Valuable thoughts on persona and customer journey analysis!


Understanding your customer’s experience is the first step in creating solutions that provide lasting value. The use of systematic, visual representations can expose previously unseen opportunities for growth. Broadly, the activity of ‚mapping experiences‘ describes a set of approaches to illustrate experiences for teams to have a common understanding.

However, many people associate mapping experiences with heavy upfront research. This need not be the case at all. In fact, the process can be completed in a matter of days.

But once complete, experience maps provide a big picture that you can align subsequent activities to, including user story mapping, design sprints, content planning, and more. They serve as a springboard into planning, experimentation and innovation.

General Process for Mapping

In my book, Mapping Experiences, I outline a general process for mapping experiences. This has four iterative modes of activity:


The final logical step is to envision future solutions, which is typically done in…

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