BOOK TOOL

Hypothesis Mapping Template

How Hard Is It to Be Your Customer?
Using Journey Mapping to Drive Customer-Focused Change
Teams

• [INSERT TEAM BREAKDOWN – make sure you have broad

representation in each team, with a maximum of 6 participants/team.

How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change | ©2019 Heart of the Customer 2
Hypothesis Mapping Agenda
Time Activity
1:00 – 1:10 Welcome
1:10 – 1:20 Project Overview & Workshop Objectives
1:20 – 1:45 Orthodoxies Exercise
1:45 – 2:15 Triggers & Goals Exercise
2:15 – 2:30 Break

Map Development Swim Lanes:

Steps & Roles Involved
What I Do/Who & What I Interact With
2:30 – 4:00 What I Think/“What I Say”
Emotions/How I Feel
Pain Points/Critical Moments
Map Review (by Other Teams)

4:00 – 4:15 Break

4:15 – 4:45 Critical Moments/Opportunities Discussion
4:45 – 5:00 Next Steps/Wrap Up

How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change | ©2019 Heart of the Customer 3
Hypothesis Mapping Workshop

Project Workshop Hypothesis Next Steps

Orthodoxies
Overview Goals Mapping and Close

How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change | ©2019 Heart of the Customer 4
Company Objectives

 Find Moments of Truth and Friction Points for the customers’ [INSERT YOUR JOURNEY
HERE] to improve [INSERT what you would like to improve].
 Create an exceptional [INSERT YOUR JOURNEY: example- onboarding] experience for
customers across products and services.

The success of this initiative will be judged by:

• [INSERT SPECIFIC GOALS AND KPI’S HERE].

How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change | ©2019 Heart of the Customer 5
Hypothesis Mapping Workshop

Project Workshop Hypothesis Next Steps

Orthodoxies
Overview Goals Mapping and Close

How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change | ©2019 Heart of the Customer 6
 Today’s Workshop Goals
The goals of the Hypothesis Mapping Workshop are to:
• Create customer journey maps based on our knowledge of
these customers.
• Propose critical moments for customer segment(s) to test in
interviews.
• Identify questions to include in customer interview and
activity guides.

How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change | ©2019 Heart of the Customer 7
Identify Your Orthodoxies

Brainstorm:
• What are ingrained, shared beliefs within our
organization about how we operate?
• What are ingrained, shared beliefs within our
organization about what our customers think?

How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change | ©2019 Heart of the Customer 8
Hypothesis Mapping Workshop

Project Workshop Hypothesis Next Steps

Orthodoxies
Overview Goals Mapping and Close

How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change | ©2019 Heart of the Customer 9
Let’s Get Mapping
Use “swim lanes” to map customer journeys
– Customer Steps
– Interactions
– What I Think & “What I Say”
– Customer Emotions
– Pain Points
– Critical Moments

How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change | ©2019 Heart of the Customer 10
Hypothesis Mapping Workshop

Project Workshop Hypothesis Next Steps

Orthodoxies
Overview Goals Mapping and Close

How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change | ©2019 Heart of the Customer 11
Customer Journey Milestones & Timeline

Example Timeline –
insert specifics for
Kickoff your initiative

Hypothesis Mapping
Workshop

Observer
Debrief
Action Workshop
Interviews Analysis

Mar Apr May June July

How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change | ©2019 Heart of the Customer 12