Very early in the project, you must imagine how people will use your solution. In order to understand how your solution could change the user experience of a service or product compared to the existing one.
By mapping the customer journey, taking into account their behaviors and emotions, you can identify the needs and pain points on which to position your solution.
More concretely, this work involves first identifying all the tasks that target users perform today in their life or work and what tools they have today to do so.
From there, and thanks to prior observations of behaviors and practices in your target market, you will be able to draw up a list of the sources of frustration or satisfaction that should be respectively reduced or increased.