Archeage map exploration map2/19/2023 ![]() ![]() Given what we know about their needs, what opportunities have we we missed to make their life easier? ![]() Mapping them out can be as simple as asking:įor this kind of customer, with these primary goals, what are all the things that get in the way of success?Įxpect a flurry of responses. Usually, participants will have a reasonable sense of what those are. Understanding problems to solve – or opportunities to explore – is the beginning of solution design. Knowing customer needs and blockers through deep research is best. When working high level during a workshop, it’s enough to know only the main things that get in their way. Those are Behavioural Archetypes! Example goals and actions of a customer buying an accountancy software product Map the barriers and missed opportunities Eventually, several kinds of customer will have been defined by their needs, behaviour and tasks. all kinds of students. Again, arrange similar items into clusters, and describe each with a name. For each group, take a few minutes and post-up all the common actions or tasks performed anyone that belongs to the parent group e.g. Example customer groups from a university faculty website design project Define goals and actions Then, come back to customer groups later. If the product is mass market – meaning that ‘everybody’ is a customer – you may get better outcomes by having participants define goals and actions first. Post-up all the suggested names, then cluster into meaningful groupings and give each group a name. These are later used for ‘mapping’ – to explore problems and opportunities for each group. What are the problems to solve (or opportunities to explore)?įacilitator’s Guide Agree on basic customer groupingsįirst, articulate a limited number of easy to understand groups.Who are the customers and what are they trying to achieve?.That can be useful – but it’s more about the organisation than the customer.Īrchetype Mapping answers critical questions very quickly: In a workshop, it’s too easy to wind up talking about market segments. Good personas aren’t created in workshops. ![]() Good ones reveal insight from research in a way that humanises the design process. That can be useful, but business process mapping is a better tool for that. It’s a similar conundrum for Personas. People talk of how customers ought to interact, not how customers actually behave. With best intentions, discussion gravitates toward the business. When you’re working with folks that aren’t close to customers, using those methods is tedious and unhelpful. Research methods like Experience Mapping and Personas need a deep understanding of customers. It’s similar, but Experience Mapping is a research method, not a workshop activity
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