You’ll start by deciding which journey(s) your initiative will focus on. In order to gain buy-in and confirm that focus, you’ll get input from key stakeholders and create a project plan that outlines key tasks, dates, and deliverables.

FOCUS tools & templates include 2 Word docs and 1 Excel spreadsheet.

Soon after, you’ll conduct an internal hypothesis mapping session with a group of cross-functional employees. The session will aggregate employees’ working knowledge and assumptions about the journey(s) you’ve selected and help you prioritize the questions about the experience that you want to explore with customers.

HYPOTHESIZE tools & templates include 5 Word docs and 2 PowerPoint presentations.

You’ll use the outputs from the hypothesis mapping session as the starting point for planning customer research, in which you’ll get the chance to validate (or rather, invalidate) those hypotheses. You’ll choose a research methodology that will effectively surface crucial customer insights, customize interview guides, decide which stakeholders from your organization to include, and manage research logistics.

Time to get customers on board! In this phase you’ll define a recruiting and compensation strategy, then screen potential attendees to ensure your research is filled with collaborative, conversational customers.

Your planning and preparation will culminate in the opportunity to test your hypotheses, uncover deep insights about customers’ needs and expectations, and co-create ideas for improvement with your customers.

After your customer research, you’ll analyze the artifacts and notes, then craft actionable journey maps that you can share throughout your organization.