Customer Scenarios


The purpose of a Customer Scenario is to describe how a new product, service, or feature will work through a fictional story about the person actually experiencing it. The Customer Scenario takes place in the future, and brings to life the benefits of new concepts and features in a clear and compelling way. Final scenarios can be produced through sketches, storyboards, mock-ups, and videos but need a great script to start with. The best Customer Scenario scripts feature people acting in a natural way, showcase the most important features and benefits, and dramatize the future state in a way that is appealing. This framework helps you to create a script that aligns customer needs, key features, and business goals.


How could this concept or feature come to life for a customer?


  1. Start by clearly defining what you are trying to demonstrate. If you are using customer scenarios as part of a pitch or presentation, what is the most important thing that your audience needs to understand?
  2. Identify the most important features and related benefits that need to be included in your customer scenario. What does your audience need to see the customer in the scenario use or interact with?
  3. Identify the types of customers and situations where your new product, service, or feature will be most valuable. Who are you targeting and when would they find it appealing? This is the starting point for your story.
  4. Create a first draft of your scenarios for each persona and context. Try to naturally weave features and benefits into your story in a way that does not feel forced. Make sure to have a logical beginning and end.
  5. Review your first draft so that your overall story is clear, your important features are incorporated, and your target personas and contexts are covered. Refine to add drama to your script, while retaining feasibility.


  • Imagining future state customer scenarios can also be used to identify new products, services, or features.
  • Incorporate gaps in time (e.g., 7 days later) and assumptions (e.g., persona downloads app) to bridge scenes.
  • Stitching different scenes together can highlight challenges and opportunities for delivering a connected experience.‍


McKee, R. “Story: Style, Structure, Substance, and the Principles of Screenwriting”, Harper Collins, 1997


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