Personas are a robust snapshot of your customers. They should detail how engaged they are, what motivates them, their jobs-to-be-done, how to deepen your relationship, and what could cause churn. Effective personas should also include specifics that align to other critical strategic questions, like most important features, campaigns, messages, and interactions. Personas should be defined in consultation with stakeholders and should be delivered in way that will best support and enhance decision-making of all teams who will be using them.

It's assumed that journey maps are a standard deliverable, listing emotional states and touchpoints – but they are not. Effective customer journey maps should be measureable in how usable they are for an organization's various teams. Journey maps are infographics that can easily become too information dense, too simplistic, or too focused on the wrong variable(s). We work with clients to pinpoint what journey maps must accomplish and who will use them. We then craft variables, templates, and in-line information to match. This example is for a geographic journey map that details where a specific persona were visiting and how often.