the customer's mindset, needs, expectations, frustrations, and satisfaction levels as they progress through
their journey.
(emotional curves are often too subjective and meaningless)
* Touchpoints
Where does the user interact with you, identify key touchpoints with people, services, and other tools.
They represent the specific channels or points of interaction between the customer and the product or
brand. These can include website visits, social media engagement, customer support calls, and more.
Identifying touchpoints helps pinpoint where and how customers engage with the business.
(don’t include all that happens backstage, this is not a service blueprint)
* Continue filling the flow
This phrase suggests an ongoing process of documenting and analyzing the customer journey. It's essential
to keep the customer journey map dynamic and updated as new data and insights emerge.
* Identify pain points
Pain points are areas within the customer journey where customers may encounter problems, obstacles, or
frustrations. Identifying these pain points helps prioritize improvements and enhancements to the
customer experience. Use red dots to vote on the biggest pain points and describe them if needed.
(don’t create a separate row for pain points)
* Identify opportunities
Opportunities represent areas where the business can enhance the customer experience, provide value, or
create positive moments that strengthen customer relationships. Recognizing opportunities can guide
strategic decision-making and innovation efforts.
* Channels
What are the channels (optional)
5. Research
exploring user insights for innovative solutions
a) Design thinking process
, - User Persona Creation: User personas are fictional representations of typical users with specific
characteristics, needs, and behaviors. Creating user personas helps teams keep the user at the
center of the design process.
- Gather User Data: Collect quantitative and qualitative data related to user behaviors and
preferences. This data can come from surveys, analytics, and other sources to inform the design
process.
- Market Research: Teams often conduct market research to understand industry trends,
competitors, and the broader market landscape. This helps ensure that the solution aligns with
market demands and opportunities.
b) User persona creation
* Building blocks
- Picture/ illustration - Quote
- Name - Use of icons to make it easy to scan
- Demographic - Statistics
- Description/bio - Keep it relevant to the challenge
* Steps to create a persona
1) Identify stakeholders 6) Design a prototype of your persona
2) Bring relevant stakeholders together 7) Validate with research
3) Map existing/potential clients 8) Apply
4) Cluster and define important parameters 9) Evaluate over time
5) Define prior parameters and map it to the 10) Update regularly and share
persona
* dimensions
Unsorted Dimensions: Unsorted dimensions refer to the factors, variables, or considerations related to a
problem or decision that have not yet been organized or prioritized. These are typically the raw data points
or elements that need further analysis and categorization.
their journey.
(emotional curves are often too subjective and meaningless)
* Touchpoints
Where does the user interact with you, identify key touchpoints with people, services, and other tools.
They represent the specific channels or points of interaction between the customer and the product or
brand. These can include website visits, social media engagement, customer support calls, and more.
Identifying touchpoints helps pinpoint where and how customers engage with the business.
(don’t include all that happens backstage, this is not a service blueprint)
* Continue filling the flow
This phrase suggests an ongoing process of documenting and analyzing the customer journey. It's essential
to keep the customer journey map dynamic and updated as new data and insights emerge.
* Identify pain points
Pain points are areas within the customer journey where customers may encounter problems, obstacles, or
frustrations. Identifying these pain points helps prioritize improvements and enhancements to the
customer experience. Use red dots to vote on the biggest pain points and describe them if needed.
(don’t create a separate row for pain points)
* Identify opportunities
Opportunities represent areas where the business can enhance the customer experience, provide value, or
create positive moments that strengthen customer relationships. Recognizing opportunities can guide
strategic decision-making and innovation efforts.
* Channels
What are the channels (optional)
5. Research
exploring user insights for innovative solutions
a) Design thinking process
, - User Persona Creation: User personas are fictional representations of typical users with specific
characteristics, needs, and behaviors. Creating user personas helps teams keep the user at the
center of the design process.
- Gather User Data: Collect quantitative and qualitative data related to user behaviors and
preferences. This data can come from surveys, analytics, and other sources to inform the design
process.
- Market Research: Teams often conduct market research to understand industry trends,
competitors, and the broader market landscape. This helps ensure that the solution aligns with
market demands and opportunities.
b) User persona creation
* Building blocks
- Picture/ illustration - Quote
- Name - Use of icons to make it easy to scan
- Demographic - Statistics
- Description/bio - Keep it relevant to the challenge
* Steps to create a persona
1) Identify stakeholders 6) Design a prototype of your persona
2) Bring relevant stakeholders together 7) Validate with research
3) Map existing/potential clients 8) Apply
4) Cluster and define important parameters 9) Evaluate over time
5) Define prior parameters and map it to the 10) Update regularly and share
persona
* dimensions
Unsorted Dimensions: Unsorted dimensions refer to the factors, variables, or considerations related to a
problem or decision that have not yet been organized or prioritized. These are typically the raw data points
or elements that need further analysis and categorization.
