SPREAD THE WORD
Takes pictures of the cupcakes at the party
Follows the Instagram profile
Shares the Instagram profile with family and friends who asked about the cupcakes
Bookmarks the bakery on Yelp
DISCOVERY
Drives by with her car but has never been inside
Looks up nearby bakeries on the map
Reads the reviews
Navigates to the address
BROWSE STORE
Observes the decoration and cleanliness of the store
Looks at the cakes on display. Pleasantly surprised the find holiday-themed cupcakes, designed in her favorite colors
Asks about Gluten-Free and sugar-free options
BUY
Buys a dozen holiday-themed cupcakes
Also buys Gluten-Free cookies to take home for later
Asks about an Instagram profile
Customer Journey Map
Buying from a local bakery
EXPECTATIONS
For the local bakery to have some healthy-ish, beautifully designed, fresh, and delicious cupcakes made with organic ingredients. Fingers crossed!
ACTION ITEMS
Make ORGANIC ingredients, and Gluten-Free options more prominent on the storefront and online profiles.
Announce holiday specials on the chalkboard ahead of time.
Print a QR code to follow on Instagram
Chef to experiment with sugar-free cupcakes.
HEALTH-CONSCIOUS MOM
Scenario: Busy mom needs to buy cupcakes for a holiday family BBQ. She doesn't prefer serving sugar to her toddlers, but she also needs to please the crowd. In a rush, she goes to the local bakery to pick up whatever they have.
OPPORTUNITIES
Increasing demand for Gluten-Free.
Potential to make sugar-free, vegan, and raw goods.
Reach more customers, especially families in the neighborhood.
"I'm running late to the party."
Friend: "Where did you get the cupcakes?"
"Oh my look at these cupcakes!"
"I want the GF cookies for myself.