What is the customer doing?
e.g., Searching online, reading reviews
How are they evaluating?
e.g., Comparing products, visiting website
How do they buy?
e.g., Adding to cart, entering payment
What happens first?
e.g., Setting up account, first use
Ongoing behavior?
e.g., Repeat purchase, engaging with content
Where do they find you?
e.g., Social media, Google search, ads
Which channels matter?
e.g., Website, email, phone, store
Where does it happen?
e.g., Website checkout, in-store POS
First interactions?
e.g., Confirmation email, welcome series
Ongoing channels?
e.g., App, email, customer service
What do they need?
e.g., Learn about solutions, understand options
What are they deciding?
e.g., Which option fits best, budget
What do they want?
e.g., Easy checkout, confidence in decision
How to succeed?
e.g., Clear instructions, quick setup
Why stay engaged?
e.g., Value delivery, support availability
How do they feel?
e.g., Curious, overwhelmed, hopeful
Emotional state?
e.g., Uncertain, comparing, anxious
Buying feelings?
e.g., Excited, nervous, impatient
After purchase?
e.g., Relieved, eager, cautious
Long-term state?
e.g., Satisfied, loyal, indifferent
What frustrates them?
e.g., Too much information, unclear value
What slows them?
e.g., Complex comparison, lack of info
What creates friction?
e.g., Complicated checkout, hidden fees
What confuses them?
e.g., Unclear next steps, poor guidance
Why dissatisfaction?
e.g., Lack of support, unmet expectations
How to improve?
e.g., Clearer messaging, better SEO
Help decision-making?
e.g., Comparison tools, customer reviews
Reduce friction?
e.g., One-click checkout, guest option
Better onboarding?
e.g., Welcome series, tutorials
Increase retention?
e.g., Loyalty program, personalization
Measure success?
e.g., Traffic, brand awareness, reach
Key indicators?
e.g., Time on site, pages viewed, CTR
Conversion metrics?
e.g., Conversion rate, cart abandonment
Onboarding success?
e.g., Activation rate, time to first value
Retention indicators?
e.g., Repeat purchase, NPS, churn rate