Customer 2x2

Customer 2×2 helps the team paint the picture of the customer’s paradigm


What is the Customer 2×2?

The Customer 2×2 is a helpful tool to analyze how the customer might prioritize a need. Through this tool, the Design team can evaluate the various problems they are trying to solve or the numerous How Might We questions they are trying to prioritize.

The Customer 2×2 is a visual way of categorizing the customer’s needs. The matrix is highly adaptive and can analyze various ideas from the customer’s perspective simply by changing the axes. In many ways, the Customer 2×2 is similar to the Kano model (a common tool in Lean Six Sigma), in that it helps to categorize the customer’s needs. However, the Kano model’s buckets are fixed to three categories: delighter, performance, and basic requirements. With the Customer 2×2, the categories are endless.

Customer 2x2 matrix example
Customer 2x2 Matrix Template Example

Download the Free "Customer 2x2" Template (PDF)

Purchase the template to customize for your own organization

All of our tools and templates are available in Word or PowerPoint format to allow organizations to purchase and customize the templates to their brand standards.

Using the Customer 2×2 to map and explore the customer’s need is a critical step in ensuring that an organization is aware of what motivates, frustrates, or excites the customer. This topic is a core concept of applying creative problem-solving through design thinking. To learn more about design, please visit our Introduction to Design Thinking Course.

The Design Thinking course teaches a creative problem-solving that will give any professional an advantage in their industry or career.


  • Designers or Product Development professionals that are motivated to bring innovative new products and services to their business and customers.
  • Consultants who want to offer their clients a model for applying creative problem-solving to help address business challenges.
  • Human Resource professionals seeking to develop more human-centered solutions to support workforce members while driving higher levels of employee engagement.
  • Members of Leadership who are wishing to gain competitive advantage by differentiating their business’s products and services.
  • Individuals or Teams that are searching for new ways to solve complex problems by placing the customer’s needs at the center of their solutions.
Design Thinking Training, continuous improvement certifications

This course will help expose the learner to various design thinking tools and mental models – all with the emphasis on innovating through creative problem-solving.


Our objective is to provide the learner with practical tools for applying a versatile 3-step design thinking process within their organizations. Through this framework, the learner will be able to reframe problems from the customer’s perspective. With this perspective in mind, the learner will drive improvements around the customer experience using tools such as deep-dive interview, journey mapping, empathy mapping, and rapid prototyping.

Need help introducing use of Customer 2×2 at your organization?

Schedule a 30 minute coach call today and let’s talk through the details. 

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