Direct-to-consumer ecommerce · United Kingdom and Ireland

Personal Purchase-Confidence Officer

standard research
01

Emotional Job

What does the customer want to feel?
Emotional job statementModerate

Escape the low-grade dread of ordering something that will disappoint, and feel like a smart buyer rather than a gullible one.

Customers describe this as 'I want it to be easy'. The underlying job is avoidance of self-blame.

02

Responsibilities & Outcomes

Responsibilities
  • Reduce pre-purchase second-guessing
  • Make the risk of being wrong feel recoverable
  • Make the decision feel deliberate, not impulsive
Desired outcomes
  • No regret after arrival
  • No anxiety while waiting for delivery
  • Feeling of having chosen well
03

Pain Points & Success Criteria

Pain points
  • Fear of wasting money on the wrong item
  • Dread of the returns process
  • Shame at impulse buying
Success criteria
  • Happy on unboxing
  • Did not check the tracking obsessively
  • Would tell someone about the purchase
04

How the Customer Grades the Employee

Emotional performance
  • Was I happy when I opened it?
  • Did I second-guess the order while waiting?
  • Do I regret spending this?
05

Why Employees Get Promoted

Emotional promotion factors
  • Support resolved an issue without argument
  • Packaging felt considered
  • No pressure tactics anywhere in the funnel