22Heart Journey

Describe the optimal customer journey and user experience with a Journey Map and discover the Moments of Truth.


The e-mail to me said, “It’s been a month since the last update to your shareholders. Click here to go to your account and then choose Add Update.”

I clicked on the link in the message to arrive on the crowdfunding platform, but I didn’t see any button that said, “Add Update.” I checked all the menus and I performed a search on the web page. There was no Add Update anywhere. Slightly frustrated, I clicked on the Help link, which launched the online support.

“How can I help?” something invisible asked me.

I answered, “I received an e-mail from you reminding me to send an update to my investors. Your e-mail says Add Update, but when I click on the link, I cannot find this feature anywhere on the website.”

“Okay,” the reply said, “If you want to read updates from a crowdfunding campaign, you must go to the My Investments page.”

“No *&^%#, I don’t want to *read* updates. I want to *add* an update. I am not an investor, I am a startup founder.”

There was no further reply from online help. My profanity had probably shocked the bot. One hour later, I received an e-mail asking me to rate my satisfaction with online support on a scale of 1 to 10, and I thought to myself, “WTF?”


Customers can be annoyingly demanding. They want their experiences with your ...

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