Persona Pains & Gains

Evaluate customers' pains & gains in a simple way by answering questions.

Steps
11
Last edited
Nov 12, 2022
Created by
Nova

About this process

Ideal tool to evaluate customer's/user's pains and gains and discover new solutions using a similar framework from our personas tool.

The process in detail

11 steps
  1. 1

    Describe your market.

  2. 2

    What are they trying to avoid? (The Pain Points)

  3. 3

    Define the customer’s current state and ideal state.

  4. 4

    When do they need your solution the most?

  5. 5

    Why does the user need the solution?

  6. 6

    Where does the user use the solution? Do they use other tools? What is required for them to be successful?

  7. 7

    Customer Gains.

  8. 8

    Dreams, motivation and fears.

  9. 9

    What do they say? What do they hear?

  10. 10

    What problem are you solving?

  11. 11

    Defining the size of the market.

Read the full text
1. Describe your market.

Define your main market on the sticky board. Who is your key user or buyer (people affected by the problem)? Who are you creating this solution (idea, product, solution, advertising, etc.) for? Be specific (age, sex, social status, etc)

Write a note
2. What are they trying to avoid? (The Pain Points)

In this step, dig a little bit deeper and consider the reason behind that need and what negative emotions are they trying to avoid.

Think about all the negative emotions, undesired costs or situations, and risks the customer/user (could) experience before, during, or after getting the job done.

Ask yourself: What is stopping them from achieving their goal or job? What is it? When does it happen? Why does it happen? How does it happen?

Write a note
3. Define the customer’s current state and ideal state.

In this step, with your team, define how the user and the buyer feel without your solution and how they would feel once they have your solution.

Write a note
4. When do they need your solution the most?

With your team, find out when they think about the problem the most. Also, consider when they need this solution the most.

Write a note
5. Why does the user need the solution?

You want to know what they want to achieve both: Emotionally and functionally. Turn it into a Jobs To Be Done Statement. Use this template by to create your statement: When I [Context] but [barrier] help me [goal] so I [outcome].

With your team, create a list of reasons why they (user, customer, etc.) need your solution or idea.

Cover the following questions:

•What social, emotional, cognitive, or functional jobs do your customers do on a daily basis? Why?
•Uncover why they need to do each of these things and you'll start to understand their lives more deeply.
•What prevents them from doing their jobs?
•Why do they need your solution? What type of "needs" do you cover? Primary needs?
•How is your solution solving their problem?
Write a note
6. Where does the user use the solution? Do they use other tools? What is required for them to be successful?

Define the space where your user (customer, etc.) uses the solution. Try to be as descriptive as possible and imagine the space and the things around them.

Write a note
7. Customer Gains.

Think about all the benefits the customer/user expects, or would be surprised by. This includes functional utility, social gains, positive emotions, cost savings, etc.

Write a note
8. Dreams, motivation and fears.

What keeps them up at night? What are they passionate about? Why? What's the reason behind that motivation or belief? What do they fear? Why?

Write a note
9. What do they say? What do they hear?

Check forums, Facebook, social media or conduct new research to evaluate how your customer/user talks about the problem. Add your notes and findings here.

Write a note
10. What problem are you solving?

Describe in detail what problem you are solving with your solution or idea.

Write a note
11. Defining the size of the market.

Now that you and your team have defined the main audience, try to define the size of that target market and the rest of the audience. If the team has an approximate idea of the market size of each audience, we recommend adding that information here.

Write a note
Customers Profile
  • Persona
  • Demographic information
  • Age, Sex, Status, Income, etc
  • Other Notes
  • NAME
  • This is a sticky-note! Add your answers here.
  • Market Size
  • 23M
  • Personality
  • Extrovert, intuitive, analytical..
  • Pain /Problems
  • Gains
  • Specific problem..
  • When?
  • Benefits the customer expects desires or would be surprised by. This includes functional utility, social gains, positive emotions, cost savings, etc.
  • Why is this so important?
  • Why?
  • How?Define their expectations
  • Consequences of the problem/pain
  • How?
  • Pain Relievers
  • Describes how your solution alleviates or reduces negative emotions, undesired costs, and situations, or risks that your customer may experience throughout getting the job done.
  • Persona | Segment 2
  • Demographic information
  • Age, Sex, Status, Income, etc
  • Other Notes
  • NAME
  • Market Size
  • 23M
  • Personality
  • Extrovert, intuitive, analytical..
  • Pain /Problems
  • Gains
  • Specific problem..
  • When?
  • Benefits the customer expects desires or would be surprised by. This includes functional utility, social gains, positive emotions, cost savings, etc.
  • Why is this so important?
  • Why?
  • How?Define their expectations
  • Consequences of the problem/pain
  • Pain Relievers
  • How?
  • This is a sticky-note! Add your answers here.
  • Describes how your solution alleviates or reduces negative emotions, undesired costs, and situations, or risks that your customer may experience throughout getting the job done.
Use this process
Capabilities
Fully editableAdapts as work changesAdd more sessions anytimeAI can be assigned
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Created byNova·Official process
Last edited Nov 12, 2022·11 steps