Goals and journeys

With clearly defined business objectives in mind, we turn to how these can be related to customer goals and the activities they perform to realise them. We may start with a persona and walk through a day in the life of their interaction with the product. The use of scenarios may inform the thinking. As we develop a customer journey for them, at each step we’re capturing stories. At this point they may be just titles, prompts. Indeed at this stage we’re looking at breadth rather than detail. Chances are they will be epics that we can break down into something more useful later when we start narrowing down on scope.

Let’s take an example of online banking for a retail bank. We’ll start with creating a scenario:

Alex is an administrative ...

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