How do you know it’s a real problem?

2. Analyse the data

measure twice – cut once


Review and collate research data to generate insights that talk to the moments that a customer has with the business where unmet needs or opportunity areas present themselves

Understand what the customer values and discern the difference between what the current interaction between the customer and business is and what the aspirational version of that interaction could be

• A desirability index of improvement areas
• AS IS Journey Map / Service Blueprint / Experience map,
• First Principles of the customers’ interactions


What do customers value?

Steve Portigal “Discover and act on insights about people”


Learning anything fast:



3. Establish a ‘Point of view’

(Sequence & Stakes) (Problem definition)

Determine and prioritise the moments throughout the JTBD that we’ll have the capability to impact in our customer / business interaction in order to deliver value, trust and confidence to our customers gaining / growing their loyalty

The identification of the behaviour change we are trying to implement which can be delivered as EPICS / features / JTBD refinement that are Desireable and Feasible

• HMW statements
• Refined JTBD
First principles of experience moments ie. if we do ‘x’, we’ll get ‘y’
• Create solution hypothesis – B=MAT (using ‘x’ we will create behaviour change ‘y’ which will meet the needs of our customers)
• Experience Design Principles
• TO BE Journey Map / Service Blueprint / Experience map,
• Establish Cost / Benefit baseline