Task Scenario and Customer Journey

Task Scenario and Customer Journey

C11DX Summative Coursework 2 Brief AY22_23

Coursework Individual business report. Word count 3,300 words MAXIMUM you can write less than this amount but not more) including all in-text references, headings, tables, words in figures and appendices but excluding reference list.  The contribution to your overall grade is 50%.
Submission Date: Deadline is Wk 12 Wednesday 17th November 16:00 Edinburgh/20:00 Dubai –all submissions after this time and date will be late.  There are no extensions – please see section 6 in the course handbook.  Submissions more than 5 working days late will not be marked.
Submission Process To be uploaded as a single WORD document on TurnItin on CANVAS. Please include the course code C11DX, your campus location (ED or DU) and your matric number and/or your surname as the file name. For example I would upload as C11DX_Ed_Waite.dox  and Aishwarya Singhal would upload as C11DX_Du_Singhal.doc
Feedback  Process Your work will be graded according to the grading scheme at the end of the brief

Overall class feedback highlighting general strengths and weaknesses will be posted on Weds 21st December on CANVAS.  Individual feedback will be available only after results are released by registry in February 2023.

Learning outcomes

The assignment will evaluate your performance overall on the course against the following course learning objectives and course content.

  • Depth of understanding of the features, boundaries, conventions, and terminology associated with the customer experience. Specifically, you need to demonstrate a critical understanding of scenario planning and customer journey mapping.
  • Knowledge of the strategic importance of digital customer experience, Specifically the insight that can be gained from understanding the customer journey.
  • The use of market reports to provide evidence for your insights. Specifically, the use of MINTEL and other sources of information to generate customer insight
  • How to draw on your own personal observations to generate unique solutions. Specifically, your ability to creatively draw together a range of information and make realistic recommendations.
  • Your ability to write and think critically.


Rumage CEO Jo Spolton loved your ideas and is now interested in how she might use scenario mapping and customer journey techniques to spark some communications ideas for Rumage.com.  She would like you to develop a scenario map for the task of buying from Rummage for the persona of Chloe (see Appendix 1 of this brief.  You are also asked to complete customer journey map for your task scenario.  Finally you are required to recommend one ideas for promotion that would be suitable for targeting Chloe. Your ideas should follow logically from the scenario and journey map.

You must present your work as a business report using headings as set out in Table1.

Recommended Reading:

·         Market reports by Mintel on Fashion, Vintage clothes, and Sustainability and also reports on Digital Technology and Mobile App use.  These are available through the HW library database.

·         You might like to search the library for similar information on customer behaviour as you did for coursework 1 but also expand your search to include terms such as customer experience, customer journey mapping. You should also look for articles on website/app promotion, search engine optimisation and website/app quality .  For example

o   Hamilton R, Ferraro R, Haws KL, Mukhopadhyay A. Traveling with Companions: The Social Customer Journey. Journal of Marketing. 2021;85(1):68-92. doi:10.1177/0022242920908227


TITLE PAGE with Matric and/or name, course code C11DX, and word count. There is no need to provide a content page to the business report.  You can use additional sub-headings i.e. 1.1 etc if you wish.
1.      Introduction –   briefly gives the aim and structure (one or two sentences!).
2.      Completed Task Scenario Demonstrating your ability to creatively select information to present a unique solution for the client
3.      Critical Discussion of Task Scenario A critical narrative explaining the choices you made when designing the scenario This should demonstrate your use of market reports and other sources of information
4.      Completed Customer Journey Map   Demonstrating your ability to creatively select information to present a unique solution for the client
5.      Critical Discussion of Customer Journey Map A critical narrative explaining the choices you made when designing the journey map. This should demonstrate your use of market reports and other sources of information
6.      Promotion Recommendations: Recommendation for promotion activity that will persuade Chloe to buy from Rummage. Promotion activity might be the identification of key search terms in content to achieve a search engine listing, developing a transmedia campaigns, targeted email messages etc.  You should provide depth and detail for one idea that you consider the most appropriate and logical based on the preceding sections.
7.      References Not included in word count

Provide 10 appropriate references as a minimum that are used clearly and appropriately in the report using Harvard in-text referencing.  References should be listed in alphabetical order. No Bibliography is required.   Make sure you show that you have engaged in course reading. Higher marks may be achieved by using Google Scholar and the Library Discovery tool to show you can meaningfully move beyond set sources.

Appendices Included in word count

You can put figures and graphs in the appendices but do not put in endless screenshots or full print-outs of reports. When you place material in the appendix you need to discuss it in the main report.

TABLE 2  MARKING RUBRIC – Ensure your word count matches the mark allocation!

Section Possible  Marks
Structure Spelling and Grammar:

Includes use of report format. Submitting work that is 3,300 words MAX. Students need to have adhered to the report format as set out in brief. Marks will be deducted for universally poor grammar and widespread spelling errors. Marks will also be deducted here for incorrect use of Appendices.

1.      Introduction

There are no marks awarded for this section

2.      Scenario Map

The scenario template supplied by the course should be used. Task scenario marks are awarded based on completeness and logical connections between sections and with the persona.  There are four phases: motivator, intent, action and resolution. The Motivator is the key prompt for the action i.e an event or a recognition of need. The Intent is what the persona sees as being a possible solution, the actions are a rough sketch of the stages – these will be expanded when developing the customer journey. The resolution should be the end state that the persona reaches. The columns detail what the persona is thinking (cognition) and feeling (affective response). The questions and ideas/comments are those of the student and will feed into the ideas to help section of the Customer Journey Map.

3.      Critical Discussion  

In addition to the completed scenario students will supply a critical narrative explaining the evidence that supports each section i.e. statistical reports (MINTEL), websites and academic articles showing evidence of independent research. There should be a clear connection between the critical narrative and the scenario sections/ information.

4.      Completed Customer Journey Map

The journey map template supplied by the course should be used. Marks are awarded based on completeness and logical connections between sections and with the scenario and the persona.  There are 12 rows which need to be completed. Students should make use of the template with definitions on CANVAS which was also used in the workshops.  The Steps should link back to the scenario and adequately reflect the stages. The Storyboard should show a good selection of images from the persona viewpoint but not every box needs to be completed. The use of device should reflect the Technology behaviour in the persona. The pain points are problems that the customer faces these may reflect problem points of decision making  as detailed in the persona. The emotional journey can be given in emojis or a graph or as text. The social interactions should reflect the influences of others as set out in the persona. Finally, the ideas to help are those of the student and can draw on course content as well as the experiential or traditional marketing mix. Ideas to help should be linked to painpoints/ moments of truth and make sense in terms of the task scenario map and the persona..

5.      Critical Discussion  

In addition to the completed journey map students will supply a critical narrative explaining the evidence that supports each section i.e. statistical reports (MINTEL), websites and of academic articles showing evidence of independent research. There should be a clear connection between the critical narrative and the customer journey map.

6.      Promotion Idea

There should be ONE idea for promotion. This section is testing selectivity and ability to justify selection.  There should be an appropriate idea presented that is logically linked to the persona, scenario, and journey map. There will be citation to support choice of idea that demonstrates wider reading.

7.       REFERENCES: Accurate Harvard style citation of MIN 10 appropriate academic references. References should be listed in alphabetical order. No Bibliography needed 10
APPENDIX: If appropriate the appendices can contain figures and graphs or sharepoint links to projective research, but not endless screenshots or full print-outs of reports. All material in the appendix should be referred to in the main report. Misuse will result in a potential reduction of 5 marks. 0
Total 100


You have a range of ways of accessing the teaching team online.  Remember that we teach several courses not just C11DX so please be realistic in your expectations of the interval between question and reply and bear in mind that we are not working 24/7.

You can e-mail your question or post on the discussion board. The discussion board will be on CANVAS and previously students have found to be extremely useful.  If you email us for a meeting we will suggest suitable times for meeting using TEAMS.

There will be time in the lecture and the workshop for you to ask questions but please make sure you read overall all supporting materials i.e. this brief, the course handbook etc.


  • Make sure you read your formative feedback and ask questions on how to improve your work.
  • Make sure that you read and follow instructions carefully. Ask questions if you are do not understand. Marks will be lost if you skip sections or introduce material that is not relevant.
  • Make full use of Heriot Watt Study Skills resources, you need to both understand facts and learn how to present a critical argument.
  • Do make sure that you demonstrate evidence you have engaged with, and understand, the course content. Make sure you use the lecture slides/textbooks and reading list before going off to do your own literature search. The reading list provided in this module is extensive and readings are chosen each year to help with the coursework brief.  We pick the reading so that if you engage with the reading, you will be able to answer questions fully.
  • Always proof-read and check the logical flow of your work. In this coursework it is important to pay particular attention to how different sections link together.  Weaker essays tend to treat each section as a separate question and do not think about the overall argument that is being presented.
  • Ensure you stick to word count: After the word limit, we will stop marking as it is not fair on other students.  It is very clear to those marking that they are taking longer to read one assignment compared to the other so do not be tempted to misrepresent the word count.  To ensure that you are not wasting word count due to your writing style.  Visit this online resource http://writetodone.com/trouble-sticking-to-your-word-count-try-these-editing-tricks/  Equally if your work is coming in way under the word count check to see if you are fully addressing the question and backing up your points with illustration, supporting and counter evidence.  Visit this online resource  http://www.bbc.co.uk/guides/z8ntqhv
  • We have given an example of the assessment last year BUT THIS YEAR WE HAVE CHANGED THE ASSIGNMENT QUESTION




Grade Content/



and accuracy

Citation –

use of academic sources

Citation –

use of industry examples

Structure, spelling and grammar
90-100 Exceptional Answer

that shows detailed knowledge and extensive criticality. A complex and well founded argument is given.

Fully addresses the question and 100% accurate


Exceptional use of appropriate citation showing detailed independent scholarship. Exceptional use of industry practice research to extend and illustrate points. Error free.  Structure is perfectly matched to the needs of the argument.
80-100 Outstanding answer that shows detailed knowledge of content.

Will take a critical approach and present`1 a sophisticated argument.

Fully addresses the question and 100% accurate


Outstanding and accurate use of appropriate citation to support claims.

Extensive evidence of students independent research

Excellent evidence of independent research into industry practice

Accurate and appropriate application to question

Error free.

Very well structured.

70-79 Excellent knowledge of content.

A critical approach is taken and a good argument is presented.

Fully addresses the question but not as comprehensive as 80+ answer.


Excellent and accurate use of appropriate citation to support claims

Some but not extensive evidence of students independent research

Very Good evidence of independent research into industry practice

Accurate and appropriate application to question

One or two minor errors


60-69 Good knowledge.

A critical approach is taken and some argument is presented but fails to fully develop debate.

Address the question but some very small gaps in information presented.


Supports claims by reference to relevant literature but could show a deeper knowledge of source material.

Limited evidence of independent research

Good evidence of independent research into industry practice

Good but limited application to question

Several (3-5) minor errors

Some problems with structure

50-59 Solid attempt at answer showing fair knowledge

Tendency to description but work is accurate.

Broadly addresses question and there are some gaps in information


Tendency to make claims without adequate citation and some inaccuracy and inappropriate sources


Very limited evidence of independent research

Solid evidence of independent research into industry practice

Solid but descriptive application to question

Widespread (5+) minor errors.

Loose structure  – Relationships between statements are hard to follow in places

40-49 Basic knowledge with clear gaps in understanding

Tendency to reproduce and describe.

Does not fully address the question and several sections are inaccurate Makes poor use of citation and widespread inaccuracy. References from inappropriate sources. No evidence of independent research Basic evidence of independent research into industry practice

Basic and descriptive application to question

Several errors –and one or two major

Weak structure – lacks a clear framework

35-39 Poor but some knowledge

Widespread reproduction and description

Limited attempt to answer the question with widespread inaccuracy Limited use of citation (3-5 cites) and widespread inaccuracy/irrelevance. No evidence of independent research Limited evidence of independent research into industry practice

Poor application to question

Widespread errors

Very weak structure – statements tend to repetition

0-34 Very poor or no knowledge

No attempt at critical discussion

Content is only loosely associated with the question.


Very limited or no use of citation and widespread inaccuracy/irrelevance.

No evidence of independent research

No evidence of independent research into industry practice

No attempt to link content to practice in answer

Widespread errors

No apparent structure to argument



Appendix 1 Chloe Persona                                            Strategic Focus: To increase active customers at middle of funnel


NAME: Chloe



“I sure love sorting out my life – said no one ever”


KEYWORDS: Ethical, Practical, Seeking Convenience,  Aspirational.




·         Agrees that individual behaviour can make a positive difference

·         Believes retailers should be responsible


·         Is motivated by the thought of gaining a future life that she is working for i.e. security in house ownership and diminishing the impact of climate change.

Benefits Sought

·         Is attracted to product offerings that offer convenience and time saving.  She is a big fan of “life hacks”.

Influences of Others

·         Is a follower of several influencers in particular she values the opinions of celebrity entrepreneurs such as Victoria Beckham.


·         Is very busy, she is studying for a professional qualification in life coaching as she would like to own her own business.

·         Likes spending weekends away in the country with her partner

·         Seeks value but also some luxury, she likes to be able to take photos to share on Instagram and to look back on.


Key Device (s)

·         Uses her Smart phone for everything but where this is not possible she uses her Laptop.

Hours online/social media

·         Spends on average 7 hours a day on her phone (more at weekends).

·         She watches content on her phone as well as using apps to shop for food and clothes.

·         Spends on average  3 hours per day  on social media per day split between different networks.

Platforms used most intensively

·         Mainly uses Instagram to post content, she chats to friends using Whats App and she is addicted to TiKTok for viewing content and getting information.



Age/Cohort: 24 (Gen Z) 

Gender: Female

Education: MSc

Location:  Edinburgh

Occupation/ Salary:  HR Manager / £39,494

Household: Co-habiting with Partner

Property:  Rented Flat.

Income/Socio-Economic Class: AB



·         Since 2021 has been spending more on online fashion shopping

·         Prefers designer/ luxury brands

·         Will purchase “pre-loved”

·         Tries to recycle all packaging using kerbside collection and donation.

·         Familiar with purchasing items online from both High Street retailers and also online only stores such as ASOS.



Purchase Goals/Frustrations

·         Would like to buy recycled items but finds it too time consuming to search for what she needs compared to other stores

Technology Goals/Frustrations

·         Would like online shopping to be more entertaining and provide better deals

Critical Narrative:

Identification: Following the recommendation of Schall (2020) I have selected the name “Chloe” as this is the most popular girls name in 1998. The photo matches this persona of a young professional, showing Sophie outside in the Scottish countryside.  Keywords of: ethical, practical, seeking convenience and aspirational, have been chosen based on the research detailed below.

Profile information is determined based on the age profiles of those engage in sustainable behaviours.  Ceron (2021) reports that it is the most affluent consumers (AB) that are most concerned about sustainability. AB social grades are those in high or intermediate managerial or professional occupations (Ipsos Media, 2009).  According to Catalyst.org (2019), in senior leadership roles women are in the majority among Human Resources Directors (63.3%) and the average salary for a HR Manager is £39,494 according to Payscale.com (2021).  In the UK the average age of the first time buyer is 34 therefore Chloe is renting (Haqqi 2020).

Psychological Information  According to Ceron (2021), there has been an increase in the importance that consumers place in sustainable fashion and that majority of consumers (56%) believe that individual behaviour can make a positive difference.  There is also a sizeable proportion (45%) of consumers that believe that retailers should act responsibly, this is particularly important for designer/luxury brands due to the wealth of those most interested in sustainability.

Consumption Behaviour   There are trends reported in online shopping and also the purchase and resale of unwanted fashion items with 47% of women having purchased pre-loved items in the last 12 months (Ceron, 2021). Although in the wider marketplace charity shop giving dominates with 65% having donated versus 35% sold, younger consumers (52% of Younger Millennials) will sell online.

Technology Behaviour According to Birch (2022) for Generation Z 96% of smartphone/tablet owners use messaging and social media apps daily.  The pandemic meant that shopping apps (particularly food and grocery) became the preferred method of purchase amongst younger consumers and that this behaviour is continuing (Birch 2022).   Statista (2022) report that “according to a global survey conducted in 2021, respondents who belonged to Generation Z reported spending on average three hours per day on social media.”

Key Goals/Frustrations

According to Ceron (2021) there is considerable interest in purchasing pre-loved items and in particular 21% of consumers are interested in renting clothing for specific lifestages (workwear, maternity wear, ski-wear). As Chloe is a time poor the assumption is that she is frustrated by the time it takes to buy online, particularly as online second hand stores are hard to search.  In addition, Chloe would like the online purchasing process to be fun, as Gen Z shoppers gain online shopping value from enjoyment, learning and deal-hunting (Agrawal 2022).


Agrawal, D.K. (2022), “Determining behavioural differences of Y and Z generational cohorts in online shopping”, International Journal of Retail & Distribution Management, Vol. 50 No. 7, pp. 880-895

Birch J. (2022), Mobile Device Apps – Uk_ 2022, Mintel Report,  Online at https://reports-mintel-com.ezproxy1.hw.ac.uk/display/1102651/?fromSearch=%3Ffreetext%3Dmobile%2520apps%26resultPosition%3D1 [Accessed 1st October 2022]

Catalyst.org (2019) Workplaces that work for Women. https://www.catalyst.org/research/women-in-the-workforce-uk/ [Accessed 20th Sept 2021)].

Ceron, T. S. (2021) Fashion Sustainability in the UK, MINTEL Report, Online at https://reports-mintel-com.ezproxy1.hw.ac.uk/display/1049485/?fromSearch=%3Ffreetext%3Dsustainable%2520fashion [Accessed 20th Sept 2021]

Haqqi, S. (2020), “Age of First Time Buyer”, Online at https://www.money.co.uk/guides/first-time-buyers-around-the-world, [Accessed 20th Sept, 2021].

Ipsos Media (2009), Social Grade: A Classification Tool, Online at https://www.ipsos.com/sites/default/files/publication/6800-03/MediaCT_thoughtpiece_Social_Grade_July09_V3_WEB.pdf [Accessed 20th Sept 2021].

Payscale.com (2021), MSc Jobs by Salary https://www.payscale.com/research/UK/Degree=Master_of_Science_(MS)/Salary [Accessed 20th Sept 2021).

Schall, A. (2020), “Whats in a Name? How to Select a Name for your Personas “  Online at https://www.uxbooth.com/articles/whats-in-a-name-how-to-select-a-name-for-your-persona/[Accessed 20th Sept 2021].

Statista (2023), Average amount of hours spent per day on social media worldwide as of November 2021 by Generation. Online at https://www.statista.com/statistics/1314973/global-daily-time-spent-on-social-media-networks-generation/#:~:text=According%20to%20a%20global%20survey,day%20on%20online%20social%20platforms. [Accessed 1st October 2022]