Gain a better understanding of our customers' perspectives to build empathy.

Understand pain points and opportunities or benefits.

Collect information to create a digital story.

Document the team'’ customer insights.

Work in small 4-5 team member groups. Collaborate to document your persona's ethnography and unique journey capturing their aspirations, frustrations, motivations, elations.

Step 1. Collaborate and document the ethnography of your most likely customers: their Work, Age Range, Family, and Income.

Step 2. Aspirations: Document the aspirations of your customer. What is their goal? What are they trying to achieve? What road leads them to this problem?

Step 3. Frustrations: What problem will they encounter on this road that their motivations lead them to?

Step 4. Motivations: Document their motivation. What are they trying to accomplish that leads them to the problem and your solution?

Step 5. Elation: How can we solve their problem? What experience can we create that will finally solve their problem?

Users' ethnography should help determine or predict their journey through the user's timeline.

The user's journey as they move from aspiration, frustration, motivations, and elation should relate to each other.

Utilize user quotes from interviews to document aspirations and frustrations, and motivations.

Try inferring thoughts and feelings from human behavior, tone of body language, interactions, conversations, word selection, and social cues.

Look for contradictions in what the user says and how the user behaves.