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The art of Customer Journey Mapping

Transforming customer pain points into levers for change

The best products and services can only be designed around the basic needs, motivations and behaviours of your end users, and I can’t think of a simpler, more effective and engaging way to visualise a customer experience than the art of Customer Journey Mapping. 

So, if you embrace Agile Ways of Working, methods of Design Thinking or quite simply want to find an effective way to visualise a customer experience then Customer Journey Mapping is the tool for you!

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Create awesome personas to build awesome products

01-Sep-2020 09:54:00 Innovation Product Owner Lean Agile

Discover the benefits of persona creation, download our Radtac Persona template and review our simple user guide to using personas.


A persona is an adaptable tool that can assist teams to gain greater insight into customer needs and motivations whilst validating design ideas and product market fit. They work really well in product development as they are quick to create and offer a great level of alignment for teams. In fact at Radtac we have developed a template that will allow you to create a persona with ease, helping your teams gain greater customer insight to ensure they are building the right-thing as well as the thing-right. At Radtac we are both method and framework non biased which is why we can see the value of persona creation regardless of whether you are adopting methods of Design Thinking or Agile ways of working. 

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Get your customer’s shoes on: strap up your desirability and innovation laces



What makes consumers decide to buy your product or service over your competitors? How can you be sure that your services are still aligned to the needs of your end-users? Making time for human-centred design and innovation is essential to stay ahead of the curve and win out against your competition.

Agile alone is not enough! Yes of course creating an environment in which teams can work in shorter cycles to deliver a working product more frequently, incorporate fast feedback loops and adapt to changing conditions will inevitably lead to building the ‘thing right’ but are your teams building the ‘right thing’?

The old adage ‘put yourself in your customer’s shoes’ rings as true in the twenty first century as it did when it was first coined. In today’s intensely competitive, rapidly shifting markets, it’s crucial to have a human-centred mindset from the get go and throughout the product lifecycle. The key is to tie together two imperatives: the ‘desirability factor’ and ‘baking in time for innovation’.


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Spark The Change 2016: Event Highlights, In Pictures

Spark the Change, Day 1


Spark the Change conference took place on July 6-7th at The Brewery in London. A great, well-organised event packed with inspirational talks and highly interactive sessions. Stuart Young, Radtac's Visual Artist, has captured the essence  from many of the talks throughout the two days. (Warning: Lots of pictures included.)


Spark the Change is an event which 'brings together leaders from across the business to explore how they can work together to create lasting and total change'. The event aims to 'inspire people and offer practical help in overcoming obstacles and developing your skills to make a change'.

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Graphic Facilitator Skills: Innovation Through Visualisation

12-Apr-2016 11:30:00 Innovation Visualisation

The benefit of being a live illustrator is that every event spurs new insights, challenges and inevitably new drawings. However, one factor remains the same.

Without exception, usually whilst I'm crawling around the floor clutching pens, someone will murmur the words "I wish I could draw"! This cutting statement naturally triggers my auto-response ‘but you can’. Ok, it’s a simple and effortless response, but my genuine opinion is 'you can'!

As the majority of events I attend are within the Agile and innovation arena, the likelihood is that this disheartening statement would have been presented by an individual who already embraces the power of visualisation within their workplace. Be that an UX designer, Scrum Master, Workshop Facilitator or even Project Manager, there are basic skills that can enable anyone to communicate through pictures.

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#InsightThursday: Innovation And Technology, Key To Business Success

Technology innovation is one of most encountered challenges for organisations. Interdependent of speed to market, competitive advantage, increase of customer satisfaction, cost reduction and improvement of processes, technology innovation represents the key to unlocking business success.

This article roundup focuses on the latest technology innovations employed by organisations such as financial institutions, tech suppliers, clothing retailers and more.

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The Times: Big Businesses Have to Watch Out for Tech-Savvy Newbies

Not long ago the Financial Times has published a special report about how and why big businesses start to warm up to Agile. The same topic has been picked up by Carly Chynoweth in The Times’ article: ‘Wake up call to big business as tech-savvy newbies set the pace’, featuring academic and industry insights from Cass Business School and two Radtac clients - Hiscox and William Hill.

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Banking and Finance: How Does Innovation Get Delivered in Your Bank?

03-Jun-2015 11:30:00 Banking Finance Innovation Consulting

As Radtac has many banking clients, this blog post has been written from the perspective that we are part of the retail banking community.

“I’m not so sure that I want my bank to be ‘innovative’ with my money.” Isn’t it this kind of attitude that got us into mixed investment banks and retail banks in the first place? The challenge of casino banking using deposits from customers who just didn’t realise what was going on. So thanks, but no thanks.

Well I’m not talking about that type of innovation – because that isn’t innovation, it’s gaming and betting. I am talking about innovation that delivers valued services to the customer. The omni-channel “know your customer” banking that we are already taking part in on our smartphones and tablets.

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Unusual Companies: Retail Banks, Innovation and Technology

Retail banking in many ways has been at the forefront of innovation with hole in the wall cash machines, telephone, then internet, then mobile banking, secure payments, we could go on. However they are also running the new appearance on some very old and not fit for purpose IT systems. How have they survived FTSE / S&P churn and will they survive going into the future?

If we look at the FTSE 100 companies we are left to ponder an interesting fact: only 24% of them survive since the FTSE was founded in 1984. This general deterioration in length of survival as a FTSE firm is also consistent with the findings for the S&P indexfrom the same year.

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