CX Journey Map: Thrive Causemetics First Time Purchase

jaclynfaubert6
Jun 24, 2024
2 min read

The customer journey map serves as a visual representation of a customer's first experience purchasing a product at Thrive Causemetics. I am the customer and this is a true story. I did have another not as positive experience with Thrive when I re-ordered the product, but that will be highlighted in a future blog post with a similar customer journey map to help illustrate the experience.

This CX journey map highlights key touchpoints from initial awareness to post-purchase engagement. The map illustrates the sequential steps taken, providing insights into my interactions with the brand and how each stage contributed to my overall satisfaction. By mapping out my journey, Thrive Causemetics can identify critical moments that influenced my decision-making process, which shows my needs being met at every stage.

Awareness

Jac sees ads about Thrive Causemetic's Liquid Lash Extensions Mascara on Facebook and Instagram. These ads are repeated throughout several days, and into several weeks time.
Ads feature influencers showcasing long eyelashes created by the mascara's formula that easily washes off. This is different from most other mascaras on the market.
Jac is unsure if she believes the ads since sometimes they're too good to be true.

Consideration

Jac visits the Thrive website and reads reviews about the mascara from real customers.
She reads comments posted by customers on social media. Here, there were both positive and negative reviews. The positive reviews out populated the negative ones, however.
She also researches other brands that offer tubing mascaras promising similar results. Several competitor products are available in different price ranges.

Purchase

Jac decides to go ahead and purchase a tube of the Thrive mascara.
She goes to the Thrive website on her laptop and places her order.
She’s very impressed with the user experience on the website.
It takes less than 5 minutes to complete the order.

Engagement

Jac receives her mascara via USPS within the promised 3 business days delivery timeline.
She tries the mascara and is thrilled with the results. It really does look similar to the influencers' looks in the online ads.
She gives the brand a 5-star rating when asked.

Renewal

Jac likes the product enough to tell her friends about it knowing that word-of-mouth marketing is impactful for a brand.
She leaves a positive comment on Instagram, where she now follows the brand.
She plans to repurchase the mascara once she runs out.
She’s interested in trying other products from Thrive and has a few different options saved in her wish list from the website.

This journey map not only illustrates the importance of delivering a seamless and positive customer experience but also helps the brand pinpoint opportunities for improvement and innovation in their customer engagement strategies. The map aims showcase a visual journey useful for gaining a deeper understanding from my perspective, as a first time customer.

Read about my less seamless experience with the same brand. I was still impressed with how the company handled my request and the associated outcome.