THE PLAYBOOKS / JOURNEY MAPPING

First-value journey worksheet

Work on one customer, one scenario, and one first useful result. Mark assumptions clearly. A completed worksheet is a starting point for research and testing—not evidence of an improvement.

01Who is this journey for?

Be specific about role, context, and eligibility.

02What promise brought them here?

Use the language they actually encountered.

03What would a useful first result look like?

Write it in the customer’s words.

04What observable behavior might indicate that result?

Define the event, unit, and observation window; note where the proxy is imperfect.

05What steps happen between arrival and first value?

Include pauses, errors, help, and recovery—not just the happy path.

06What friction have you actually observed?

Add a source or note ID. Separate evidence from guesses.

07What interface change or message might help?

Describe one specific intervention and its destination.

08When should the help or reminder stop?

Include completion, eligibility changes, and applicable suppression.

09How will you evaluate the change?

Define denominator, comparison, time window, and guardrails.

10Who owns the next step, and when will you review it?

Choose an accountable owner and a review date.