
02 Information search
Screenshot+ cloud...
Screenshot + cloud + product...
Screenshot + plugin + chrome...

5. Consumer Decision-Making Process
02 Information search
1
2
3
Okay.. Let's go in order.

6. Consumer Decision-Making Process
02 Information search
Wow... I can’t trust the product that have ugly and messy website...
I'm sure the app is ugly, too.

7. Consumer Decision-Making Process
03 Evaluation - Website
Let’s see. Oh, download free!
Can I try this?

8. Consumer Decision-Making Process
03 Evaluation - Free trial
It's pretty nice to tell me how to pin right after downloading it. Let’s sign up.

9. Consumer Decision-Making Process
03 Evaluation - Free trial
It works like this. I see.. Not that bad.

10. Consumer Decision-Making Process
03 Evaluation - Free trial
Judging from they support insert button and template, the target might be the CRM department?

11. Consumer Decision-Making Process
03 Evaluation - Website
And how much is it?
Price per month $9.95

12. Consumer Decision-Making Process
02 Information search again
Let's find another alternative.

13. Consumer Decision-Making Process
03 Evaluation - Website
Although I don’t like the
logo but figures looks good.
(Good social proof)

14. Consumer Decision-Making Process
03 Evaluation - Website
Many testimonials make it trustworthy. And it’s pricing is.. $6 per month (I can compare now, b/c I have a data)

15. Consumer Decision-Making Process
03 Evaluation - Free trial
Let’s sign up first and download the plugin. Also, it’s nice to see the process at a glance.

16. Consumer Decision-Making Process
03 Evaluation - Free trial
It has a clean look&feel and more diverse capture functions.

17. Consumer Decision-Making Process
03 Evaluation - Free trial
The cloud web looks like this, and I can organize
and add annotation later at here.
I can say that I prefer Awesome screenshot
more than CloudApp. I would like to pay for this.

18. Consumer Decision-Making Process
04 Purchase decision
I’ve reached the image limit of my free plan. It's a little burdensome b/c it's a monthly charging plan.
But I still see the value, so I would like to pay. And also I can cancel any time when it’s no longer useful.

19. Consumer Decision-Making Process
02 Information search again
Let's find last alternative.

20. Consumer Decision-Making Process
03 Evaluation - Website
The video is eye-catching!
Look&feel of app is really
similar to macOS.

21. Consumer Decision-Making Process
03 Evaluation - Website
Interesting part 1) not like a usual SaaS app, it’s local app. 2) it’s $29 of one-time payment.
It’s not that expensive, and maybe it’s worth to pay. But how can I trust before using it?

22. Consumer Decision-Making Process
02 Information search
(I searched in YouTube to know that how it works and check real review.)

23. Consumer Decision-Making Process
04 Purchase decision
Okay, 30-day money-back guarantee. Let’s try it. If I'm not satisfied, I'll get a refund.

24. Consumer Decision-Making Process
05 Post-purchase decision evaluation
It exactly replaces the shortcuts of macOS
such as cmd+shift+3, cmd+shift+4.
It’s a local app, so I can use this feature
anywhere outside the web browser.

25. Consumer Decision-Making Process
05 Post-purchase decision evaluation
Wow, as they said, it provides a bunch of features and usability is so great.
It is the top in terms of functional diversity and usability.

26. Consumer Decision-Making Process
05 Post-purchase decision evaluation
The most fatal disadvantage is that
there is no way to add an annotation
in cloud web, b/c this is a local app...
However, except for that,
I don’t want to get a refund
because it is very useful in local.
It's worth more than $29.

27. I purchased CleanShot X and subscribed the monthly plan for Awesome Screenshot.
Don't forget to click that subscribe button and push like button!
I will com back with a good content again!
Jiyu Han / Product Designer
jiyu0719@gmail.com
https://www.linkedin.com/in/jiyuhan-designer/