Customer & User Card

1. Overview

A customer & user card is a one-page profile of one real customer or user you met in your research, chosen to represent a target group. We use them to summarise results from Customer & User Interview and pick one or two "real" customers who represent their Target Groups and present them by using a customer card including no less than:

• Key statement

• Job(s) to get done statement

• Reference to the represented target groups

• Relevant(!) demographics

• Picture of the person (if possible)

• Discussed / observed / experienced customer journey

• Positive and negative emotions during that journey

• Ideas from the person or the interviewer based on the journey

Based on the type, dimension and results of your Exploring Customers research, you may extend the customer card:

• Picture story of a certain process

• Pictures of relevant locations like a room, garden, office space, etc.

• Pictures of relevant furniture, tools, software, etc.

• Other discussed / observed / experienced customer journeys

• Contradictions within one target group can be outlined by adding a box "What others said"

2. Example

3. Usage Scenarios

Present results from your Exploring Customers research to your team and other stakeholders

4. Instructions for Coaches

• The most important part of customer & user cards is direct quotes. On the one hand, they show that our persona is a real person, and on the other hand, they really help your team to understand the person even though they've never seen them before.

• Encourage your team to take a lot of pictures during Exploring Customers with the consent of the interviewed / observed person. Real pictures are always better than stock images. But stock images are better than no images.