Tess TESS' MORNING

Tess TESS’ STORYBOARD

Tess TESS’ DETAILED DESCRIPTION

Tess CHANNELS OF COMMUNICATION

Tess EMOTIONAL JOURNEY

Tess DRAMATIC ARC (ENGAGEMENT)

Tess PAIN POINTS AND OPPORTUNITIES

Tess BACKSTAGE ACTIONS

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Buying a Cup of CoffeeJOURNEY MAP

Example Project: Buying a Cup of CoffeePROJECT

27 January 2017EXPORT DATE

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Pre Coffee at home Heading to Café Bean Experience at Café Bean

7:00 AM. Tess wakes up. Realizes she is out of coffee and milk. Decides to go to Café Bean for coffee. Drives her car to Café Bean. 8:00 AM. Steps inside of Café Bean and waits in line.Chats with the owner and tastes a sample of a muffin. Places her order on her smartphone. Arrives to the counter with her cup of coffee and parfait waiting for her. Sits down and enjoys a cup of coffee at Café Bean. Texts a friend.

7:00 AM. Tess wakes up.

Realizes she is out ofcoffee and milk.

Decides to go to Café Bean forcoffee.

Drives her car to Café Bean.

8:00 AM. Steps inside of CaféBean and waits in line.

Chats with the owner andtastes a sample of a muffin.

Places her order on hersmartphone.

Arrives to the counter withher cup of coffee and parfaitwaiting for her.

Sits down and enjoys a cup ofcoffee at Café Bean.

Texts a friend.

Jetlagged and tired from her business tripto Shanghai.

Oye! Her flight didn't get in untileleven so she couldn't pick up groceriesfor the next day!

Tess has had coffee every morning sinceshe was in high school.

Café Bean is a new café that sources inseason, direct trade beans. They alsohave great selection of chia yogurtparfaits, baked sweets and fresh fruit. Shechecks on her phone to see if they areopen.

Tess lives near Place de la Bastille inParis, but works outisde of the city. Shejumps in her car and drives to Café Beanon the way to work.

Café Bean prides itself on being aprogressive, customer friendly,community space.

At café Bean an employee is dedicated tosupporting the guest experience fromthose folks in line who are trying to logonto the internet.

Tess is a Café Bean regular and loves howthey blend technology with theexperience (pun intended) :)

She orders a coffee and yogurt parfait.

▸ A drip coffee, Guatemala Blend, with asplash of half and half.

▸ Chia parfait with blueberries.

▸ She takes out some cash to pay for thebreakfast.

Café Bean has an open seat plan withThonet chairs and comfy couches.

Tess texts her friend:

"Hi! I just heard from the bartista at CaféBean that there is a concert tonight.Want to join?"

Smart Phone

Face to Face communication

Online Reviews

Note: This is a text lane. It can also beused for...

▸ Pain Points and Opportunities

▸ Jobs to be done

▸ Metrics

▸ ...

Café Bean Mobile App

Mobile app shows Tess that Café Beanis open

Mobile app sends Tess' orderto barista

Barista at Café Bean

Barista prepares Tess' order andplaces it at the counter

Barista prepares Tess' bill

Friend

Friend reads Tess' message and triesto find some information on theconcert online.