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Tutorial $3$: Task $1$Customer Journey Mapping

Case Study: Jamie$$s Mobile Plan Switch Experience

Jamie is a young professional in her late twenties who lives in a bustling city. She leads a

busy life, juggling a demanding job with social activities and personal hobbies. Jamie is tech$-$

savvy and relies heavily on her smartphone to stay professionally and socially connected.

As a conscientious spender, Jamie is mindful of her budget and seeks value in her chosen

products and services. She is not afraid to invest time and effort into researching her options

to ensure she makes informed decisions. However, Jamie can become overwhelmed by the

abundance of choices and the complexity of certain processes, especially regarding financial

matters like switching her mobile plan.

Jamie values simplicity, transparency, and efficiency in interacting with companies and

service providers. She appreciates clear communication and user$-$friendly interfaces that

make her life easier. While she is open to exploring new options and technologies, Jamie is

wary of gimmicks and prefers practical solutions that deliver tangible benefits.

Despite her busy schedule, Jamie prioritises her well$-$being and seeks balance. She enjoys

spending time outdoors, practising yoga, and exploring new hobbies. Jamie is also socially

conscious and may be drawn to brands that align with her values and contribute to causes she

cares about.

One evening, Jamie sat at her kitchen table, surrounded by papers and her laptop, frustration

mounting as she attempted to navigate the labyrinth of mobile plan options. Her current plan

had become a financial burden, and she was determined to find a better alternative without

sacrificing her usage limits$.$

Scrolling through her social media feed one evening, Jamie became aware of some mobile

plan offerings as she stumbled upon an ad promising savings on mobile plans. Intrigued, she

clicked, hoping to find a solution to her escalating bills.

Enthused about the mobile plan offerings, Jamie decided to perform preliminary research to

consider her options. She dove headfirst into the sea of mobile plan options, only to be met

with a tsunami of confusing jargon and contradictory pricing structures. Comparison websites

offered little clarity, and customer reviews seemed unreliable. Frustration mounted as she

struggled to make sense of the endless array of options. She wished there was an easier way

to compare all these plans as it$$s overwhelming trying to keep track of everything.

After countless hours of research, Jamie narrowed her choices to a handful of seemingly

promising plans. She visited mobile provider stores, hoping to get more information, but she

was met with long wait times and pushy sales tactics. Feeling overwhelmed and exhausted,

Jamie made a hasty decision based on incomplete information, hoping it would relieve her

mounting bills. She quipped that she thinks she has found a plan that meets my needs and

budget and hoped it will be a good choice.

With a sense of resignation, Jamie completed the online sign$-$up form for her chosen plan.

Technical glitches plagued the process, causing delays and frustration. Weeks passed before

her new plan was finally activated, leaving Jamie feeling drained and disillusioned.

As Jamie begrudgingly explored the features of her new plan, she couldn't shake the feeling

that she had settled for less than she deserved. The promised savings seemed insignificant in

comparison to the mental and emotional toll of the arduous switch. She lamented, Why is this

activation process so complicated? I just want to start using my new plan.

Reflecting on her journey, Jamie vowed never again to underestimate the complexity of

switching mobile plans. She had learned the hard way that transparency, simplicity, and

support were essential elements sorely lacking in her experience. With a sigh, she resolved to

continue searching for a better solution, hoping that someday she would find a mobile plan

that offered savings and peace of mind.

Task.

Develop Jamie$$s current state and future state journey maps. Use the template provided to

present your answers.

Note: The future state journey map should capture an ideal journey for Jamie.