CHANGEJAR Journey Path

Gabe’s journey using a new mobile cash platform for the first time.By: Dom Camps

Step One: Motivation• Emotion: Frustration

• Gabe is frustrated with the inconvenience of loose change• Though credit cards are far more

convenient, Gabe feels a bit guilty using them at his favourite coffee shops every day, because he knows that they hurt business.

Step Two: Investigation• Emotion: Intrigue, excitement

• Gabe notices marketing collateral for ChangeJar in his neighborhood and at the cash at the café.• He researches the ChangeJar website.• Encouraged, he downloads the app

from the Google Play store.

Step Three: Installation• Emotion: Overwhelmed

• After downloading the app, Gabe opens it, and skips over the How-To onboarding screens.• Though the app is quite simple, it is a different

interface from other banking and payment apps. • Confused and dejected, Gabe is left starting at

the zero dollar balance in the app.

Step Four: Reward• Emotion: Joy

• In the café, Gabe receives a ChangeJar coupon promising a free coffee.• He follows the directions, scanning

the QR code.• Immediately he receives a message:

You have received a reward!• $3.50 is now in his ChangeJar.

Step Five: First transaction• Emotion: Satisfaction

• With renewed excitement about the app, Gabe decides to pay for his next coffee using ChangeJar.• Though Gabe was briefly uncomfortable to ask to

pay with ChangeJar, the barista at cash is pleased to see him using the app to pay for the $3.05 purchase.• The transaction goes smoothly and quickly:

• He requests to pay with ChangeJar, and the barista effortlessly scans the code on his phone.

Step Six: Tipping• Emotion: Gratification

• After a pleasant transaction experience, Gabe is prompted by the app to tip the barista. • Gabe receives his coffee, made exactly the

way he likes it, and decides to send a $1.00 tip.

Epilogue: • When first using the app, Gabe experienced a certain amount of

apprehension as a result of using a new technology to deal with something as important as money. • His first proper in-app experience and transaction proved to be a

pivotal moment: • the joy of receiving an reward (and getting rid of the zero dollar balance)• the gratification of using a payment method that is not only more convenient

for him, but that helps his favourite coffee shop.

• Encouraged and satisfied, Gabe plans to continue using ChangeJar to pay for his coffees.

Citation:• All images courtesy of ChangeJar.