User journey mapping: Story of buying groceries

Images of my journey to the supermarket.

I’m sure you must have bought something from a shop or watched a movie in a theater or had dinner in a restaurant. If some of this is true, have you ever observed interaction in your completed journey? All the things you interacted with, either tangible or intangible, are ‘touchpoints’. Recording, Analyzing and mapping these touchpoints, we make a user journey map.

Seeing the need for groceries in my home, I decided to map my journey of buying groceries from the supermarket.

My journey of buying groceries from the supermarket.

Step 1: Need for groceries

Making a list of groceries with my mother

Touchpoints: my mother, mobile phone.

Actions: My mother asked me to bring some groceries. I opened up the note app on my phone to write down the items.

Emotions : 😀

Experience: Asking my mother about the items and making notes gave clarity on which item to bring.

Step 2 : Drive to supermarket

Drive to the supermarket.

Touchpoints: Scooter, parking

Actions: I left for the supermarket by scooter. On reaching, I parked my scooter on the side of the road.

Emotions : 😣

Experience: The parking experience was not that great, as there is no separate parking space. Drive was good as the supermarket is near to my home and the roads are good.

Step 3 : Entering supermarket

sanitizing my hands and picked up the carry basket

Touchpoints: Security guard, sanitizer bottle, carry basket

Actions: I sanitized my hands before entering after that I picked up the carry basket.

Emotions : 😣

Experience: Disappointed as There was no sanitizer dispenser there at the entrance, I have to do it myself by touching the sanitizer bottle.

Step 4 : Searching for items

Searching for items

Touchpoints: grocery items, salesperson

Actions: I started searching for the required items from various sections of the supermarket. I asked one salesperson near me.

Emotions : 😐

Experience: A salesperson helped me find the product and found all the items on the list.

Step 5 : Billing/checkout

Billing process

Touchpoints: Checkout counter, cashier, barcode scanner, mobile phone, billing machine, bill.

Actions: I took the groceries to the checkout counter for billing and payment and gave him my mobile number for checking rewards points of past purchases.
I selected UPI as a mode of payment, but to proceed, he sent me an SMS containing a link that redirected to Paytm it took some time because there was some problem with the link. After successful payment bill was generated from the billing machine.

Emotions : 😣

Experience: Not good, during the time of payment, they sent a link for payment through Paytm, but it took time, as the link is not redirecting to the app instead of this for there should be a direct scan and pay as it saves time also of other customers standing in the queue.

Step 6 : Exit

leaving process.

Touchpoints: security guard, bill, carry basket, scooter

Actions: I took the bill to the security guard he checked and put a seal on the bill. I left the store and started loading the groceries on the scooter from the carry basket. I left the carry basket on the corner of the entrance where all the baskets are kept and left the store.

Emotions : 😀

Experience: It was neutral as I left the place without any hurdles.

Journey map

My journey map to the supermarket.

Thanks for reading!