Sample · Service design classic
User Journey — First online juice order
From discovering the brand to receiving the first delivery.
Phases
Discover → Compare → Order → Wait → Receive → Reorder
Doing
Sees a bottle at a café · searches the brand · scans the menu · picks a bundle · pays · tracks the courier · drinks and rates.
Thinking
"Is this actually fresh?" · "Will it arrive before breakfast?" · "Can I cancel if I travel?"
Feeling
Curious → sceptical at checkout → anxious while waiting → delighted on arrival → indifferent by week three.
Touchpoints
Café shelf · Instagram · website menu · payment page · SMS tracking · bottle label · reorder email.
Pain points
No delivery window before checkout · pressing date only on the bottle · reorder buried in account settings.
Opportunities
Show the window before payment · put pressing time on the confirmation · one-tap reorder in the SMS.