From first ad to second order.
Online and in-store journeys with the numbers attached. See where carts die, where returns start, and which fix is worth the sprint.
Discover
Compare
Checkout
Delivery
Return or reorder
Touchpoints
Social ad
Review site
Cart, Apple Pay
Tracking email
Returns portal
Emotion
Pain points
Opportunity
Ad promises free shipping
Pain
Specs hard to compare
Pain
Shipping cost shows late
Pain
No delivery window
Pain
Return label by post only
The checkout is a journey, not a funnel.
Funnels tell you where people leave. A map tells you why. Put the cart completion metric under Checkout, the emotion curve over it, and the interview quotes behind the pain point.
- Metrics from your sheet. Conversion, AOV and return rate refresh daily from Google Sheets.
- Evidence attached. Customer interviews and support tickets link to the pain point they support.
Switch completion
68.4%
+2.1 vs last monthCalls per 100 switches
Chat above the 45 thresholdNPS after first bill
23
+5 vs last quarterDifferent shoppers, different curves.
A first-time buyer, a monthly reorderer and a gift shopper experience the same checkout differently. Three personas, three curves, one map.
Marta, busy parentOndřej, price hunterIngrid, landlord
Prioritise with the merchandising team.
Every pain point in the portfolio gets a key and a score. The two-by-two chart makes the Monday meeting shorter.
Not startedIn progressDoneBubble size is cost · Sample data
Questions teams ask
Can we map in-store and online in one journey?
Yes. Channels are a lane type, so a single stage can hold both the app touchpoint and the store touchpoint, with separate pain points for each.
Keep exploring
See your journeys take shape.
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