A design thinking exercise to delve into pain points of billing dispute and possible way to overcome the issue.

1. NAME
ROLE
ABOUT
RESPONSIBILITY
NEEDS PAIN POINTS
Jack
• Relay feedback of customers to his clients in a
timely manner.
• Offer his service at an attractive price point to
small businesses.
• Too time-consuming to communicate customer’s
request to clients, especially during non-operating
hours.
• Sensitive with monthly cloud hosting cost as it
may erode its operating profit.
Persona of a Solopreneur
Help clients to manage internet-facing channels such as website, blog and
e-commerce. The clients are mainly small and medium businesses.
32, married, worked with digital marketing firms previously.
Operate as a marketer for his clients in defining digital marketing strategy.
Use digital marketing tools to track metrics and ROI.
Find innovative solutions to create more values for his clients at the same time
reduce his operating cost.
1*customers refer to the client’s customers whilst clients refer to Jack’s customer

2. ❑ Help Jack to meet his client's expectation in responding
to customers faster and better.
❑ Help Jack to address billing issue with regards to
monthly cloud hosting
How Might We?
2

3. Billing Issue Journey Map
Receive credit card
statement
Notice discrepancy on
the charged amount
Submit a support
ticket
Cloud hoster arranges
another phone support
Foot the bill first
monthly cloud hosting
transactions
no direct
phone
support
SOP to obtain
sensitive information
such as payment
details
3
dispute is not settled yet
Jack

4. Why Not?
4
include a link in transaction description so that Jack
can inquire with hoster’s support directly?
i.e. MSFT Azure SG <msft.com/bills/E08002X86E>