Customer Journey

A Customer Journey is a schema of the user interaction with a product or service. This scheme is used to understand the customer experience from their own point of view.
First of all, we need a customer description (that we have already done in the earlier posts). Then it's time to put in the customer shoes and imagine what steps they do in the gyms.
The result of this analysis is the next picture.

Strategy Canvas

Blue Ocean Strategy

Persona Description

Personal Data

Name: Marc V.

Age: 35

Marital Status: Single

Job: Accountant

Car: Renault Clio

Hobbies: Going to the cinema and disco every weekend

Listens to: Nino Bravo, Formula V, Duo Dinamico

He wants to lose weight, get fit and have a good time.

He fears effort without results and finding extremely hard going to the gym

What does he think & feel?

• Gym is boring. I hate it
• I don’t have time to go
• I can do funnier things with my time
• Envious of fit people. Wants to be like them
• People he finds at the gym are not like him
• It’s too hard
• I feel fat and in low physical form

What does he see?

• Fit and sculptural bodies.
• People who regularly go to the gym or do sport
• Fit women date with fit men
• He doesn’t see the results of working out
• He is fat

What does he say and do?

At the beginning (before going to the gym and when he starts doing so):

• “I’ll go every day to the gym”
• Goes regularly to the gym the first week

Later on:

• “I don’t have time to go to the gym”
• “It’s too far from work/home”
• “It’s boring”
• Stops going to the gym

What does he hear?

• Fit men are more successful with women
• He will meet fit girls
• Doing sport is healthy
• People admire fit people

Empathy Map

Problem Description

We are a group of master students and we are studying what are the weaknesses found in gyms with respect to customer needs.

We have observed that people tend to stop going to the gym after a few weeks or days. We want to investigate the reason for this. In the next week, we will think of a new commercial solution, develop it, and finally test it.