Personas & Journey Maps

The fuel for that next great idea

Our Personas and Journey Mapping research puts real people - their needs, mindset and behaviour - at the centre of product and service design and strategy. More than just simple illustrations, our research-defined approach creates ecosystems of insight to inspire and guide.

We help brands see things from the perspective of the user so they can create more valued products, services, experiences and content. Crafted in-tune with real audiences and what they value.

Putting customers at the centre of product development, experiences and marketing is a goal many brands aspire to but few truly deliver.

To be able to intuitively shape products, experiences and communications in-tune with audiences isn’t easy. It requires a rich but accessible blend of insight and empathy. Areas that familiar Persona and Journey map templates often lack - being too shallow, simplistic and missing a clear purpose.

We take Personas and Journey Maps to the next level. We create a springboard to inspire teams to create that next great product, experience or marketing initiative. Based on fresh in-the-moment research with authentic audiences. Generating empathy from real journeys and stories. Providing direction with actionable frameworks.

Read on to discover more about our approach

Personas

A collective view of your different user and target audience groups; blending user stories, needs, journeys and emotions. Our Personas generate empathy and actionable product and market insights that increase the pull factor for your brand.

Based on research, not instinct. Our approach uses ethnographic diary methods, mobile tech and video to build authentic and rich pictures of your audience. We get closer to audiences’ lives, motivations, mindset and behaviour. We distil this into clear and engaging insights.

Empathetic profiling

We go beyond superficial profiles to bring to life the goals, needs, pain-points, context, behavioural bias and personalities of users.

The 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.

Market context

We identify the platforms, products and brands each Persona currently uses. We highlight relative strengths, weaknesses & 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.

Research solutions used:

  • Ethnographic diaries

  • Jobs-to-be-Done interviews

  • Profiling surveys

Journey Maps

Understand the route that your audience takes as they make progress towards their goals. We surface the moments of truth, how to become part of the journey, influence behaviour and add value along the way.

Our journey maps are based on rigorous research with real users and true experiences. We map and build empathy with the steps people take as they progress towards their goals. We discover the phases, actions, feelings & opportunities that matter most for increased brand engagement and loyalty.

Rich journey paths

We visualise the situation, stories, touchpoints and channels as users make progress towards achieving their goals.

Pain points

We build understanding of the points of friction and the underserved needs that exist with current product, service and content experiences.

Emotional highs & lows 

We witness how users feel as they complete their journeys - the good and the bad, and the opportunities to build positive brand sentiment.

Contextual influences

We reveal the external and situational factors (media, brands, behavioural bias & tech) that shape decision-making and influence journeys.

Research solutions used:

  • Journey audits

  • Contextual interviews

  • Video diaries

Delivered for impact.

We build insight visualisations and reports that go far further than familiar templates and canvasses. Our approach is designed to engage, inspire and leave an enduring impact.  

Authentic audiences

Expertly recruited to match your target audience profiles.

Action-focused

Frameworks to ensure outputs provide inspiration and direction 

Rich empathy

Ethnographic approach to bring brands closer to their audience.

Tech enhanced

We use tech to get closer to in-the-moment experiences & emotions 

Discover how we promote empathy and actionability with Personas

Want to amplify opportunities for your brand?

Have a project to discuss? Want to know more about our services? We’d love to hear from you.