Assignment brief
As a group, you are required to conceptualise an innovative product or service that is new to the consumer market—something that has not yet been commercialised. This product should offer a unique value proposition and address an unmet consumer need or problem in an original way. Once your product idea is defined, you will create a Customer Journey Map (CJM) that traces the customer adoption process through each stage of the Customer Decision-Making Process.

What is a Customer Journey Map?
A customer journey map is a visual depiction of the stages customers go through when interacting with a company.
• Read more on Customer Journey Mapping: https://www.techtarget.com/searchcustomerexperience/definition/customer- journey-map
• Templates are available from these websites: https://www.canva.com https://www.fullstory.com
https://miro.com
Requirements:
Create a Customer Journey Map that contains the following information:

  1. Description of the innovation, it’s purpose and value proposition (20%)
    • Briefly describe the product.
    • What is its function?
    • What makes it unique?
    • What problem is it solving for the customer?
    • Is it an evolutionary or revolutionary innovation? Why?
    (This can be done on a separate page and does not have to be presented on the CJM)
  2. A description of the target market (10%)
    • Describe their profile – demographic, psychographic, geographic etc. (This can be done on a separate page and does not have to be presented on the CJM)
  3. The five stages of the Customer Decision Making process (10%)
    • Need Recognition

• Information Search
• Evaluation of Alternatives
• Purchase Decision
• Post-Purchase Behavior (This will be presented on the CJM)

  1. Communication touchpoints (20%)
    • Three touchpoints for each of the decision-making stages e.g. Mobile apps, social media, chatbots, email, drones etc.)
    (This will be presented on the CJM)
  2. Marketing approach using the five innovation characteristics (20%)
    • What is the relative/competitive advantage of the product/service?
    • In what way is it compatible with their lifestyle?
    • How much learning and knowledge is required to use this product?
    • Are consumers able to try the product before purchasing it?
    • To what degree is it observable to others post purchase? (This will be presented on the CJM)
  3. Overall understanding and coherence of content (10%)
    • Displaying a clear and concise understanding of relevant concepts.
    • Displaying a thorough understanding of the application of concepts.
    • Is the content logically organized?
    • Is the content all aligned and does it together as a whole?
  4. Visual appeal, creativity & professionalism (10%)

Answers to Above Questions on Consumer Behaviour

Answer 1: The innovative product that is selected and new to the market is ….

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