Customer Journey Map

This case study covers my role as the Lead Product Designer in developing a customer journey map for Shoppers Drug Mart's Digital Pharmacy service. This journey map was shared with the leadership team to help inform the yearly Digital Health Road Map.

The process to create this map involved working closely with the research team to define the journey phases, outline the two primary types of profiles/customers, and bring in existing relevant research. I also facilitated a hybrid Ideation Workshop with business stakeholders to gather insights on areas of opportunity across the journey.

I chose Miro as our tool to begin building out the journey map. Miro would be both a quick, engaging way to involve the research team and stakeholders as well as an effective method to circulate the journey map in future planning sessions with leadership.

Once the map was created and reviewed with stakeholders, I translated it into a table on Coda. The benefit of this was so that as we learned new information about our patients, it could be easily updated and reflected back in the journey, acting as a live document.