Every customer interaction has a role, a goal, a deeper need and an emotional destination. Most organisations only ever address the surface, the what and miss everything underneath that actually determines whether the experience lands or fails. This template maps the complete customer story in four steps. Who they are in this context. What they’re trying to accomplish. The deeper outcome that makes it matter. And how they need to feel when it’s done. Four questions. The foundation of every experience worth designing.

Complete one template per customer type or journey. Start with role and context, be specific. Work through the goal and the deeper need. Then finish with the emotional state, How does a great experience leave this customer feeling? Use it at the start of any design, improvement or research project to anchor every decision that follows.

• Forces your team to design from the customer’s perspective, not the process perspective

• Captures the emotional destination, the dimension most CX work completely ignores

• The starting point for any journey, service or communication design that actually resonates