Customer Journey & Lifecycle
Stage 1: Awareness
Goal: Discover SkillSwap as a solution for skill exchange
Touchpoints: HOA newsletters, community events, neighbor referrals, local Facebook groups
User Actions: Sees SkillSwap mentioned in HOA newsletter, clicks through to website
User Thoughts: "Interesting, could this help me get lawn care in exchange for piano lessons?"
Emotions: 🤔 Curious, 😐 Skeptical
Pain Points: Unclear how it works, distrust of new platforms
Opportunities: Clear value prop, testimonials from neighbors
Metrics: Impressions, CTR from newsletters
Stage 2: Interest
Goal: Understand if SkillSwap fits their needs
Touchpoints: Landing page, demo video, testimonials
User Actions: Scrolls landing page, watches demo, checks pricing
User Thoughts: "Will this work in my neighborhood?"
Emotions: Interested 🧐, Comparing options 🤔
Pain Points: Unclear if neighbors are using it
Opportunities: Show local adoption stats, neighbor testimonials
Metrics: Time on page, video completion rate
Emotional Journey Curve
Key Insights: Highlight emotional highs (first successful exchange) and lows (initial skepticism)
Activation Path
Definition: User completes first skill exchange
Steps:
- Sign up (2 minutes)
- Create skill profile (5 minutes)
- Find match (10 minutes)
- Schedule exchange (5 minutes)
- Complete exchange (1 hour)
Target: 60% activation rate
Journey Metrics Dashboard
| Stage | Primary Metric | Target |
|---|---|---|
| Awareness | Impressions | 10K/month |
| Interest | Time on page | >60 seconds |
| Activation | Activation rate | 60% |