Stage 01 Awareness |
Stage 02 Discovery |
Stage 03 Navigation |
Stage 04 Friction Peak |
Stage 05 Resolution |
|
|---|---|---|---|---|---|
| Actions | Hears about CCNP via colleague. Googles "Cisco certification study resources." Lands on CLN homepage. |
Scans homepage. Looks for "Certifications" or "CCNP" entry point. Clicks multiple nav items. |
Browses 300+ link structure. Opens 4-5 tabs. Tries to locate study materials and practice tests. |
Can't find cert path after 2 min. Gets frustrated. Nearly closes the tab. Tries search bar. |
Finds CCNA community via search. Reads a few threads. Bookmarks page. Doesn't register yet. |
| Touchpoints | Google search CLN Homepage | Global nav Hero section Featured cards | Sub-navigation Content pages Link lists | Search bar Error states Support link | Community forum Cert pages External links |
| Thinking | This looks like the official Cisco resource. I'll find everything here. |
Where's the CCNP section? This homepage doesn't tell me what to do. |
Why are there so many links? I've been clicking for 5 minutes and I'm still lost. |
I can't find anything. Is this even the right place? Maybe I'll just Google it separately. |
OK this community thread actually helped. But I had to search for it — why isn't it upfront? |
| Emotion | |||||
| Pain Points |
No clear "start here" signal on homepage
|
No cert-first navigation visible
Hero content irrelevant to task
|
300+ links with no hierarchy
Competing CTAs, no priority
|
73% couldn't find cert path in 2 min
Search returns mixed results
|
Community not linked to cert journey
No path to register or continue
|
| Opportunities |
Surface cert paths above fold immediately
|
Cert-first nav architecture
Personalized "where to start"
|
Reduce to top 6 navigation categories
Card-based scanning layout
|
Smarter search with cert context
Inline guidance on empty states
|
Integrate community into cert journey
Clear registration CTA at every exit
|