1. Retail User Experience
Map and Need for
Service FocusHitendra Kumar

2. Retail User Experience Map
Guiding Principles
People choose online shopping
as it is convenient, easy and
flexible.
People build opinion over a
period of time..
Shopping and checkout for
valuable goods is just one part of
process.
People value services that is
respectful, effective and
personable.
Customer Journey
STAGES
BROWSING
SHOPPING
THINKING
FEELING
EXPERIENCE
Site Research Shopping Checkout Post Checkout Post Shopping
Returning
Customers
Browses Site Pages,
Compare Products
Talk to friends,
Customer Care or
Click to Call
Nearby Store
Locator
Checkout
What to buy? How
much I can spend?
Will I get best price
and value?
Do I want anything
else?
What if an issue
comes?
How to track my
order?
Will I get loyalty
benefits, can I reorder
old items, what’s new?
Need to find
relevant items
quickly ..
Is my budget
sufficient?
I should have
checked cross
items?
I should be able to
replace / return …
Need handy ref. and
means to track
Lets see if they have
personalized targeting…
What to buy? How
much I can spend?
Will I get best price
and value?
Do I want anything
else?
What if an issue
comes?
How to track my
order?
Will I get loyalty
benefits, can I reorder
old items, what’s new?
OPPORTUNITY
Help people to
browse more
relevant items.. On
demand
personalization
Clear Value
Proposition,
Personalization
Choices..
Connect People,
Recommendations
Effective Return
Policies
Online Tracking and
multiple shipping
options
Analytics and Trends,
Stakeholder Opinions,
Sentiments, Service
Focus and Options to
Users..
Share
Experiences
Follow-ups with
customers
Promoting Social
Influencers
Promoting Loyal
Customers
Track
Visitors
Capture Leads

3. Service Focus – Anticipation Gap
• The Services are process and experience based.
• The loss of potential revenues and wasted ad spend can’t be controlled w/o
filling service anticipation gap.
• Should be win-win for organization as well as for people
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Enjoyme
nt+
Person
Organiz
ation