The document discusses how product teams should think about who their customers become when using their product. It prompts asking what type of person the team wants their customers to become and what behaviors or actions they want to inspire. It suggests creating personas, scenarios and customer journeys to model the desired customer. The document uses the example of a transit agency, questioning if they want customers to become fare dodgers since paying fares is inconvenient, and argues they could do better to inspire different customer behavior.

1. PAINT A PICTURE
WHO DOES YOUR CUSTOMER BECOME
WHEN THEY USE YOUR PRODUCT?
MARTIN GUDE ·∙ @MA6 ·∙ MA6.ME ·∙ #UXCGN16

2. HEY,
I‘M MARTIN.
#JOBHUNT
#PRODUCTTHINKING
·∙ MA6.ME
@MA6
#UXSTRATEGY

3. WHO OF YOU
CREATES GREAT
PRODUCTS?
I RECKON EVERYONE.

4. SO WHAT CAN
WE START
WITH?
A BRIEF. A VISION. OR OUR CUSTOMERS.

5. THE
ASK

6. WHO DO YOU
WANT YOUR
CUSTOMERS TO
BECOME?

7. THE
MICRO
ASK

8. WHAT DO YOU
WANT YOUR
CUSTOMERS TO
DO?

9. TOOLS & ARTIFACTS FOR MODELING
CUSTOMERS:
PERSONAS, SCENARIOS,
CUSTOMER JOURNEYS
AND MUCH OTHER
STUFF. YOU NAME IT.

10. CUSTOMERS DON‘T JUST
USE YOUR PRODUCTS &
INNOVATIONS – THEY
ALTER THEM, ADAPT TO
THEM AND ARE
CHANGED BY THEM.

11. EMBRACE THAT AND ASK
THEM TO
BECOME SOMEONE
DIFFERENT.

12. WHO DOES COLOGNE
PUBLIC TRANSPORT
(KVB) WANT THEIR
CUSTOMERS TO
BECOME?

13. I PERSONALLY BELIEVE:
A FARE
DODGER.

14. WHY? BECAUSE
PAYING THE
FARE IS A PAIN
IN THE ASS.

15. THE TICKET
MACHINES
SUCK.

16. THERE‘S AN APP. BUT IT ASKS
WAY TO OFTEN TO WAIT.

17. SO HERE‘S
THE FARE
DODGER.

18. COULD THEY
DO BETTER?

19. YES, ABSOLUTELY!
YOU REMEMBER
THOSE GUYS?

20. h"ps://youtu.be/IJNR2EpS0jw

22. IBAN: DE62 3702 0500 0000 1020 30

24. h"ps://youtu.be/zxBpK1IsPt4

25. I HOPE YOU KNOW
THE ANSWER
TO YOUR ASK.
IF NOT YET: TRY TO FIGURE IT OUT.

26. FURTHER READING:
MICHAEL SCHRAGE WHO
DO YOU WANT YOUR
CUSTOMERS TO BECOME?
SIMON SINEK START WITH
WHY

27. LET‘S HAVE A