Definition of user requirements via customer journey maps and personas

Customer journey maps and personas are used for a better understanding of the users and for the development of solutions.

Based on a context analysis or other user research methods, we have derived personas and customer journey maps in various projects. A persona as a fictional but realistic representation of a typical user with his or her needs, fears and goals helps the whole development team to gain a common understanding about users and therefore to develop in a more user-centered way. Personas are also helpful in defining suitable tasks for usability testing.

A customer journey map, as a visualization of the process a person goes through to reach a certain goal, or as a description of the entire experience with all touchpoints, helps the entire development team to better understand the user or customer needs and to address them. Personas and customer journey maps have also been used in our projects to derive requirements and therefore develop solutions for products or services.

Personas and customer journey maps are helpful tools to get a common understanding of project goals and user needs and behaviors. Other tools such as scenarios, story boards, or empathy maps can be used as needed. Some tools can also be helpful for deriving user requirements or for evaluating solutions.