A journey map is not a workshop artefact. Done properly it is a prioritisation tool that tells you what to fix next.
Stage 1 — Discovery
Where they first meet you and what they already believe. Match the landing experience to the promise that brought them.
Stage 2 — Evaluation
Comparison behaviour, objections, and proof requirements. Most stores under-serve this stage badly.
Stage 3 — Decision
Price clarity, delivery certainty, risk reversal. Remove the last unanswered question.
Stage 4 — Purchase
Frictionless checkout and honest totals.
Stage 5 — Retention
Delivery communication, onboarding for the product, and a reason to return.
Turning the map into a plan
Attach a drop-off percentage and an estimated revenue value to each stage. Work the largest number first.