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Customer discovery

A customer-centric, scientific process that puts evidence behind an assumed product-market fit.


Why UX outcomes make better goals than business outcomes

Business outcomes are the easy path to achieving a business goal. However, they don’t necessarily end up with a better experience for our users.

UX process User research Analytics Customer discovery

Show Your Work: How to Justify Your Decisions & Get Stakeholder Buy-In

Work effectively with stakeholders to set outcomes that create the most value for your organisation by creating solution trees, a tool that helps you explore potential paths to your desired outcome.

Customer discovery

How to create customer journey maps to optimize CX

To ensure customers have the best possible experience, it’s crucial to create user journey maps.

Customer discovery

How to create a customer journey map

Plotting out a customer’s emotional landscape by way of a Customer Journey Map, or Experience Map, along their path sheds ­­­­light on key opportunities for deepening relationships.

Customer discovery

A Closer Look at Personas - Part 1

A persona is a way to model, summarize and communicate research about people who have been observed or researched in some way.

Personas Customer discovery

Personas: benefits and best practices

Personas help to focus decisions surrounding site components by adding a layer of real-world consideration to the conversation.

Customer discovery Personas


The Persona Template

The template captures the persona’s picture and name; the persona’s details including demographics, lifestyle, and job-related information; and the persona’s goal: the benefits to be achieved or the problems to be solved, and the reason why the persona would want to use or purchase the product.

Customer discovery