Customer WINS Matrix

Customer Wins Matrix

The WINS Matrix is helpful when comparing the needs of multiple customer personas. The acronym WINS stands for the various correlations that might exist between a potential solution and the customers who would benefit from the idea. In short, WINS stands for Weak, Intermediate, No, and Strong correlation. This analysis allows the team to identify the potential high-impact areas that are shared across the multiple customer personas.

The Customer WINS exercise is completed after the team has created their personas and How Might We Statements, and before brainstorming solutions. By using the Customer WINS matrix, the Design team can easily identify if a common theme exists across their various customers. If that is the case, that shared need should serve as the central focus of the team’s ideating and problem-solving activities.

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