The focus of a customer experience persona for innovation is circumstance-based desired outcomes and value judgments in the customer's words:15 Direction (increase or decrease) Unit of measure (time, quality, etc.) Object of control (outcome) Context (circumstance)

Help your organization clearly understand value for whom, in what order?

How do you experience what customers do? How do you hear the customer's voice?

What's in it for me?

Record all the steps from need awareness to need extinction, from the customer's perspective. Include activities, decisions, and anything else mentioned by customers.

What one word would customers use to describe your company?

How well do you understand the problems your customers face?

By focusing on why the customer has a certain desired outcome: New perspectives can lead to a big-picture solution.

As a tool for probing further,