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Safari Journey Map

What?

A friend of a friend owns a safari business that's operating mostly by word-of-mouth and has phenomenal reviews.  Kosen Safaris has an online presence but wants to take it to the next level.  I offered to produce a Customer Journey Map to assess the customer experience as the first step towards re-designing the website. The Customer Journey Map shows what customers are thinking, feeling, and doing at each stage in the sales cycle. 

Example Work: Documents

Interview Plan

Why?

In order to have a good digital experience we need to know which parts of the experience are the most positive and then start thinking about how to use design to shed light on those positive experiences. So, the Customer Journey Map creates data to prove what Kosen Safaris is doing right.

When?

Since Kosen Safari's online presence is in its early stage, now is a great time to take a step back and analyze the larger customer journey and set the direction for the online experience.  The best way to do this is to conduct primary and secondary research to inform a Customer Journey Map. I'm conducting this research in my spare time as a pro bono project.

Who?

There are 7 participants for the first round of generative interviews.  All are former participants in a safari with Kosen safaris. Often, as researchers, we have to "work with what we have available."  While these initial generative interviews will inevitably be skewed in the positive direction, it is important to hear the positive experiences in order to inform the website design.

How?

Phone Interviews with participants

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The interview data points will broken down into discreet data points that fall into on of the user sentiments (doing, thinking, and feeling) and one of the Customer Journey Stages (Selection, Planning, Travel, Post-Travel).


The generative user interview objectives are:

  • To uncover positive brand perceptions (of Kosen safaris) that are not reinforced on the website.

  • To determine any current user pain points relating to the website.

  • To determine user behavior insights relating to the selection of a safari.

  • To determine user behavior insights relating to the buying of a safari.

  • To determine user behavior insights relating to the preparation for a safari

 

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