Jameson RossiBest Buy

The search for an Ipod stereo player

Customer Journey Documentation

Summer Semester 2011- Adjunct Professor Alisan Atvur

How do I find an Ipod player that has great speakers?

My Journey cut short at Best Buy… Damn corporations!

• Right when I walked into the door security stopped me, called a manager over and then they called customer relations. After waiting a full day for their approval they told me I was not allowed to take pictures in their store and if they caught me doing it they would call the cops and escort me out.

Online search for the Ipod player

Major differences between both Navigations

• The major differences I found when navigating in the store and online was a much easier experience online. I only had to do a total of four clicks until I found exactly what I was looking for. Where as in Best Buy I traveled around the store for awhile, going from CD’s, to movies, to other electronics, to finally the IPOD players. Also in the store I found myself getting distracted really easy by all the other devices that I wanted to play with or look at. I would stop at a CD that I wanted or a DVD that I had been thinking about, or a WII game that looked cool.

• Online it was very easy to just look at the products tab, then go from there straight to the IPOD player. There were tabs like IPOD’s and then speakers and that was it. Such a more precise and easier experience online.

In Store Navigation Difficulties• Like I said in the previous slide the main problem I ran into at the store

was that I was becoming distracted by every electronic, poster, and things I could play with along the way for my search for the IPOD player. Best Buy has so many great items to look at and play with that is very easy to get distracted. The other problem I ran into was that I walked around the store with my head straight instead of looking up at signs that probably would have got me to my destination much sooner. But with all of the products and gadgets in my face I didn’t really look up at the signs. Once I did find the IPOD’s it was really easy to find the IPOD players. The store ultimatey gave me an experience that was harder to find the exact product I was looking for but I didn’t mind having to look because along the way I enjoyed everything I was looking for. I didn’t mind stopping and looking at other products along the way.

Online Navigation Difficulties• To be honest I only ran into one problem when I was navigating

online. About the third slide in I did not know which tab to click on when it came to speakers. See, the web page had a bunch of different options for home entertainment speakers. There wasn’t exactly a specified speaker option for IPOD’s. So I stared at this page for a little longer than the rest. Other than this issue, it was very easy to navigate through the website and find what I wanted. At the home page there was a Products tab that extended into very specific products on the home page. So they actually knocked out two steps within one page and one tab. From there it became even more specific for audio devices and took me to speakers. Unlike in the store I did not get distracted because I was on a mission and just the pictures of other products was not as emotionally appealing as if I was in the store.

The People’s Choice

• To be honest I think people would like the internet option more because it is super easy and doesn’t require people to move or leave their homes. It only takes four clicks to get what you want and then have the company send it to you. Boom… Bam… Easy! But I do not think people would mind at all going into Best Buy to find their product. Best Buy gives a great experience to in store shoppers so that they enjoy what they are looking for while they are looking.