Case Study: Quick Grocery Checkout

Background: A startup’s grocery ordering app sees a higher-than-expected abandonment rate at checkout. Interviews reveal users are frustrated by delays and forced sign-up.

Evidence collected

• Quote from interview with “Busy Parent”: “I don’t have time to sign up every time I buy groceries. I just want to checkout quickly.”
• Funnel data: 45% drop at checkout step
• Support log: “Payment failed, had to restart the checkout flow.”

Phases (example)

1. Discover — user finds the app via ad or search
2. Consider — user reviews products and compares
3. Purchase — user checks out; main pain points occur here
4. Use — user receives order and checks quality
5. Support — missing or delayed support escalates issues

Workshop exercises

A. Build the map with these ingredients — add actions, touchpoints, and short quotes

B. Identify 3 pain points and write HMW statements for each

C. Prioritization — add a quick score for impact/effort/evidence and pick a top opportunity

D. Presentation — prepare a 3-slide share:

• Slide 1: Persona + summary stats
• Slide 2: The journey map with emotions and evidence
• Slide 3: Top 3 opportunities and recommended next steps