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Understanding Client's Customer - Coggle Diagram
Understanding Client's Customer
Empathy Map
Step 1 - Personas
B2C
What's their role/what are their daily activities?
What are their goals in life that relate to your business?
What are their main challenges in relation to your business
What is their personal background?
Give them a name
Now it's time to become that person
B2B
In what kind of organization do they work?
What's their role / What is their job description?
What are their main challenges in relation to your business?
Give them a name
Now it's time to become that person
Step 2: List topics
B2C
What are their personal aspirations?
What do they say about this product in public/in private? Why the difference?
What are their fears and worries?
What are their aspirations?
Do they love or hate what they do?
What do they feel about using your product or an alternative?
B2B
What are their personal aspirations? What does their company want?
What do they say about this product at home/in the company? why the difference?
What are their fears and worries?
Do they love or hate what they do?
What do they feel about using your product or an alternative?
Step 3: Pains & Gains
B2B
What frustrates them about the current situation/the current way of doing things?
What is their worst fear? What do they surely have to avoid?
Why are they so worried about this fear?
What could they personally gain from engagement with you? What about their business? Who gains most?
What are their professional life ambition? and Why? What would it mean for them?
B2C
What frustrates them about the current situation/the current way of doing things?
What is their worst fear? What do they surely have to avoid?
Why are they so worried about this fear?
What could they personally gain from engagement with you? Is the product/service being bought for someone else? What's their ultimate dream? And Why? What would it mean for them?
Empathy Maps – Seek out Key Insights on the Customer
1. Customer jobs
(Describe the things that your customers are trying to get done)
Functional jobs
Specific task or problem (e.g. eat healthy, find food, enjoy a trip)
Social Jobs
How does the customer want to be perceived (e.g. trendy,
competent, eco-friendly, powerful)
Personal/ emotional Jobs
Which emotional state is the customer looking for (e.g. bliss,
security, calm)
Supporting Jobs
Value buyer: compare offers, make decisions, wait in line, take delivery
Value co-creator: posting reviews, feedback, user-inspired innovation
Value transferrer: end of life (e.g. cancel the subscription, dispose of a product, reselling)
2. Customer Pains
(what are things that
annoy your customer before, during,
and after trying to get a job done – or
prevent them from getting a job done)
Pains have the same
dimensions as jobs (function, social, emotional, ancillary) and consist of:
Obstacle: What is preventing the customer from getting started, slowing them down, making their job harder/impossible
Risk: What could go wrong, what could negative consequences be?
How severe is the pain?
3. Customer Gains
(Describe the outcomes and benefits your customer want (needs and unexpected gains)
Required Gains
An essential or indispensable condition: No solution can work without these
What is considered "required" can evolve over time
Expected gains
Basic expectations may solutions should meet
Desired gains
"loves-to-haves" -> customers can typically imagine those
Unexpected gains
Dive deep to address users' latent (only subconsciously known) desires