An artefact that views the actions of a customer persona from two perspectives; what they see and experience (front stage) and what happens behind the scenes (backstage). The front end activities are visible and directly involve the customer, while the back end activities are hidden but still crucial for a product or service.

In this instance, I have used the following metrics to track the journey that user persona “Lucy” might encounter when purchasing a product from AllSaints, and layered this with possible opportunities for the business.

Tools: Figma and Figjam.

Year: 2023