CUSTOMER JOURNEY MAPPING
Every step from first contact to repeat purchase, with the leaks named.
A funnel diagram with four arrows is not a journey map. It tells you nothing about where people quietly give up. The useful version is specific: the stage, what the person believes on arriving at it, what they need to believe in order to move, the asset that does that work, and the exact point where most of them leave instead.
So the map names its leaks. Not "low conversion" — the enquiry form demanding a phone number before it has earned one, the pricing page nobody can find, the four-day reply gap, the second email that just repeats the first. Each leak gets a cause, a fix, and a note saying whether that fix is copy, timing, or a system that was never built.
This is where the behavioural work earns its keep. Friction, default options and ambiguity about what happens next cause more drop-off than price does. I also check every proposed fix against India’s 2023 dark-pattern guidelines, because a good deal of standard conversion advice is now a compliance problem rather than a clever trick.
WHAT I DO
- Journey map — stages from first touch to repeat purchase, with the belief shift each one requires.
- Named drop-off points — the specific form, page, gap or email where people leave, not a percentage.
- Message-per-stage sheet — what to say at each step, and the thing said too early that kills it.
- Touchpoint inventory — every place a person meets the brand, including the ones nobody currently owns.
- Ranked fix list — ordered by effort against likely effect, with copy fixes separated from system fixes.
- Instrumentation list — the events worth recording per stage, so the next version of this map runs on data instead of guesswork.
- A compliance read on the persuasion already in use, against India’s dark-pattern rules.
HOW I WORK
- 01
WALK
Go through your own buying process the way a stranger would, on a phone, writing down every point of confusion.
- 02
INTERVIEW
Talk to sales, support and a few real customers to find where the story and the actual experience disagree.
- 03
MAP
Draw the stages, beliefs, assets and leaks into one document that a non-marketer can read start to finish.
- 04
PRIORITISE
Rank fixes by effort against effect, and list the tracking needed to tell whether any of them worked.
BEST FOR
- Businesses getting enquiries that never turn into conversations.
- Brands whose ads work and whose website does not.
- Service companies where the handover from marketing to sales is a mystery to both sides.
- Anyone about to spend on traffic before fixing what that traffic lands on.
NOT THIS
- Not the sitemap. Page structure, URLs and keyword clusters belong to Website Information Architecture.
- Not building the fixes. Lead flows, CRM wiring and email engines are AI Orchestration work, quoted separately.
- Not UX design. There are no wireframes or screen designs in this — it is the reasoning a designer should be handed before they open a file.
THE PROOF
Published case studies from brand solutions work. Each one names the client and shows what was delivered.
STRAIGHT ANSWERS
REST OF BRAND SOLUTIONS
MAKE A
WISH.
Tell me what you're building. I'll tell you how loud it can get.
- /01
YOU WRITE
Tell me what you're building and what's in the way. Two lines is enough.
- /02
WE TALK
A 30-minute call, booked within 7 days. Real questions, no pitch theatre.
- /03
YOU GET A PLAN
Scope, timeline and an honest number, usually within a week.