This journey map is intended to visualize a scenario a customer might go through when making a purchase. The entire process and outcomes are shown from start to finish in an interactive, board game-like way. In this illustration, a persona goes through the phases of purchasing essential oils, which are natural fragrances that can be used in candles and diffusers. The map highlights all key interactions, such as specific touchpoints or phases, channels (the mediums in which interactions take place), customer emotions, customer thoughts, and opportunities for improvement (plus who would be responsible for said improvements).
You can view the illustration and the detailed process below.