Jeff JohnsonWhole Foods Market

Customer Journey Documentation Summer Semester 2011

Adjunct Professor Alisan Atvur

Quest for the Strawberry Cream Cake

Project Task: Retail Store

To find, admire, and purchase the Whole Foods Strawberry Cream Cake

Project Task: Web Site

To find, admire, and purchase the Whole Foods Strawberry Cream Cake

Project Task II

• UNABLE TO COMPLETE ONLINE

Observations Slide ADifferences in Navigation Experience• Let’s begin with the obvious. Online, there is

no personal space. In the real world, there are other people, obstacles, cars, displays, shopping carts, distracted shoppers and crowds. There are online distractions, but they aren’t as vivid or as tasty as the real things. Also, in the store, it is easy to change course, meet friends, grab a snack or people watch. Online it is easier to be all business.

Observations Slide BIn-Store Navigation Difficulties

• I chose to go to a Whole Foods I wasn’t familiar with. I found that most items were grouped together as I expected them to be, but information about prices and quantities of items for sale were sometimes hard to find. Online, the experience is the same – each store has a unique layout, cast of characters, and feel. It can also be difficult to find immediate product/location assistance.

Observations Slide COnline Navigation Difficulties

• Online, you lack the familiar directional cues that let you know the bakery is over here or the produce is over there. Also online, you can’t see or smell a thing – you can only view a representation of a thing. The senses are engaged in a bricks and mortar grocery store – they must be amused, aroused, or inspired as part of an online experience.

Observations Slide DWould Users Execute this task?

Users would and do execute this task in Whole Foods stores. Walking by the bakery and marveling is one of my favorite things to do at Whole Foods – that and pretending not to graze on the free samples. Online, users can view a cake, but not sample, experience, or purchase one and as a result, never complete the experience of their in store counterparts.