Customer Journey Map

In this customer journey map, I created a persona of the general user trying to book with common pain points highlighted from previous research.

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I had to include pain points that are covid related like flight cancellations and last-minute changes as this is very much relevant to the times we are in and every travel booking service is affected.  

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In this instance, this user had a negative experience. The dates were not flexible and plans had to change. However, there was some recovery when the seat selection was straightforward and the window seat was available that met the user expectations. He also felt the visual aids and the information presented was very helpful.