Reverse brainstorming


It answers the questions: What is this tool? What is it good for? What will I get out of it?

This tool will allow you to:

Business development phase

It graphically indicates the phase(s) for which the tool is particularly useful

  • This is a very useful tool for the ideation phase, after having gathered information about your user/customer or potential user/costumer’s behaviours, aspirations and experiences.
  • Related tools It identifies other tools that are linked to the tool this section focuses on.
  • Interviews, Observation, Experience map
  • Participants It answers the question: who could or should participate in the process?
  • Ideally, you should work on the creation of the Persona with a team.


It lists the equipment required


It specifies the estimated duration of the activity


In between 2 to 4 hours Development: in between 2 to 4 hours

Step by Step

It describes in detail the sequence of events that should take place for the tool to be successfully implemented.

STEP 01: STEP 02: STEP 03: STEP 04: STEP 05: STEP 06:


Important things to keep in mind when using the tool

Try to use information from real life experiences and not suppositions or vague ideas Stay tuned with your user/customer. Keep asking yourself:

What is he doing? What does hear from other people about the service or product? How is he feeling? What is he looking for? What are his fears or frustrations about using the service or product?

Video tutorial

Examples of outcomes

It shows different forms of outcomes. WIKI users can upload their examples if possible


Adaptive path’s guide to Experience mapping

Lallemand, C. & Gronier, G. (2016). Méthodes de design UX. Eyrolles