3. Uncovering pains and gains

This section emphasizes the importance reducing uncertainty and risk for your venture by doing structured, in-depth hypothesis testing.  You will learn tools that will help you provide visual representations of your customer’s experience and refine your hypothesis.

By the end of this section you will be able to:

  • Articulate why structured tools are superior to having a simple conversation when analyzing your customer’s experience.
  • Apply the “day in the life” tool to your customer’s job.
  • Apply the “journey mapping framework” and understand when it is appropriate to use this tool over the “day in the life” tool.