Customer Journey & Lifecycle
Stage 1: Awareness
Goal: Discover the Clinical Trial Navigator
Emotions: 🤔 Curious, 😐 Skeptical
Touchpoints: Healthcare forums, Google search, Social media ads
User Actions: Searches for "clinical trials for [condition]", clicks on ads, reads forum recommendations
Thoughts: "I'm overwhelmed by the options", "Is this a real service?"
Pain Points: Too many complex options, lack of understanding of eligibility
Delight Opportunities: Clear, simple ad copy, testimonials from other patients
Stage 2: Interest
Goal: Understand how the platform works
Emotions: 🧐 Interested, 🤔 Confused
Touchpoints: Landing page, demo video, FAQs
User Actions: Visits the website, watches a demo video, reads about features
Thoughts: "How does it translate medical jargon?", "Can it really match me to trials?"
Pain Points: Unclear value proposition, technical language
Delight Opportunities: Plain language summaries, interactive walkthroughs
Stage 3: Consideration
Goal: Evaluate the platform against alternatives
Emotions: 🤔 Analytical, 😕 Hesitant
Touchpoints: Comparison articles, user reviews, pricing page
User Actions: Reads comparisons with ClinicalTrials.gov, checks reviews, evaluates pricing
Thoughts: "Is it worth the subscription?", "How does it compare to other tools?"
Pain Points: Unclear differentiation, concerns about cost
Delight Opportunities: Clear value differentiation, free trial offer
Stage 4: Trial
Goal: Sign up for a free trial
Emotions: 🤔 Hopeful, 😐 Cautious
Touchpoints: Signup page, onboarding flow
User Actions: Enters basic information, starts using the platform
Thoughts: "Will I find relevant trials?", "Is the process easy?"
Pain Points: Complicated signup process, initial confusion
Delight Opportunities: Streamlined signup, guided onboarding
Stage 5: Activation
Goal: Experience the first successful trial match
Emotions: 🤩 Excited, 😊 Relieved
Touchpoints: Smart Matching Engine, Patient Briefs
User Actions: Inputs health data, receives match results
Thoughts: "This is exactly what I was looking for!", "I can finally understand these trials"
Pain Points: Inaccurate matches, unclear results
Delight Opportunities: High match accuracy, clear explanations
Stage 6: Engagement
Goal: Regularly use the platform for trial tracking
Emotions: 😊 Comfortable, 🧐 Engaged
Touchpoints: Trial Tracker Dashboard, Notifications
User Actions: Saves trials, updates status, receives notifications
Thoughts: "This keeps everything organized", "I'm glad to stay informed"
Pain Points: Missing notifications, cluttered interface
Delight Opportunities: Customizable alerts, intuitive UI
Stage 7: Retention
Goal: Continue using the platform long-term
Emotions: 😊 Satisfied, 🤔 Reflective
Touchpoints: Premium features, Customer support
User Actions: Considers upgrading to premium, contacts support for help
Thoughts: "I've found so many trials", "Maybe I need more features"
Pain Points: Feature limitations, occasional bugs
Delight Opportunities: Regular feature updates, responsive support
Stage 8: Expansion
Goal: Upgrade to premium for additional features
Emotions: 🤔 Interested, 😊 Confident
Touchpoints: Premium pricing page, feature comparison
User Actions: Evaluates premium benefits, decides to upgrade
Thoughts: "These features could be really useful", "I trust this platform"
Pain Points: Unclear value of premium, cost concerns
Delight Opportunities: Clear premium benefits, flexible payment options
Stage 9: Advocacy
Goal: Recommend the platform to others
Emotions: 😊 Satisfied, 🤩 Excited
Touchpoints: Social media, word of mouth, referral program
User Actions: Shares positive experiences, refers friends
Thoughts: "This could help my friend too", "I'm glad I found this tool"
Pain Points: Lack of incentives, difficulty sharing
Delight Opportunities: Referral rewards, easy sharing options
Emotional Journey Curve
Emotion
High
🤩 Activation
😊 Engagement
Medium
🧐 Interest
😕 Consideration
Low
🤔 Awareness
😐 Trial
─────────────────────────────────────────────────────────────
Awareness Interest Consideration Trial Activation Engagement Retention Expansion Advocacy
Activation Journey (Critical Path)
| Step | Action | Target Time | Conversion Goal |
|---|---|---|---|
| 1 | Sign up | < 2 min | 100% |
| 2 | Input health data | < 5 min | 90% |
| 3 | Receive first match | < 10 min | 80% |
Time to Activation Target: < 15 minutes from signup
Activation Rate Target: 60%+ of signups reach activation
Retention Mechanics
Natural Return Triggers:
- New health condition
- Change in trial status
- Regular reminders
Engineered Return Triggers:
- Weekly insights email
- Feature updates notification
- Referral program incentives
Expansion Opportunities
Upsell Triggers:
- Hitting free plan limits
- Need for advanced trial search
- Access to premium support
Cross-Sell Opportunities:
- Integration with healthcare apps
- Consultation services for trial participation
Advocacy & Referral Journey
Advocacy Stages:
- Passive Satisfaction
- Active Satisfaction
- Organic Advocacy
- Incentivized Advocacy
- Community Leadership
Referral Program Design:
- Trigger: After successful trial match
- Ask: "Share this tool with someone who might benefit"
- Referrer Reward: 1 month free
- Referee Reward: 20% off first month
Journey Metrics Dashboard
| Stage | Primary Metric | Secondary Metrics | Target |
|---|---|---|---|
| Awareness | Impressions | CTR, traffic sources | 10K/mo |
| Interest | Time on page | Video views, scroll depth | >60s avg |
| Activation | Activation rate | Time to activate | 60%+ |