Pain Points

Problems, issues, or things that irritate people. These are found during user reseach, or even through customer support. These are part of the user's problems that will be addressed in the design process

Why it matters

They are the raw ore of product strategy: every feature worth building traces back to one. The discipline is severity — a pain mentioned often is not automatically a pain felt deeply; frequency and intensity are different axes.

The numbers

Frequency × intensity — how to rank them

Related terms

Empathy
Journey Map
Research
Framework
Human Centered Design

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