Case Study
Customer Journey Map — Crocs (Class Project)
A customer journey mapping project focused on understanding how consumers move from awareness to advocacy — translating insight into an actionable map that can guide messaging, channels, and creative decisions.
Objective
Create a clear, end-to-end view of the customer experience — identifying pain points, motivations, and moments that matter — so future creative and channel strategy can be built on real consumer behavior.
Approach
- Defined the target audience and their context (needs, motivations, barriers).
- Mapped key stages: awareness → consideration → purchase → experience → loyalty/advocacy.
- Identified emotional highs/lows and friction points.
- Highlighted opportunities for messaging, creative angles, and channel activation.
PDF: Crocs Customer Journey Map
Open the final deliverable.
What this showcases
- Strategic thinking: turning research into clear stages and decisions.
- Communication: presenting insight in a format teams can actually use.
- Storytelling: connecting emotion + behavior to creative opportunities.