1. Hypothesis Mapping Template
BOOK TOOL
Hypothesis Mapping Template
How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change

2. Teams
[INSERT TEAM BREAKDOWN – make sure you have broad representation in each team, with a maximum of 6 participants/team.

3. Hypothesis Mapping Agenda
Time
Activity
1:00 – 1:10
Welcome
1:10 – 1:20
Project Overview & Workshop Objectives
1:20 – 1:45
Orthodoxies Exercise
1:45 – 2:15
Triggers & Goals Exercise
2:15 – 2:30
Break
2:30 – 4:00
Map Development Swim Lanes: Steps & Roles Involved
What I Do/Who & What I Interact With
What I Think/“What I Say”
Emotions/How I Feel Pain Points/Critical Moments
Map Review (by Other Teams)
4:00 – 4:15
4:15 – 4:45
Critical Moments/Opportunities Discussion
4:45 – 5:00
Next Steps/Wrap Up

4. Hypothesis Mapping Workshop
Project Overview
Workshop Goals
Orthodoxies
Hypothesis Mapping
Next Steps and Close
Jim

5. Company Objectives
Find Moments of Truth and Friction Points for the customers’ [INSERT YOUR JOURNEY HERE] to improve [INSERT what you would like to improve].
Create an exceptional [INSERT YOUR JOURNEY: example- onboarding] experience for customers across products and services.
The success of this initiative will be judged by:
[INSERT SPECIFIC GOALS AND KPI’S HERE].

6. Hypothesis Mapping Workshop
Project Overview
Workshop Goals
Orthodoxies
Hypothesis Mapping
Next Steps and Close
Jim

7. Today’s Workshop Goals
The goals of the Hypothesis Mapping Workshop are to:
Create customer journey maps based on our knowledge of these customers.
Propose critical moments for customer segment(s) to test in interviews.
Identify questions to include in customer interview and activity guides.

8. Identify Your Orthodoxies
Brainstorm:
What are ingrained, shared beliefs within our organization about how we operate?
What are ingrained, shared beliefs within our organization about what our customers think?
This Photo by Unknown Author is licensed under CC BY-ND 8

9. Hypothesis Mapping Workshop
Project Overview
Workshop Goals
Orthodoxies
Hypothesis Mapping
Next Steps and Close
Jim

10. Let’s Get Mapping Use “swim lanes” to map customer journeys
Customer Steps
Interactions
What I Think & “What I Say”
Customer Emotions
Pain Points
Critical Moments

11. Hypothesis Mapping Workshop
Project Overview
Workshop Goals
Orthodoxies
Hypothesis Mapping
Next Steps and Close
Jim

12. Customer Journey Milestones & Timeline
Example Timeline – insert specifics for your initiative
Kickoff
Hypothesis Mapping Workshop
Observer Debrief
Action Workshop
Interviews
Analysis
Mar
Apr
May
June
July