10 artifacts
Customer & Discovery
Hearing the market clearly enough to bet with conviction. The artifacts that turn calls, tickets, and analytics into real opportunities.
Customer needs / insights report
Synthesis of qualitative and quantitative research.
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User personas
Archetypes of key user segments.
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Buyer personas
Archetypes of economic decision makers.
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Jobs-to-be-Done (JTBD) statements
Formal descriptions of underlying customer “jobs.”
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Problem definition / opportunity brief
Tight articulation of a specific problem worth solving.
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Customer journey map
Visualization of end-to-end customer experience.
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User flow / task flow
Step-by-step sequence of actions for a specific task.
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Story map
Hierarchical visualization of user activities and stories.
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Research plan
Plan for upcoming discovery work.
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Research debrief / readout
Summarized findings from a research cycle.
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