Customer journey map for online grocery delivery
This customer journey map follows a household ordering groceries online for the first time. It begins with discovery, where customers are evaluating whether the service operates nearby and whether they can trust the produce. It then captures the choice of fees, slots and substitution policies, followed by checkout and delivery. The map does not claim that every shopper behaves the same way. Instead, it gives the team a single scenario to test through research and service data. The unavailable slot and missing-item response are useful focal points because they occur at moments when a customer can abandon the service or lose confidence after paying.
Open it in the AI editor with a prompt pre-filled — keep what works, change what doesn't.
Scenario
A grocery service team is investigating why first-time customers do not place a second order.
Key decisions
- Define the journey: Map one household and one delivery scenario.
- Find friction: Investigate slot availability before changing the basket.
- Assign ownership: Give missing-item recovery to a named service team.
When to reuse this
Use when a service spans search, selection, transaction and fulfillment.
Frequently asked questions
Why map a single journey?
What is a touchpoint?
How do teams validate a journey map?
Tweak it with chat, export PNG/SVG, or fork it for your own use case.