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Background/FactsPull (Outcome, emotional)Push of the situation (context, functional)AnxietiesHabitsWorkarounds CreatedTradeoffs Made
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UserBackground facts about each user. Ex: "One man team"These are the emotional pieces of each story. As you interview users, add the emotional aspects that pulled them towards your solution in each box. Add a 1 or 0 per user to indicate if this was a factor in their decision to buy your product.Ex: "I'm not alone in solving this problem"These are the functional context pieces of each story. As you interview users, add the functional aspects that pulled them towards your solution in each box. Add a 1 or 0 per user to indicate if this was a factor in their decision to buy your product.Ex: "My existing solutions let users make mistakes that affect me and the company"Things that make it scary to make a switch.Ex "I need quick support from vendor. Will I get that with this product?"Why stay with the current solution?What have they given up to use this product?
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John Doe (Cool Company)Put a 1 or 0 in each column to indicate this applies to this user (1) or not (0)
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Similarities (This row will begin tallying the similarities between stories you are hearing. It will help you keep a pulse on the factor that most affected their decision to buy.)000000000000000000000000000
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