It is important to understand stakeholder value, which requires exploring the functional, social, and emotional dimensions that explain why stakeholders make certain choices, in order to understand why stakeholders, need certain products and services.
First, start by identifying your target customer and understanding their point of view. They are snapshots of relevant and shared characteristics in a customer group, based on user research. To avoid creating bias, it is important to focus on developing generic attributes and relevant characteristics that are related to the use of the service.
Scenarios are short stories about personas trying to achieve their goals by using the service or product in their contexts. Therefore, customer scenarios are specific to customer segments and contexts. Using a scenario-based approach, it is possible to identify ideal experiences for the scenarios that are most important to the different customer segments.
A customer journey map visualizes the service consumer’s experience. It communicates the journey and the customer’s experiences at every stage. It identifies key service interactions and, for each of these, motivations and questions.