Maps enable discovery of pain points and inefficiencies

Understanding is improved by mapping out scenarios

A person may not openly represent their complete reality and identity

Building rapport is important for conducting research

Having a valuable opinion requires understanding the landscape

People needs/desires are impacted by a variety of emotions, concerns, and experiences

Johari Window

Knowing what a customer does is vital to have a strategy to serve them well

Maps based on research can visualize realities of a persona

Maps can help scrutinize incorrect assumptions about users

Strategy is internally and externally aware