We did individual journey maps in order to further define our target audience.
Tom, Mechanic
Going to the hardware store to grab a new tool
Leaves mechanics workshop - mentally preparing the route in his head, has the end goal in mind, focussed
Walks to the hardware store - striding purposefully, dodging people who are slower than him, brisk pace, dodges between cars stopped at the lights
Walks back - long strides, checking the time every few minutes, jaywalks to cut time
Cindy, Countdown service desk
Taking a lunch break
Leaves work - Slowly checks phone as she leaves, with bag of food from Countdown in hand, no aim of where to be
Walks along the pavement - slowly, looking around at the shops, people weaving around her
Window shops - stopping sporadically to look at clothes and items in the windows, wanders in and out of a few shops
Sits in the park to eat lunch - Finds a close park, sits down to eat. People watches, texts friends on phone, sits in the sunshine
Returns to work quickly, a little late because of her daydreaming
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