Your new products and services are valued to the extent to which they visibly and convincingly contribute to improved performance and reduce pain points.
Doing the hard, laborious, unforgiving work of searching for pain and joy among your target audience guarantees you'll discover the need that is underfulfilled or overlooked by competitors. Scott Hurff
Upper Left Small pinpricks of pain that occur often. Products address small problems like administrative of those they label "it is what it is" creating little wins.
Lower Left Little pain happening infrequently. May appear like an opportunity but actually is a low-opportunity product when you look at the big picture.
Definition of customer experience is the story of what the customer sees and feels when they use the product, as well as relevant mockups to aid the narrative.