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Once upon a time, I fathered a wonderful girl who, at this time of writing, is four years old. My daughter’s favorite Disney movie is Cinderella. If we flash-forward to the ending of the story, Prince Charming wants to marry the unidentified maiden he met at the Grand Ball. Unfortunately, she leaves in haste before he learns her name. His only clue to her identity is that she leaves behind one glass slipper. The next day, the King sets the Duke on a mission to have the slipper fitted on every girl in the Kingdom. And of course, when the Duke places it on Cinderella’s foot, it fits perfectly!

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Cinderella (1950), a Walt Disney Production

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You will create innovative solutions if you first develop a deep understanding of your target customers (see Part 1 – Personas). Note that I use the plural “customers” because your solution should never be one-size fits all. In fact, one way to gain empathy for your customers is by developing a customer journey map.

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Nielsen Norman Group

A customer journey map is a visual artifact representing the customer’s perspective of what their experience is like with you, the organization. This does not reflect the organization’s perspective. Rather, it is what I call an “empathy artifact” – a tool to reflect the voice of the customer. Empathy artifacts lead to businesses solving the right problem the right way, significantly increasing their return on investment for upfront costs.

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