A typical journey of a user who wants to purchase a digital camera from an e-commerce website is provided with various stages of the user journey highlighted.

1. Assignment
User Experience
Name: Suraj Rao
Email ID: raosura@gmail.com

2. Assignment Instructions
For the given scenario (Slide - 3), you need to prepare the following:
● User journey map
● Describe whether the user experience was good, neutral, bad for each of the steps in user journey map
● How can you improve the bad and neutral experience?
● Updated user journey map after you have improved the bad and neutral experience● Updated user journey map after you have improved the bad and neutral experience
● As a PM is your role of ensuring great UX only limited to the website/app? (Yes/No). Give reasons for your choice.

3. Scenario
Archit a photography enthusiast, is looking for a new digital camera, he is going on a holiday to Shillong after 5 day(Oct 5) so he needs the
camera to arrive by then. He goes to “Buyonline” website, he quickly finds the camera he wants, checks the delivery time and upon seeing “Free
delivery by Oct 3 (Three days later)”, adds it to the cart, and without incident, confirms the order and selects COD as the payment option. Quick,
easy — he is pleased and excited to receive the camera.
He was also e-mailed the tracking no. for the courier partner when the item was shipped. After 2 days, he wanted to check the delivery status,
so he went to the “Buyonline” website, but he was frustrated to find that he could not track the package there and had to go to a third party
website to track it. The website of courier partner was badly designed and he was not able to figure out how to get the details. Then he called
up the customer support of “Buyonline”, where he talked with the customer support executive and came to know that his order was delayed a
bit due to logistics issues at the courier partner's end. He was unhappy about the whole process and asked to cancel the order as he needed the
camera urgently. But the customer support executive told him that COD orders can only be cancelled after delivery and not during while the
item was in transit. Archit explained to him that no one would be there to receive the package when it arrived. He was frustrated with the whole
situation and finally had to buy the camera offline at higher price.
Also when the “Buyonline” package arrived the courier partner tried to deliver the package for three days before they sent it back and every day
a new delivery boy kept calling Archit about how the house was locked and where should he deliver the package and whom should he deliver
to?
Archit was frustrated with the whole experience and decided that he will never buy from “Buyonline” again and instead use some other website.

4. User Journey map
SampleSample
User journey map should be created like above, in the next slide.
Add details for each point (images not needed)

5. User Need
Search Shortlist
Buy Track Call Cancel Buy Offline Delivery
Customer
User Journey Map
Persona : A photography enthusiast planning for a holiday.
Archit searches for
digital camera on
‘Google’, finds
‘BuyOnline’ website
& visits the website.
Archit completes the
purchase by selecting
“COD” as the payment
option & receives the
tracking order via email.
Archit decides to
buy the camera
from an offline store
at a higher price.
Archit decides
to never buy
from
“BuyOnline”
again.
Archit calls
customer support
executive to
check the status
& finds out about
the delay
User Need
Search
Online
Shortlist
& Select Buy Track Call Cancel Buy Offline Delivery
Customer
Lost
Archit ,a
photography
enthusiast, is
in need of a
new digital
camera
Archit
shortlists the
camera based
on the delivery
criteria(of less
than 3 days)
Archit adds
the selected
camera to
the cart
Archit visits the
‘BuyOnline’
website to track
the delivery but
gets redirected to
a third party
website with a
very bad design.
Archit decides to
cancel the order but
is unable to do so.
Delivery guys of the
courier partner call
Archit multiple times
for delivery.

6. Describe whether the user experience was good, neutral, bad for each of the steps in user journey map
Note: Consider only the information provided in the scenario.
User journey steps Experience
Shortlist & Select Good
•User was able to quickly find the camera he wanted.
•User was able to check the delivery time of the required product.
Buy Good
•User was able to confirm the order without any incident.
•The entire process of placing the order was quick & easy. User is pleased and excited to receive the camera.
Track Bad
•Customer was frustrated to find that he could not track the package on the “Buyonline” website, instead he had to go to a third party•Customer was frustrated to find that he could not track the package on the “Buyonline” website, instead he had to go to a third party
website of courier partner which was badly designed.
•The customer was not able to figure out how to get the tracking details.
Call Bad
• Customer got to know that his order was delayed only after he spoke to the customer support team.
• Customer support executive did not make any effort to treat this case as an exception and help the customer.
Cancel Bad
• While trying to cancel the order, the customer learnt that COD orders can be cancelled only after delivery and not during transit, hence
was unable to cancel the order.
Buy Offline Bad
•Customer had to pay a higher price and buy the camera offline.
Delivery Bad
•Customer constantly received calls for up to 3 days regarding the delivery of the order

7. Improving the experience
User journey
steps
Experience
(include only neutral
or bad here)
How can the experience be improved?
Track Bad •To track the product ordered, the customer could be sent a tracking Id and URL as an SMS/Whatsapp message in
addition to an email. Additionally, notifications could be triggered to the customer’s mobile application.
•User must be aware of the status of delivery at every stage via SMS/Whatsapp/Push Notification so that there is no
need for him to visit the website and track the status.
•The website could contain a section to track the status of the order real-time rather than navigating the customers to a
third party website.
Call / Customer
support
Bad • Customer should have been proactively intimated about the delay in delivery rather than him calling the support team
and finding out.
• The customer support team could have understood the urgency and treat this case as an exception to ensure a
support • The customer support team could have understood the urgency and treat this case as an exception to ensure a
speedy delivery.
•Incorporate a feedback mechanism for rating the customer support executives.
Cancel Bad • Allow cancellations of COD orders during transit rather than waiting for the delivery.
• If cancellations of COD orders are not possible during transit as a company policy, user should at-least be intimated
about the same during the purchase rather than intimating about it post-purchase.
• Provision for customers to raise a cancellation request via mobile app by stating the reason for doing so.
Buy Offline Bad • Ideally, the customer should be handled in such a way that he/she does not find the need to buy offline.
• However, an early intimation to the customer about the delay in delivery could help him to purchase from another place
at a lesser price than what he actually paid.
Delivery Bad • ‘Buyonline’ could create their own logistics for delivering the products themselves rather than depending on third party
courier service providers. However, if third party is unavoidable, they must tie up with credible service providers with
satisfactory ratings and reviews.
•Provision to be made available for the customers to provide a suitable date and time for the delivery so that someone is
available to receive the order.
•Provision to rate the delivery process .

8. Create the updated user Journey map
User
Search Online
Shortlist Buy Track Notify Cancel Delivery Delight
Archit searches for
digital camera on
‘Google’, finds
‘BuyOnline’ website &
visits the website.
Archit is notified
about the delivery
details on the
“BuyOnline” mobile
app.
He is also notified
about the delay,
well in advance.
Customer support
team reviews the
cancellation request,
informed Archit that
they would be
delivering the camera
via express shipping
and suggests him to
withdraw the request.
The digital camera is
delivered to Archit via
express delivery
before he leaves for
his trip to Shillong
Archit completes the
purchase by selecting
“COD” as the payment
option & receives the
tracking order via
email, message and
push notification
Archit ,a
photography
enthusiast, is
in need of a
new digital
camera
User
Need
Search Online
Shortlist
& Select
Buy Track Notify Cancel Delivery Delight
Archit
shortlists the
camera based
on the delivery
criteria(of less
than 3 days)
Archit adds
the selected
camera to the
cart.
Archit could track the
status by visiting the
“BuyOnline” website
at any point in time. Archit places a
cancellation request
via “Buyonline” app
and states the reason
as “Expected a shorter
time for delivery”
Archit is delighted
with the proactive
approach and
timely delivery of
the product.
He now becomes
an advocate of
“Buyonline” and
recommends it to
others.

9. As a PM is your role of ensuring great UX only limited to the website/app?(Yes/No)
Give reasons for you choice above.
No
The primary role of product manager is to provide a delightful experience to the users for the entire user journey starting from the discovery
phase of searching or exploring a product, leading to usage till the end of the product lifecycle.
This means that its the product manager’s responsibility to ensure that the user experience at all the touch points in the end to endThis means that its the product manager’s responsibility to ensure that the user experience at all the touch points in the end to end
journey(from sale to recycle) is delightful.
The product manager needs to ensure that all the 4 major phases in a user’s journey i.e. Adoption, Retention, Expansion & Advocacy are
smooth.
For e.g.: For an e-commerce company, ensuring that the user journey touch points of searching for a product, short-listing a product, adding
it to the cart, making payment, delivering the product and managing the post purchase aspects of the product are all a part of product
manager’s role.