Map the Consumer Journey

psi_kdp_diagnose_journey_mapping-external-2.pdf

Download the Activity Guide

Note: PSI wishes to acknowledge the inspiration for certain principles described in this activity guide from the following resources: The Field Guide to Human-Centered Design by IDEO.org; design thinking bootleg by d.school at Stanford University; the Introduction to Human-Centered Design online course taught by IDEO.org through +Acumen, a program of the Acumen Fund, Inc.; and PSI Board Member and Maverick Collective Founding Member, Pam Scott.

This activity guide assumes that you have already identified a target consumer population for your program. This target consumer will likely be defined by factors such as age, gender, wealth quintiles, risk behavior, and geography.

At this step in the framework, we are trying to build a clearer picture of our target consumer, what their current behavior is and the motivators, barriers and influences on their journey towards the desired behavior. Throughout this analysis, we want to understand the target consumer’s interactions with both their socio-ecological circle and the market.