Personas & Journey Maps
The fuel and spark for that next great idea
Putting customers and their needs at the centre of product and service development is a goal many brands aspire to but few truly achieve.
To be able to intuitively shape and tailor products, services, experiences, and communications in tune with your users is a goal all brands share. But it’s not easy and many fail.
Collective sources of knowledge about the user that blend insight, empathy and inspiration are needed. When based on fresh research with authentic users, Personas and Journey Maps can be the springboard that inspires your team to create that next great product, service and feature.
Audience & User Personas
Experience & Customer Journey Maps
Authentic
Empathetic
Actionable
Inspiring.
Eco-systems of empathy & insight
Our Personas and Journey Mapping research puts real people - their needs, mindset and behaviour - at the centre of product and service design and strategy.
We help brands see things from the perspective of the user so they can craft valued products, services, experiences or content. All in tune with the needs, mindset and behaviour of a target audience.
1. Audience & user Personas
Gather a real picture of your audience based on research, not instinct. Our research brings you closer to audiences’ lives, motivations, mindset and behaviour - distilling this into clear insights via engaging and actionable visualisations.
2. Experience & Customer Journey Maps
Build insight and empathy with the steps people take as they progress towards their goals. Our research surfaces the phases, actions, mindset, feelings and opportunities to create value across experiences and journeys.
Discover how our Persona and Journey mapping services can help you…
1. Audience & user Personas
A collective view of your different user and target audience groups; blending user empathy, needs, journeys and emotions. Gain empathy and actionable product and market insights that increase the pull factor for your brand.
Discover:
Rich profiles. We go beyond superficial demographic profiles to bring to life the goals, pain-points, context, behavioural bias and personalities of users.
Jobs-to-be-done. We uncover each persona’s functional, emotional and social jobs that they are looking to achieve and the relative importance of each.
Product & Brand Affinity. We identify the products and brands each Persona currently uses and highlight relative strengths, weaknesses and opportunities.
Persona-Product Fit. We establish how good a fit the persona is for the core proposition of your brand and identify strategies to increase the pull factor.
We build & map empathy. We discover what users see, hear, say and do as they seek to achieve their goals, together with associated pains and gains.
Methods used:
Ethnographic video diaries
User interviews
Profile surveys
2. Experience & Customer Journey Maps
Understanding the route that your audience takes as they try to achieve their goals is crucial if you want to become part of that journey, influence behaviour or add value for users. Our journey maps are based on rigorous research with real users and true experiences.
Journey paths. We visualise the situation, stories, touchpoints and channels as users seek to achieve their goals.
Pain-points. We help you understand the points of friction and the underserved needs that exist with current products, services and content experiences.
Emotional highs & lows. We see how users feel as they complete their journeys - the good and the bad, the opportunities to build positive brand sentiment.
Contextual triggers. We find the external and situational factors (media, brands, behavioural bias & tech) that shape decision-making and influence journeys.
Customer priorities. Identify the most important parts of the journey and where to focus investment to increase customer conversion, engagement and loyalty.
Methods used
User Interviews
Journey Audits
Video diaries
Our approach
We build insight visualisations and reports based on authentic users and rigorous research unique to your market and brand. We deliver outputs that go further - building insight, generating empathy and driving action.
Action focused
From Jobs-to-be-Done to Switching models, we incorporate a range of actionable frameworks and models to ensure outputs provide inspiration and direction for strategy, design and marketing teams.
Custom solutions
We build our projects around your specific needs, market and customers. Our team of insight experts lead the project design, management, analysis and delivery of insights.
Tech enhanced
We use ethnographic methods and the latest research technology to help brands get closer to the in-the-moment experiences and emotions of their users.
Empathy & connection
More than just a 2D summary, we augment our outputs with participant videos, photos, screenshots and diary entries to bring brands closer to their customers.
Authentic audiences
We create a real picture of your audience and their journeys based on research not instinct. All professionally screened and recruited to match your target audience profiles.
Insight Activation
Memorable and impactful research outputs are an integral part of our service at Waveform: bringing brands closer to their audiences, inspiring new ideas, providing clarity.
Senior insight consultancy
Engaging & actionable reports
Empathy building outputs
Persona & Journey map modules: Summary & pricing
Our Insight Persona and Journey Map services can be commissioned individually or as part of a wider programme of work depending on your requirements.
Full-service
All of our projects are inclusive of custom project design, project management, analysis, reporting and consultancy.
Adaptable & custom solution
We adapt our modules so they reflect the distinct needs of your market and your brand.
1. Audience & User Personas
Audience profile survey, diaries and video interviews covering Jobs-to-be-Done, Empathy Maps, Undeserved needs and how to influence behaviour:
Method: Self-completion survey, 5-day video diary, 30-minute remote video
Research content: Persona summaries, Jobs-to-be-Done, Empathy maps, Switching model, behavioural biases
No. of participants: 10+ users in your target market or current users
Outputs: A suite of engaging Personas - 5 pages per persona, incorporating relevant Jobs-to-be-Done, User stories, and Empathy maps
From £12,500
2. Experience & Customer Journey Maps
Ethnographic diary and contextual inquiry interviews to build insight and empathy with the journeys people make as they progress towards their goals:
Method: Journey audit survey, 60-minute remote video interview, Journey stories via mobile ethnography app
Research content: Key phases, actions, mindset, feelings and opportunities to fill gaps, remove pains and create positive experiences in the journey
No. of participants: 10+ users in your target market or current users
Outputs: Customised PDF A3 journey map, PowerPoint insight report, Collaborative launch workshop
From £15,000
Want to find out more? Get in touch today
Tell us a little about you and your needs or share your project brief. We’d love to hear from you.