IBM Design

As-Is Scenario Map

Visualize the current user experience through a story. Document what users do, think, and feel. This exercise is a great way to understand the current state before designing improvements.

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Duration
1.5 hours
Group Size
4-8
Category
IBM Design
Difficulty
Easy
The goals of this exercise are to: understand the current experience, identify pain points, build empathy, and establish a baseline.
You'll get an "As-Is" scenario map and current state documentation. This provides a solid foundation for future improvements.
Base this on real user research, not assumptions. Use actual user quotes. Show the reality, including negative experiences. It's okay if the current state isn't pretty. This exercise sets up the "To-Be" Scenario Map. I've found it's best to push teams to be specific about the user and task.
Here's how to run this exercise (90 minutes total):

  1. Choose a Scenario (10 min): Select a specific user and task. Make it concrete and bounded. Don't try to map everything.

  2. Map the Steps (40 min): For each step, capture:

What does the user DO? (actions)
 What does the user THINK? (thoughts)

  • What does the user FEEL? (emotions)

Plot these from start to finish. Use actual user quotes and observations.

  1. Identify Moments (20 min): Highlight pain points (red), note delights (green), and mark critical decisions (blue).

  2. Synthesize (20 min): What patterns emerge? Where are the biggest opportunities? What surprised you?

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For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

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  • Large wall or whiteboard

  • Sticky notes in different colors (actions, thoughts, feelings)

  • Markers

  • User research data

Unlock Materials Required

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As-Is Scenario Map - IBM Enterprise Design Thinking
Official IBM toolkit activity for creating as-is scenario maps.
IBM Design Thinking Field Guide (PDF)
Comprehensive IBM Design Thinking field guide with scenario mapping templates.

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