The user journey map is to help to visualize the intermediate steps of User Experience of any product or process

1. User Experience
Name: MITHUN BHOWMICK
Email ID: mithun.bhowmick@gmail.com

2. 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.

3. - Buyonline.com denied to
take the product back
before delivery
- Courier Boys gave him
call consecutive 3 days
although he mentioned
that he is out of city
- Consumer can cancel the
delivery anytime if the
delivery is not on time
- There should not be any
cancellation fee for not on
time delivery
- The delivery and tracking
status were managed by
3rd party and its website
- Buyonline.com neither
had the control on delivery
nor had real time update
of current status
- The delivery can be
tracked easily by the
same app
- Company will keep
consumer updated with
current status of delivery
- The website has provided
a safe and secure
payment option
- Buyer received mail with
payment confirmation and
order tracking details
ARCHIT
An young photography enthusiast, wants to buy a specific model of digital camera online with fast delivery without any additional delivery charges
Search camera Order a camera Track the delivery
Cancel the
delivery
User Goal
- Search for specific model
of camera at
Buyonline.com
- The delivery of camera
should be prior to 5th Oct
without additional charges
Process
Experience
- The desired model of
camera was available to
buy
- The camera will be
delivered by 3rd Oct w/o
extra charges
- Order the camera with
safe and secure payment
options
- Receive the confirmation
of payment and order
tracking details
Net Banking

4. 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
Search Camera The experience was good 
- Archit was able to find the camera what he was looking for to buy
Order a camera The experience was good 
- He was able to order the camera with desired expected delivery date
and with no additional charges
Track the delivery The experience was bad and frustrating 
- He was frustrated with 3rd party website to track the package and
lack of customer support from Buyonline.com
Cancel the delivery The experience was bad and annoying 
- He was upset by not allowing him to cancel the delivery once it didn’t
arrive on time and got irritated by different calls from different courier
boys consecutive 3 days during his vacation

5. Improving the experience
User journey
steps
Experience
(include only neutral or bad here)
How can the experience be improved?
Track the
delivery
The experience was bad and frustrating 
- He was frustrated with 3rd party website to track
the package and lack of customer support from
Buyonline.com
- The key feature missing from website was tracking the
delivery from website itself. Buyonline.com should try
to integrate with the 3rd party’s tracking application
using API or Web Services
- In case of some odd situations, Buyonline.com should
send a email or customer support team should call the
buyer to keep him in loop with current situation
Cancel the
delivery
The experience was bad and annoying 
- He was upset by not allowing him to cancel the
delivery once it didn’t arrive on time and got
irritated by different calls from different courier
boys consecutive 3 days during his vacation
- Buyonline.com should provide a provision to cancel
the product if it is not delivered by the date it is
committed to deliver the product
- There should be a provision to share the buyer’s
availability with 3rd party courier service to save every
stakeholder’s time and effort

6. Create the updated user Journey map
Net Banking
Search product
Order the product
Track the delivery
Customer Support
Customer Feedback
Return the product
Buyer can search
the product from
website or app
The product can be
ordered by safe and
secure payment options
Buyer can easily
track the package
using app Buyer can cancel
the order
Cancel the delivery
Product Delivered
Buyer will provide the
feedback and can return
the product if not happy
with the same
Customer Support
for any time
assistance
Product received
by Buyer

7. As a PM is your role of ensuring great UX only limited to the website/app?(Yes/No)
Give reasons for you choice above
A great User Experience (UX) is mix of (i) User Needs, (ii) Business Goals and (iii) Technical Constraints.
Therefore, I feel PM needs to ensure the usability of the product in a realistic scenario. Along with it, PM always
focuses on measuring the business values achieved by product as part of great UX. The last and vital aspect,
which many of the times ignored by even seasonal PMs too, is the technology trade-off decisions. What to pick
and which can be prioritized little based on technical constraints is crucial to have great UX experience.
No