read examples and write

Use uber as customer segment profile

a.Ask what tasks your customers are trying to complete. Map out all their jobs by writing each one on a sticky note

b.Identify customer pains. What pains do your customers have? Write down as many as you can come up with, including obstacles and risks

c.Identify customer gains. What outcomes and benefits do your customers want to achieve? Write down as many customer gains as you can come up with

d.Prioritize pains and gains in a column, each with the most important jobs, most extreme pains and essential gains on top and the moderate pains and nice-to-have gains at the bottom