A3 Ventures Life Journey Maps

Morgan’s persona sheet standing beside her Life Journey map

Challenge

AAA’s Research and Design initiative wanted to better understand customers’ goals and milestones at different life stages.

Senior Designer · Personas and life journey maps

Four persona sheets fanned out: Morgan, Janice, Roger and Derrick, each with a portrait, a quotation, goals and a snapshot

Detail of Morgan’s map: three milestones, Promotion, Marathon and First Day of Work, each with a short story, feelings and opportunities

Solution

After speaking with customers to define personas, I created detailed life journey maps to illustrate the various twists, turns and opportunities in their lives.

The four Life Journey maps: Derrick, Morgan, Janice and Roger

Outcome

These artifacts were produced as physical posters to help inform internal idea generation sessions at A3 Ventures.