This project seeks to enlighten Whole Foods, the proposed client, with three factors, childhood, external and corporate, that shape their customers’ decision-making processes. The objective of Whole Foods was to branch out into selling food-related lifestyle products and to be perceived as more than a food company. After analyzing a transcript of five moms conversing about their purchasing habits, it was critical to communicate their customers thinking when making purchases. The goal was to change the organization’s mindset and help them reconsider targeting products to customers. The map is a metaphor of the customer’s journey regarding their purchasing habits.

Designers : Nigencia James

Course : Strategic Communication/Communication in the Planning Process

Instructor : Ruth Schmidt