Core Artifacts

1. User Scenario

1.1. Zone A: User Overview

1.2. Zone B: User Goals

1.3. Zone C: User Expectations

2. Journey Maps

2.1. Zone A: The Lens

2.1.1. Persona or Segment

2.1.2. Scenario and Expectations

2.2. Zone B: The Experience

2.2.1. Phases & Goals

2.2.2. Actions

2.2.3. Touchpoints & Channels

2.2.4. Mindsets/ Thoughts

2.2.5. Emotions/ Feelings

2.2.6. Extras

2.3. Zone C: The Insights

2.3.1. Insights

2.3.2. Ideas

2.3.3. Metrics

2.3.4. Ownership

2.4. Meta

3. Company Overview

3.1. Company Name

3.2. Company Description

3.3. Product or Service Overview

3.4. Goals

4. Personas

4.1. Zone A: An Introduction

4.1.1. General Information

4.1.2. Demographic/ Firmographic Description

4.1.3. Geographic Description

4.2. Zone B: Their Heart

4.2.1. Key Pains

4.2.2. Key Gains

4.2.3. Key Jobs

4.3. Zone C: Their Values/ Lifestyle

4.3.1. Psychographic Description

4.3.2. Lifestyle / Business Style Description

4.4. Zone D: Information Consumption Preferences

4.4.1. Technology Profile

4.4.2. Channels

4.4.3. Content

4.5. Zone E: Buying Behaviors

4.5.1. Brand Affinities

4.5.2. Purchasing Patterns

4.5.3. Buying Sensitivities

4.6. Meta