PAINStorming

What is it

PAIN stands for Persona, Activities, Insights, and Needs – the four main research topics explored in this structured method for gathering insights about users or customers identities.

Why use it

  • Improve the team’s understanding of the customer’s behaviors, pain points, assumptions, and needs.
  • Focus the team on addressing actual user preferences.
  • Explore assumptions and identify the unknown gaps about users.

When to use it

When you need to better understand customer identities, activities, and difficulties.

Level

Beginner

Outcome

Understand

Group Size

2+ people

Suggested Time

30+ minutes

PAINstorming Worksheet

"

How to do it

STEP 1

Identify an initial set of target customers or users (P), perhaps using the Personas tool as a source of inputs.

STEP 2

Observe and/or interview the users to answer the questions identified in the A, I, and N blocks in the PAINstorming table.

STEP 3

Use this data to ensure that any proposed products, services, or interventions are aligned with actual user preferences.

Benefits

  • Helps generate thoughtful insights into the needs, priorities, and pain points for various stakeholders.
  • Make several of these to represent a wide swath of people.

Challenges

  • Generally requires some research – interviews, surveys, observations, etc – to develop an accurate answers.
  • Users risk developing a superficial representation based on assumptions rather than data if they try to generate a Persona without research.

Need help using this tool with your team?

Questions?

ITK Newsletter