We start by setting up a Pain Mapping template, either physically on a whiteboard or digitally in a tool like Miro. The boat sits in the centre, with room below it for “anchors” (pain points) and space above for “sails” (positive drivers). Customers participate in a structured session where they write down things that slow their progress or cause frustration, placing them under the boat as anchors. Then, they note the things that make them want to engage more, placing them above the boat as sails. Throughout the discussion, we guide them in ranking and prioritising these elements, identifying which issues are most pressing and which drivers are most influential. Once we’ve captured these insights, we cluster similar responses and look for patterns. If multiple customers highlight the same obstacles, we know exactly where to focus next. The most valuable part of this experiment isn’t just what customers say—it’s how they prioritise what really matters to them.
We start by setting up a Pain Mapping template, either physically on a whiteboard or digitally in a tool like Miro. The boat sits in the centre, with room below it for “anchors” (pain points) and space above for “sails” (positive drivers). Customers participate in a structured session where they write down things that slow their progress or cause frustration, placing them under the boat as anchors. Then, they note the things that make them want to engage more, placing them above the boat as sails. Throughout the discussion, we guide them in ranking and prioritising these elements, identifying which issues are most pressing and which drivers are most influential. Once we’ve captured these insights, we cluster similar responses and look for patterns. If multiple customers highlight the same obstacles, we know exactly where to focus next. The most valuable part of this experiment isn’t just what customers say—it’s how they prioritise what really matters to them.
